Marketing leaders are constantly experimenting with innovative content marketing strategies to enhance their brand, especially amid the pandemic.
To analyze the evolving consumer behavior or what they want during such challenging times, brands are likely to face an ongoing struggle. Hence, marketing leaders are experimenting with new methodologies to keep up with the latest trends and surging demands.
Basically, the current trends in the consumer buying process are becoming more unpredictable. Today, more businesses are adopting an intent-driven content marketing strategy. For this, the brand determines what granular data a customer expects to gain while using a search engine, followed by tailoring the brand content to meet the complex needs.
This new strategy can reduce the time-consuming process – giving an actual view of what the existing, as well as potential audiences, demand. As per experts, intent-driven content has the ability to provide more customer satisfaction, and eventually, sales.
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The content is mostly sourced from the bidirectional encoder representation for transformers (BERT) from Google update – claimed Digital Marketing Institute. Since late 2019 it is widely in use by marketers. BERT algorithm determines the set of search queries by analyzing all phrases searched for, rather than focusing on a single word search.
This provides more accurate results than a keyword breakdown. According to Google, “BERT models can, therefore, consider the full context of a word by looking at the words that come before and after it—particularly useful for understanding the intent behind search queries.”
According to The Next Scoop, marketers are required to invest more time and resources to refocus their content. Using this technology, marketing professionals do not require to learn technical skills or undergo time-consuming tutorials to implement this.
Such a strategy demands high-quality, relevant content and the right keyword research in order for the BERT to come up with results. This approach can help brands shape content to the essential concept of answering a consumer’s query instantly, and it is the key to success.
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Marketers can escape the need to pour energy into long posts while focusing more on video, copy, audio, and images to deliver facts that customers seek on the spot. Brands can even boost their page speed. Marketers need to evaluate how fast it takes a Google search to reach the landing page and how fast is the in-page links and graphics load?
Besides this, tailoring the content is another essential aspect. Personalization of intent-driven content is often highly appreciated by customers.
When it comes to getting the right intent-driven content, these aspects need to be prioritized. Clearly, intent-driven content can be managed with flexibility, making it more accessible – for both the brand and customers.
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