Content gaps are useful only when they lead to a clear publishing decision. A small team can triage them in one short session by combining audience fit, search intent, and the site's existing coverage.
Start with the reader's job
Write the question the reader is trying to answer and the action they should take next. Group similar phrases under that job instead of creating one article per keyword. This prevents overlapping pages and keeps the brief focused.
Score the gap
Give each candidate a simple score from one to three for business fit, evidence of demand, and coverage weakness. A high score means the topic serves a real audience, supports a relevant service, and is not already answered well by an existing page. Review the SEO refresh prioritization process before assigning a rewrite.
Turn the decision into a brief
Record the primary query, search intent, reader, angle, proposed slug, internal links, and evidence sources. A brief should also state what the article will not cover. That boundary is valuable when several related topics appear in the same queue.
Review before drafting
Search the Blog and Research collections for title and slug overlap. Then check the sitemap output after the article is added. Reject candidates that require invented claims, public pricing, or a generic introduction with no useful next step.
The result should be a small queue of defensible topics. A visible decision log makes the next daily publishing session faster and easier to inspect.
