Why TAM Gap Analysis is Better Than Content Gap Analysis: Skyler Reeves (Ardent Growth)

Lots of folks who do SEO content run into a problem bucketing keywords together. Do you really need 3 separate landing pages to target these keywords?

[content marketing tool]
[content marketing software]
[content marketing platform]

Now imagine trying to do this at scale for hundreds of different keyword categories.

Where do you even start? How do you categorize queries correctly without missing out on keyword opportunities?

We're excited to host guest speaker Skyler Reeves, CEO & Founder of Ardent Growth, to give a talk about "Why Total Addressable Market (TAM) Gap Analysis is Better Than Content Gap Analysis: Getting Results Without Gambling Budget".

He will explore the nuances of doing exhaustive keyword research and you can expect to learn things like:
1. How to do exhaustive keyword research
2. Comparing SERP overlap to spot new opportunities
3. Content gap vs TAM-g analysis
4. Step-by-step approach to planning content hubs
5. Keyword mapping process
6. How to prioritize refreshing and new content opportunities

and much much more. This is gonna be a get-your-hands-dirty type webinar where Skyler showcases his processes.

Links to additional resources & slides: https://mailchi.mp/clearscope/recap-t...

Timestamps:
0:00 Intro
2:27: Remove the guesswork to get better results, faster
2:59 Planning content hubs leads to results
4:49 Exhaustive keyword research leads to better content hubs
7:06 Normal topic clusters - HubSpot
8:09 Basic keyword research
8:17 Is "project management software" and "project management tool" the same topic?
8:27 Compare SERP overlap
10:47 Doing this comparison at scale is difficult
11:20 To combine pages or split into different pages
13:56 Normal topic cluster - "Ultimate Guide"
14:38 Searcher intent matters
19:48 How to do exhaustive keyword research
20:14 Common approaches to keyword research
21:01 Common doesn't mean optimal
22:39 Content gap venn diagram
22:54 TAM gap venn diagram
23:09 Example comparing popular project management tools
23:23 Ahrefs content gap report
23:55 Using keywords explorer matching terms report
25:40 Content Gap vs TAM-G
28:38 Ideating seed keywords
27:43 Use website features and copy
28:49 Use keyword tools
30:36 Use WordClouds
31:31 Focus your exports using custom filters
31:52 Common exclude filters
34:07 Remove junk
34:41 Excluding terms is better than including terms
36:22 Concatenating CSV files
36:54 Planning content hubs
37:09 Comparing SERPs for "project management"
37:45 Ardent Growth topic clustering tool
41:00 Insights for existing content
44:38 Insights for creating a new spoke page
50:23 Keyword mapping
51:28 Ardent Growth keyword mapping tool
54:23 Prioritizing which pages get worked on
54:56 Start with high impact low effort content
58:05 Complex updates & new content creation - Clearscope
59:07 Is all this work worth it?
1:03:53 Q&A with Skyler Reeves

About Skyler Reeves:
Skyler Reeves is the Founder & CEO of Ardent Growth.

Follow Skyler Reeves on Twitter:   / being_skyler  

About Ardent Growth:
Ardent Growth builds content marketing strategies and in-house teams that leverage data, machine learning, and creativity to produce high-quality evergreen website content for B2B brands. Our clients invest in channels that return sustainable compounding growth so they can scale without a dependency on advertising.

Clearscope (https://www.clearscope.io/) is the best-in-class SEO content optimization platform that drives search traffic.

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