A content opportunity is a question that your buyers ask answer engines, where a different brand is present and your brand is not.

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How Genezio finds opportunities

Genezio already knows three things:
  • The questions that persons ask in your category.
  • The questions where your brand appears.
  • The sources that answer engines cite when they answer.
An opportunity is a location where these three things do not agree. There is real demand, a competitor is present, and your brand is absent. This is a better start than a keyword list. It starts from answers that answer engines already give, not from search volume.

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When an opportunity is worth the work

Persons really ask the question. The question comes from real conversations, not from a guess about what persons possibly search. A competitor wins the question. When an answer engine recommends a brand, it shows that the engine is ready to recommend a brand here. Your brand can be a credible answer. This is the honest filter. If the question is about a capability that your product does not have, visibility does not help you. It can also cause damage.

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Change an opportunity into work

Open the conversations behind the opportunity and read what the answer engine said. Look at the citations. These sources do the work now, and they show the shape of the content that can win against them. Then, Content Hub can change a topic directly into a brief, with the fanouts and the sources attached. Refer to From data to content strategy.

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What not to do

Do not write a page for each opportunity. Answer engines take passages from pages. A thin page that you write only to fill a gap gives them nothing to take. One large piece that fully answers a group of related questions is better than five pages that each answer one question partially.