The power of marketing with intent (content + SEO)
There’s a great quote from Paul Wright of Iotec saying “Good intent marketing provides the mechanism to ensure a message reaches the widest number of individuals for whom it will most likely resonate”. Marketers are coming up with different types of content to grab their clients’ audiences attention. Brands and professionals want added value, problem solving and research with intent….content marketing has become the secret advantage in a successful marketing strategy. By using content and SEO as a marketing collaborative, engagement and conversions are harmonious.
“User intent is the goal someone has in mind when typing a query into Google.”
Neil Patel, New York Times best selling author
Here are a few of my top tips for intent marketing campaigns:
Research If you want to reach potential clients/customers – then well researched content is so important. You could be writing a new website, or sending newsletters out, or writing blogs or using social media – each will require their own research and key words. Websites will require good SEO content written into the pages whereas newsletters will need to be punchy with headlines as hooks. It is the intent behind the researched keyword that measures the competition.
Online search for user intent – this helps identify your audience and therefore your content & SEO. Here are the 3 types:
- Transactional wants to buy something
- Navigational seeks for a specific resource
- Informational wants information on a subject or seeks answers to their questions
Keywords There is so much data being shared online every minute of every day – these statistics from one of Domo’s reports shows the enormity of it:
- 684,478 pieces of content are shared on Facebook
- 2,000,000 search queries are made on Google
- 48 hours of video are uploaded to YouTube
Google’s Adwords Fourth Edition, reports that “Google gets searched six billion times every day. That’s 70,000 search every second.“
It can be daunting to know where to start with writing engaging and responsive content to reach people who would most appreciate it. Keywords – that’s your answer. Are you answering a specific question? Are you helping with a query? Be specific – are you selling a product or service? Drill down more – I, for example, come up on the first page (under recruitment boards!) for Content Marketing and Copywriting in Marlow.
Provide content for, and traffic to, your website Newsletter content can be re-used as content on your website or blog, generating additional traffic from search engines and social media. Social media is perfect for either re-tweeting a blog several times or used on LinkedIn as a guide for groups within this medium.
Crafted Content There’s no point harvesting content and spewing it out as the reader will switch off if not targeted for their needs. If you don’t know where to start, perhaps use a testimonial and turn it into a story for a blog and use keywords to engage. You need to understand your audience’s need so that you can craft specific content – this takes a little time, but I personally really enjoy getting to know my clients and their audiences so that my writing forms a background understanding and subliminal relationship.
Elaine Pasini at Pickled Ginger for all your website & newsletter content, design and social media scheduling. If you’d like to have an informal and free chat about any of the services Pickled Ginger provides, please don’t hesitate to email or call me 07775 438 538.