Content Strategy Planning

Research and Content Gap Analysis

In-depth keyword research, combined with content gap analysis to deliver an actionable content plan.


As part of the review we conduct analysis across the following areas:

  • Keyword research
  • Position ranking
  • Competitor analysis
  • Sitemap review
  • Content gap analysis

and incorporate them into the strategy.

This research will enable us to optimise your website, including:

  • Shaping the user journey for your website
  • Improve competitive ranking for seed keywords
  • Identify opportunities for ranking in keywords used by competitors


We asses your audience's journey by filling out a site map. This involves:

  • Identifying every first tier page accessed via your website's navigation menu
  • Identifying every second tier page accessed via drop down tabs beneath your first tier pages.

In order to optimise your site, we will assess the naming conventions you use for website pages, as well as the accessibility of key pages.

Net we complete a Page review, which we obtain from Google Analytics. This demonstrates:

  • the pages on your website that accrue the highest traffic for
  • unique page views
  • average time spent on each page, and
  • bounce rate. 

Our Keyword Research identifies the key terms that audiences search for to access your web pages. This data is produced by SEMrush. We are able to use this tool to identify:

  • the average position your pages rank on Google for each key term
  • search volume
  • keyword difficulty
  • cost per click and traffic.

We obtain Striking Distance data from SEMrush and SanityCheck. This covers webpages from your site that rank on the second page of Google, from positions 11 to 20. This data is significant, as it reveals webpages that could reach the first page of Google if adjusted according to SEO insights. 

Similarly, we use SEMrush to identify Opportunities, keywords your websites ranks for on all pages of Google. The Opportunities we asses have high impressions but low clicks. We sue this to

  • identifies the position your webpages rank for with each key term
  • identify the featured snippets provided for each key term related to your website's page
    Featured snippets, also known as position 0, are the windows previewing information for the most relevant website for a given key term. 

Finally, we use SEMrush to identify what positions you and your competitors rank for with select key terms. This allows us to content gap analysis. Moreover, we can obtain:

  • a list of key terms that your competitors' rank for that your website does not.
  • the list of key terms demonstrates the content we will produce for your website 


Our research is collated on a Google Sheet, which you will have access to upon completion of our keyword research.


All research and scheduling is maintained in projects system, which you have full access to.

Progress is recorded within the projects system, ensuring you have full transparency on updates and results.


  • The content strategy is ideal for ensuring digital activities are focussed on business goals, important campaigns, and optimised for ROI.
  • It ensures time and resources are not wasted on ad-hoc or non-performing items
  • Provides a regular agenda for incorporating new business initiatives quickly.


Available On-Demand

Yes, this is available as part of our new Digital Marketing On-Demand Service


Related Services


Annual Marketing Review (AMR)

A detailed dive into your business goals and digital strategy, ideal for annual planning, or new site developments


Quarterly Business Review (QBR)

A quarterly review of your digital results, benchmarked to goals and a marketing scorecard, with high level planning for the next quarter


Monthly Strategy review session

A monthly meeting to cover analysis, detailed planning and scheduling of digital strategy items


SEO Review

A detailed SEO audit and review of your site to highlight issues and opportunities


Social Strategy Review

Research and analysis of all major social channels to highlight tactics, audiences and competitors


Content Strategy Planning

In-depth keyword research, combined with content gap analysis to deliver an actionable content plan


Watch an overview of the XEN Growth Model


Contact Us

Sydney Office

XEN Systems
Level 13 
465 Victoria Avenue
Chatswood NSW 2067 Australia

02 8006 4428
+61 2 8006 4428 (International)
Another happy client

Knowledge is deep within so many areas, inbound, content, organic and paid search, social media, email, the list goes on

I've been working with Craig and his team for years and cannot recommend him highly enough. He always has the most up to date knowledge and truly understands the "why" behind many marketing strategies.His knowledge is deep within so many areas, inbound, content, organic and paid search, social media, email, the list goes on.

Having such a wide set of skills gives me comfort that whatever suggestions he has are well thought out and goal oriented, unlike so many fad marketing companies that only focus on a single channel or modality that suffer from "I have a hammer so everything must be a nail" type thinking. To top it off, Craig is one of the nicest guys you could meet. He's easy to work with, solutions focused and always gives in depth explanations into any campaign. I always learn something new after talking to Craig!

Adam Downer

Head of Digital