How Success Gaps Help You Build a Robust Content Strategy?

Customer success is vital to the success of every business. That’s to say that you cannot succeed until you help your customers to succeed. But how can you help them succeed? The primary step is identifying the success gap and closing it with a robust content strategy.

This presentation will define the success gap, its types, why you should care for it, and how it helps build a robust content strategy.

Presentation prepared for WordCamp Nepal 2022.

Video link: https://wordpress.tv/2023/08/10/sunita-rai-how-success-gaps-help-you-build-a-robust-content-strategy/

1. How Success Gaps Help You
Build a Robust Content
Strategy?
-Sunita Rai
#WCNP2022

2. Outline
▸What is Content Strategy?
▸What is Success Gap?
▸Why Care Success Gaps?
▸Identify Success Gaps and Build a Winning
Content Strategy (5 Steps)

2

3. A. What is Content Strategy?
3

4. A plan that connects
your content with
your business goals.
Conten
t
Goal
s
4

5. Main elements of a content strategy
5
Product
Audience
Content

6. A content strategy informs:
▸Who are you creating content for?
▸What is your content about?
▸Why are you creating content?
▸How are you creating content?
▸When are you creating content?


6

7. How to Create
Content
Strategy?
7

8. Success Gap
8

9. B. What is Success Gap?
9

10. Gap Before
Customer Success.
10

11. 11
Your
customer
Steps to
success

12. “
The gap that exists between your customer
functionally completing the tasks necessary
in your product to be “successful” from
your point of view as the vendor and them
actually achieving their Desired Outcome.
12
- Lincoln Murphy (Sixteen Ventures)

13. An
example?
13

14. A WordPress
personal site theme
▸Desired outcome
▸User experience
▸Success gap
14

15. Types of Success Gap

Internal
●What your product does vs. what
your customer thinks it needs to
do to become successful.


External
●What your product does vs. what
other things your customer needs
to be successful.

15

16. C. Why Care Success Gaps?
16

17. i. Directs your content
marketing strategy
17

18. ii. New product ideas
18

19. iii. Beat the competition
19

20. iv. Positive user
experience, positive
reviews
20

21. v. Customer success =
sustainable business
21

22. D. Identify Success Gaps & Build
a Robust Content Strategy
22

23. 1. Listen what your customers are
saying
23

24. 2. Start research with seed keywords
24

25. 25 25

26. 26

27. 3. Research your competitors
▸Competitors’ most popular products
▸Competitors’ top keywords
▸Compare your product with competitors
▸Content gap, keyword gap
27

28. 29

29. 4. Define your content goals & KPIs
29
EVALUATE
AWARE
CONVERT

30. Goals & KPIs
1.Aware/ Educate:
number of pageviews, engagement in defined time

2.Evaluate/ Attract
number of email signups, free/trial version in defined time

3.Convert/ Sell
number of sales in defined time

30

31. 5. Run thorough keyword research & create
amazing content
31

32. Credits
Special thanks to all the people who made and released these
awesome resources for free:
▸Presentation template by SlidesCarnival.
▸Graphics by Unsplash, ManyPixels, unDraw.
▸Content credits: Syed Balkhi, Sixteen Ventures, Single Grain,
CoSchedule blog, HubSpot, Semrush, Ahrefs, Moz.
32

33. 33
Thanks!
Any questions or suggestions?
Let’s meet at https://www.sunitarai.com.np/ or @TheSunitaRai on
Twitter.