The playbook
Content Gap Analysis: Template and Field Guide
This content gap analysis template turns a broad task into a record another person can use. It captures question, current answer, gap, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Combine search queries with repeated questions from sales or support. If users ask how an integration handles duplicate records and no existing page answers that question, the missing explanation is a specific gap. Check whether it belongs in an existing guide before creating another URL.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| question | Record the question associated with this page or query record. Use a stable reference so later updates can be matched. |
| current answer | Record the current answer associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| gap | Record the gap associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| proposed destination | Record the proposed destination associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with question. Use the same reference throughout the record so notes are not attached to the wrong item. Then list questions from sales support and search data. This establishes the information required before the worksheet becomes a request for action.
Next, map each question to a useful current page. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as calling every competitor keyword a gap worth filling, rather than a broad instruction to “improve performance.”
Finally, prioritize missing answers by demand and business fit. Put exclude topics that do not serve your audience or product in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Calling every competitor keyword a gap worth filling |
| Action | Exclude topics that do not serve your audience or product |
| First check | List questions from sales support and search data |
| Follow-up check | Prioritize missing answers by demand and business fit |
| Outcome to define | valuable unanswered questions |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If current answer changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep valuable unanswered questions connected to the item so the team can later assess whether the action was useful.
Keep a dated record of the page or query being examined. Search interfaces and external references can change. A saved observation should include enough context to distinguish an old issue from the current state.
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