Table Of Contents
Definition: A Voice Gap is an opportunity space in the market where competitors are either:
- Not speaking to a topic at all
- Speaking to it poorly (thin content, no proof, generic advice)
- Missing a specific angle, perspective, or audience segment
Purpose: Identify differentiation opportunities that allow you to establish authority in spaces competitors have left open.
How to Identify Voice Gaps:
- Analyse competitor content for your target ALTCs
- Identify what they’re saying (topics covered)
- Identify how they’re saying it (depth, proof, perspective)
- Identify what they’re NOT saying or saying poorly
- Determine if there’s a strategic angle you can own
Example: In the SEO space, everyone talks about “keyword research.” A voice gap might be “keyword research is obsolete in high-saturation markets”—a contrarian position with strategic merit that competitors aren’t articulating.
Application: When identify ALTCs, look for voice gaps not just topic gaps. The goal is differentiation, not just coverage.