Content Gap Analysis
A content gap analysis compares the topics and keywords a company already covers with content against what its audience actually searches for and what competitors already rank for, in order to reveal missing topics that are worth covering.
In practice
Comparing your existing content with competitor content and real search query data, for example from Google Search Console, uncovers concrete gaps you can prioritise instead of simply guessing. The analysis is worth repeating at regular intervals, because search behaviour and the competitive landscape both change over time.