The user journey changes throughout the sales funnel, and creating custom content for each stage is essential. Learn why!
When users search on the internet, whether it’s a technical query or something as basic as a list of smartphones, they do that with a motive.
User intent is the motive behind a user’s search on the internet. Now, as plain and unnecessary as it may seem, user intent is actually crucial for marketers and online businesses.
Here’s some good news – you don’t need to be a marketing wizard to understand user intent in content. Curious to know more about user intent and its importance. . read on
What is User Intent?
User intent signifies the motive a user has in mind while searching for something over the internet. For example, while a few users want to gather information about a particular topic, others want to buy a product/avail of a service. The rest are simply looking for a page/source.
But how does user intent matter in content?
Well, would you develop a product without understanding your target audience and its needs? The same is the case with creating content. You must develop content considering your target audience, the stage of the sales funnel they’re on and their intent.
Types of User Intent
Understanding the types of user intent is pretty simple. Think of all the times you tried searching for something on the search engine. Precisely, you do one of these three things.
- Look for something, which means informational intent
- Search for a link to a page/website, which means navigational intent
- Find a product or service, which means transactional intent
Users with an informational intent are simply searching for information or finding answers to their queries. Usually, the search queries with informational intent will have terms like what, why and how.
For such users, you must curate valuable and relevant information in the form of long blog posts, how-to tutorials or a step-by-step guide.
Searches with navigational intent are the most common ones. In this, the user is searching for a specific website or page.
With navigational intent, the most common keywords used are ‘best’, a particular brand or location.
Transactional intent means motivation in a user to complete an action. When you identify the intent to purchase, you must create content that persuades the user to do so.
By saying this, we don’t mean you should push your products and services on them. However, create content that talks about your products and their benefits.
Searches with transactional intent will contain keywords like ‘buy’ or ‘price’. Transactional intent comes at the end of the sales funnel, where users are on the verge of converting into buyers.
Learn the Art of Applying User Intent to Your Content Strategy
The user journey changes throughout the sales funnel, and creating custom content for each stage is essential.
The first stage is the awareness stage, where you must educate the users about a specific topic. For this stage, you must create whitepapers, webinars, educational videos, blog posts, etc.
In the middle stage, users are usually discovering or evaluating. They are still thinking about whether to connect with your company or not. To ensure them of your services and brand, you can create an FAQ page, schedule a demonstration of the product, or send them a demo. Make sure to use CTA in this stage using terms such as ‘schedule a call with us or ‘sign up for free demo’.
The final stage is close to conversion. Here, users have a high intent to purchase your product. At this stage, you must offer them discounts and coupons to persuade action. Use words like ‘get started’, ‘purchase’ or ‘buy’.
Optimize Content as per Intent
Now that you’re aware of what intent in content means, it’s time to step into the user’s shoes and identify the gap in your content. Ask yourself if your content answers users’ queries or provides a solution. If not, be ready to revise your content strategy according to user intent.
And if you don’t know where and how to get started, get in touch with TheClassicPartnership. We’ll be glad to create an excellent and effective content strategy for you, keeping user intent in mind.
Let’s create loyal customers for your brand by fulfilling their needs!