Free B2B Content Gap Finder

A B2B content gap analysis identifies missing content across your buyer's journey. It examines what content you have vs. what you need at each funnel stage: TOFU (awareness - blog posts, thought leadership), MOFU (consideration - whitepapers, webinars, comparisons), and BOFU (decision - case studies, demos, testimonials). The goal is to ensure you have content that answers questions at every stage of the buying process.

TOFU (Top of Funnel) targets awareness - educational blogs, industry reports, social content for people just discovering their problem. MOFU (Middle of Funnel) targets consideration - whitepapers, webinars, comparison guides for people evaluating solutions. BOFU (Bottom of Funnel) targets decision - case studies, demos, pricing pages, testimonials for people ready to buy. B2B companies need content at all three stages to capture and convert leads.

Highest ROI B2B content types: 1) Case studies - #1 for conversion, 2) Comparison/vs pages - capture high-intent searches, 3) Product demos - answer critical questions, 4) ROI calculators - help build business cases, 5) Customer testimonials - build trust at decision stage. While blog content drives traffic, bottom-funnel content (case studies, demos) directly impacts revenue.

Conduct a comprehensive content gap analysis quarterly, with monthly check-ins on performance. Review when: launching new products/features, entering new markets, seeing declining conversion rates, competitors launch new content, or buyer behavior changes. The B2B landscape evolves quickly, so regular analysis ensures you're not missing opportunities or falling behind competitors.

Prioritize content gaps by: 1) Funnel stage impact - BOFU content typically has highest conversion impact, 2) Search volume - target keywords with buying intent, 3) Competitor gaps - content your competitors don't have, 4) Sales team input - what content do prospects ask for?, 5) Resource requirements - balance high-impact with feasibility. Generally, start with case studies and comparison pages for quickest revenue impact.

Useful tools for content gap analysis: SEO tools (Ahrefs, SEMrush) for keyword gaps, Competitor analysis tools (SimilarWeb, SpyFu) for competitor content, CRM data for sales team insights, Google Analytics for content performance, Social listening tools for topic trends. Combine tool data with sales team feedback to get the complete picture of what content your buyers need.