Content Marketing

3 Practical Tips for an Enterprise Content Gap Analysis – American Family Insurance

Content strategy doesn’t just stop at creating content. We have to audit our content in order to know it is visible and reachable by the audiences we want to engage.

You know a content audit and content gap analysis is important, but there can be friction when you’re at an enterprise company. Three common challenges I see:

  1. Prioritizing pages: with many thousands of pages and limited time, what do you work on first?
  2. The dreaded content creation slow down: If you are focused on a content audit, does that mean content creation goes by the wayside?
  3. Getting internal buy-in and educating non-marketers: How do you convince your team that such a time-intensive project is worth it?

In the post, I’ll dive into each of these content audit and content gap analysis challenges. But first: a little context and an introduction about how we think about content strategy at American Family Insurance (affectionately known as AmFam).

Content at AmFam: Looking for the Life-Long Customer

At AmFam, our content strategy’s ultimate goal is to to reach customers before they even know they need help. twitter-icon

Insurance, especially when it’s related to financial services, is really about creating a relationship. We are not looking for a one-time purchase; we are looking for a lifetime customer. We want to be that authoritative figure for them to reference when they’re buying their first home. We strive to just be there as a support system for them as opposed to always selling our products.

We are not looking for a one-time purchase; we are looking for a lifetime customer.

That means we write a lot of early stage content. I’ll explain what I mean with an example: Say someone is looking to buy a car. We’ve got early-stage content on car buying (Need a New Car?) that doesn’t mention our services.

In our early stage content like this, AmFam doesn’t even come into the picture. We’re using educational content to spark a nurturing relationship — once these people do become brand new car owners, they’ll start looking to get insurance. And after having had a great experience with AmFam’s content, we’re at the top of their minds.

The Content Audit: Treat Your Content Like Your Customers

With this strategy comes a ton of content we have to oversee and measure. We have to audit our content constantly. (We also have to audit our content regularly because of our insurance vertical – certain legal pages must be vetted and updated every couple of months.)

But we also audit our content because we know it’s crucial to a content strategy’s success. twitter-iconJust like we think about our customers in a lifelong way, we have to have an ongoing relationship with our content.

But we also audit our content because we know it’s crucial to a content strategy’s success. Just like we think about our customers in a lifelong way, we have to have an ongoing relationship with our content.

We have plenty of experience with our enterprise content audit and content gap analysis strategy, and I’m going to share three helpful tips I’ve learned along the way.

Tip 1: Where to Start – Create Filters to Prioritize Your Pages

Obviously, we all want to avoid looking through 10,000 URLs by hand. For AmFam, I found the best and most efficient way to begin a content audit is by filtering your pages with If/then statements.

Then, I flag the troubled pages we have. These are any pages that rank 3 or higher and have 100 or fewer visits. I focus on these primarily because these are pages that are ranking well, but aren’t necessarily getting the matching traffic. They have the greatest potential for turnaround.


Then we go from there. Do we need to update it? Do we need to scrap it completely and spend time on something that is actually going to both rank and have traffic? Flagging priority pages is really key for us in performing a successful and efficient content audit and content gap analysis.

Tip 2: Make Content Creation Part of Your Content Audit Plan

Give Yourself a Hard Goal for Repurposed Pieces

Being able to leverage old content is really important, especially for us at AmFam. But it’s time consuming… it takes about two months to do a full content audit on our site.

Two months is a long time to be spending not producing new content. So, we set a goal to make sure new content was part of our outcome. Our tangible solution: at the end of our audit, we could end up with a list of 50 old pieces of content with potential for repurposing.

Amp Up Creation by Repurposing Your Content on Multiple Channels

Content audits can really be an amazing source for content (re)creation. One repository I found during a content audit was in an old microsite, not directly associated with the AmFam brand, called the “Dream Home Makeover.”

There were probably fifty unused pages chockfull of home advice: home buying guides, home organization tips, how to be more efficient in your space, etc. These were all great topics that people were actively searching for. Once I found this in my content audit, I repurposed it for, social media, and other channels.


When you audit your content, evaluate everything you own and see if you can leverage it somewhere else. twitter-iconCan you re-post it on social media? The homepage? A product page? Is there opportunity to make it into a blog post?

Multiply that single, old piece of content you find into fresh versions on different channels.


Tip 3: Spread the Content Audit Gospel (in Language Everyone Can Understand)

Internal education is so important, especially before a content audit. twitter-icon

When you start talking about URLs and domain authority, you may see your coworkers’ eyes glaze over. Sure, people in digital marketing understand the importance of a content audit. But when you go to your brand team, they may not be as invested in traffic.

So, how do you win them over?

Avoid the technical SEO terms.

The best way to explain to someone outside of digital marketing is: “I am performing this content audit because I am trying to get a better understanding of what our customers are searching for and what people in the market are looking for.” Well, everyone understands that.

Create a Handy Document to Educate Stakeholders.

I’ve found it helpful to have a two-page document handy that educates people outside of digital marketing on the importance of content and the impact it has on visitors, leads and revenue.

The document should include:

  • Key business metrics and how content helps drive the business.
  • Highlights of a few key SEO terms and a SERPs screenshot for quick reference.
  • Team member contact information if they would like to learn more or ask questions.

Don’t Forget the Bigger Picture: a Content Audit and Content Gap Analysis is about Customer Satisfaction

In the past, we’ve dealt with a lot of quick wins after a content audit: anywhere from fixing missing meta descriptions or duplicate page titles. With these, we can tangibly see an improvement in our rankings and traffic.

But a content audit isn’t just about improving rankings and visits. It’s also about reassessing your content strategy. And for us at AmFam, our content success is really based in better customer satisfaction. We ask ourselves: Are customers returning to our brand more often? Are we becoming more of an authority to them?

It really is about improving our customer stay with our brand longer. And that’s what real content success is.

content gap analysis webinar panelGet more content gap analysis and strategy tips from Conductor, Moz, Wordstream, and Skyword: Does Good Content Go Bad? 4 Content Experts on Content Auditing [Webinar].


10 Content Audit Answers with Moz, Wordstream, Skyword, and Conductor

Read More