What Are The Gaps To Improve Your Content Marketing? [Part 2]

In this part, we will continue discussing the gaps you need to identify in your marketing strategy and how you can improve your content marketing strategy. 

What Are The Gaps To Improve Your Content Marketing?

Here are the additional four gaps that you need to know and ways you can consider if you have these gaps in your content:

1. You Lack Compelling Visuals That Support The Text

Businesses use visuals in blog posts, newsletters, case studies, and other text-heavy content to attract leads and visitors. 36.7% of marketers struggle to create appealing content images. Content marketing increasingly faces this issue. Visuals simplify content navigation. 

Images and infographics may make blog content more engaging. A blog article can be exhausting without enough pictures to break up the content. Infographics simplify complex ideas. Image searches will help draw customers to your blog article with infographics and photos. The best thing is that you can utilize a crucial image for a blog article to link to it on social networking.

2. Not Using Enough Videos

Video is expected to have the highest value in content marketing spending for 2022 from more than 69% of marketers. Over 33% of them discovered how-to videos to be valuable tools in recent years to boost their content marketing performance. Not only YouTube-focused brands use videos. Retail listings need videos. Landing pages, homepages, and emails can have them.

Videos humanize brands and improve brand and product awareness. Social media videos can get customers to listen. Even basic character animations or digital display loops will engage social media feeds. All motion attracts attention, which improves social media content.

people collaborating for content marketing

3. Inadequate Knowledge Of The Buyer’s Journey

Marketing and sales copy and design will vary by buyer’s journey. Content marketing will need more customer journey personalization. Create brand awareness videos to attract new leads.  

Email product recommendations, write buyer’s guides, and post a comparison chart on social media. These provide value while also making your existing customers recognize your content.

Understanding a buyer’s journey helps you develop landing pages for advertising and posts and personalize email content. Understand customer behavior, including shopping decisions, and monitor customer data and marketing analytics.

4. You’re Telling Instead Of Showing

If you want a content marketing strategy that truly brings in a strong return on investment (ROI), “show, don’t tell” should be your motivation. Therefore, understand the kind of content that is effective for your business and industry. Then, mix the appropriate images and text to arouse the proper emotions. That is the essence of “showing and not just telling.”

Your content has to thrill the clients and make them like to try your products so that you may gain their business. They are aware of the product and need to remember it as soon as they come across another, more visually memorable product.


You should work on resolving each content marketing strategy gap one at a time, beginning with one step most marketers are enthusiastic about: using relevant graphics to engage customers across many platforms.

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