An analysis of impact of intents and results diversity in content strategy
Your content marketing can achieve new heights on the basis of the kind of experimental strategy that you adopt for your brand. These experiments can be based on the observations that you make about the strategies of your competents.
HubSpot’s Danilo Godoy has published an analysis of the impact of intents and results diversity in content strategy.
Godoy says, “Every search occurs because of a need from the user that must be fulfilled. We will call this either user intent or query intent. These terms can be used interchangeably.
Sometimes, it’s very easy to infer what the user intent is, based on the query they used. For example, “I want to order pizza”. What’s the user intent? To order pizza, most likely from nearby restaurants.
“Pizza delivery”. What’s the user intent? To order pizza to be delivered, most likely from nearby restaurants.
In these examples, the user intent is very clear. Whenever the user intent is very clear, we call this intent the correct intent.
What about this query: “pizza”. What is the user intent?
This query is not as clear as the previous examples. It is possible that the user is looking for pizzerias nearby, pizza recipes, images of pizza, etc”.
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