Content gap analysis

Content gap analysis is the practice of surfacing the topics, formats, or audience segments a brand’s strategy claims but its published library does not actually cover — the gap between intent and execution.

A gap analysis crosses two inputs: the brand’s declared strategy (the themes and pillars it wants to be known for) and the actual catalogued library (what has been published). The output is a list of misses — themes that exist on the strategy doc but rarely or never appear in the library — and an opportunity score for each based on volume, recency, and competitive context.

Done well, gap analysis is the bridge between strategy and the next month’s briefs. Done poorly, it produces a generic list of "you could write about X" suggestions that ignore the brand’s actual positioning.

Most brands assume their library reflects their strategy. Most are wrong. Gap analysis is the cheap, fast way to find out and fix it.