Writing for User Intent
One of the biggest changes in marketing in the last few years has been the move towards focusing on user intent. This change has come into being due to the Internet and ease of access from mobile devices. User intent is exactly what it sounds like. It is focusing on the user instead of the seller.
Writing for the User
When an author writes a non-fiction book, he can spew out information to educate a reader, or he can think about the reader when writing a book. If he thinks about what the user will want to read, questions they may have and why they are interested in the information, then he is writing for user intent.
Therefore, if you are writing content to market a product or service to a customer and you want to focus on user intent, you need to think like the user. Ask yourself the following questions:
- Why are you interested in my product or service?
- What will you use it for?
- When will you use it?
- What will you be doing before and after you use it?
- What tools will you need?
- What materials will you need?
- If you have never used my product before, what questions do I need to answer?
- What clues can I give you to make this easier, better, faster?
- What will make you so happy with my product that you will return to buy from me again?
These types of questions will help you think like the user.
Asking Real Users
Another method of figuring out what users think is by asking former or current clients. You can survey them or call them to find out what they wished they had known before they bought your product or service. This contact can be an opportunity to find out what other products or services would complement your current selection through discussing issues with current clients.
The bottom line is by providing the user what they need before they ask for it will draw them to you.
Why Create Content for User Intent
Studies have shown that 72% of Millennials research and shop their options online before buying online or in a store. This trend proves that we need to reach customers before they buy, even before they contact us. They are making decisions about what they buy without our input unless we can offer them the answers they are seeking when they browse.
Since many of these browsers are using mobile devices to access this information as they move through their day, the content created for them must be compelling and easy to find when using smartphones.
Writer Bio: Paula A is a freelance writer available for projects at WriterAccess.