How Do I Identify Content Gaps That Competitors Are Exploiting Using HubSpot Marketing Hub?
Turn guesswork into a content plan. Use HubSpot’s SEO tools, Search Console data, topic clusters, and revenue reporting to spot missing pages and weak performers—then prioritize what to build by pipeline impact.
Connect Google Search Console to HubSpot, build topic clusters, and map every asset to a cluster. In HubSpot SEO, find high-impression queries with low CTR/position and subtopics with no live page—those are gaps competitors rank for. Tie each page to a campaign and use Campaign Analytics, attribution, and deal reports to prioritize gaps that will influence pipeline, not just traffic.
Competitor Content Gap Checklist
Step-by-Step: Reveal Competitor Gaps in HubSpot
1) Connect data sources. Link Google Search Console in HubSpot and enforce a UTM policy so sessions and conversions tie back to campaigns and topics.
2) Model your topics. In HubSpot SEO, create clusters for your buying problems. Map every related blog, landing page, and resource; add internal links from the pillar to each subtopic article.
3) Diagnose gaps with queries. Flag subtopics with (a) impressions but no page, (b) average position 11–20 (quick-win updates), and (c) high impressions/low CTR (SERP intent or snippet mismatch). Competitors often win with comparisons, alternatives, best-of lists, and detailed how-tos.
4) Validate with revenue. Associate pages and forms to campaigns. Use Campaign Analytics for influenced contacts/deals, then run attribution and deal reports grouped by campaign or topic to choose gaps that create pipeline.
Editorial Prioritization Playbook
- List gaps: Export queries/subtopics with no page or low ranking; tag by topic & intent.
- Score impact: Impressions × ICP fit; boost if adjacent content already influences deals.
- Pick format: Choose pillar, comparison, alternatives, best-tools, how-to, or calculator based on SERP.
- Publish & link: Launch the page, add pillar ↔ cluster links, and update CTAs & forms.
- Measure: Track rank/CTR and pipeline influence; iterate titles, intros, and internal links.
Re-crawl and re-score monthly; redirect thin or duplicative content to the strongest page.
Competitor lens without leaving HubSpot. HubSpot won’t list competitor keywords directly, but your GSC queries reveal where competitors win: you have impressions yet poor rank or CTR. Use these signals to choose formats that match SERP intent.
Close the loop to revenue. Not every gap deserves budget. Use attribution (deal creation or revenue conversion) and contact/deal reports grouped by campaign or topic to back the gaps that accelerate pipeline.
Operationalize. Add a “Topic/Cluster” property for pages, a UTM policy, and a content QA checklist (H1, meta, schema, internal links, unique POV). Review cluster health and pipeline impact in a monthly growth retro.
Need help standing this up quickly? Explore our HubSpot optimization or have our team run your HubSpot end-to-end.
Frequently Asked Questions
Close Content Gaps. Win the SERP. Grow Pipeline.
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