Either Match Content Types with User Intent or Fail at Content Marketing

Either Match Content Types with User Intent or Fail at Content Marketing

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What does it mean to match content types with user intent? Whether you decide to use artificial intelligence (AI) platform ChatGPT, a different AI platform, or you produce it yourself, there are necessary steps you can take to get the best results. Critical to your success is knowing the types of content your audience and potential clients prefer. To come to these conclusions, you will need to identify user intent. Understanding how to match content types with user intent is essential to content marketing.

Match Content Types with User Intent: 7 Questions

In the simplest terms, user intent, also known as search intent, is the reason why most people input a query into a search engine that will help them find the information they want to know. To understand what your prospective client’s search intentions are, you need to answer a few questions. Step one to match content types with user intent.

#1  How do users find your website?

#2  What phrases (keywords) are users typing into Google when searching for the products or services your business offers?

#3  Why are users contacting your company or what are you known for?

#4  What are they buying when they hire your firm? 

#5 Which pages are the most popular destinations for visitors to your site?

#6  How long do visitors stay on your website?

#7  What channels are visitors using to enter your site?

3 Types of Search Intent

Once you have your questions answered, consider what your prospects are after when they utilize search terms to fulfill a need. Step two to match content types to user intent.


This is the beginning of the process where your prospects are attempting to find information like descriptions, statistics, stories, or profiles that help their understanding of what you offer. Your goal is to ensure that the user finds enough information about your product or services.

Navigational or Comparative

This is where prospects compare your services or products to that of your competition. In other words, sizing up the important features and benefits each company has to offer.


It’s decision-making time! This is where the prospective client converts, or doesn’t, by taking the action you wish them to take. Whether it’s a purchase, subscription, download, membership, or providing contact information, transactions are most likely to occur during this phase.

How to Choose Content Types Your Prospects Like

As you can see there is a process to match content types with user intent! By answering the six search intent questions and considering the three types of search intent, you’re ready to build a list of content types for your prospects and audience. Once you’ve identified and listed the best types of content to create, consider your ability to execute on each type. Do you have the inhouse expertise? Do you need help? What is your budget? Take everything into consideration before launching. Step three to match content types with user intent.

3 Popular Types of Content and What is Required to Create Them


Video content has been #1 on the list for the last five years. Most people don’t have the time to read anymore. Sadly, even more people have never developed the attention span to read long-form articles. The often cited statistic that supports content made for visual learners is “on average, after three days we can recall 10 to 20% of a spoken word, only 10% of written but an astonishing 65% of a visual image (Joyce, Showers 1989).”  Beyond actually meeting you for a conversation, video remains the best method to make an emotional connection with your target audience that is meaningful and a real conversion opportunity.

Required: If you are technically adept, there are apps available today that make video creation much more accessible. But if your internal team doesn’t have the skills to leverage these applications, then you will need the skills of a Videographer, lighting, proper sound recording equipment, and possibly a studio. Editing and final production skills are also necessary.

Visual Other than Video

Much the same as video content, anything that is visual based is extremely effective for the same reasons. Short attention spans and visual learning statistics support the use of infographics, high resolution images, graphics interchange format (GIFs), illustrations, charts, screenshots, Memes, Gifographics (animated infographics formatted as GIFs), SlideShare presentations, or flipbooks.

Required: Creative thinking, strategic ideas, and the right tools that allow your in-house staff to produce any or all of these visuals.


Although podcasting has grown in popularity for the past few years, and many podcasters are attracting large audiences, the third most popular type of content comes from blogs. Long-form blog articles are the standard for in-depth learning.  Yet, the concept of less is more has led to a surge in short form blogging popularity. The goal is to get to the point fast and leave the reader with valuable insights.

Required: Writing skills that include knowledge of punctuation and grammar, editing techniques, creativity, a solid understanding of blogging rules and best practices, storytelling, and the ability to author a voice for a brand that matches the brand’s mission.

The “Why” Behind Content Marketing

Everyone is doing it, recommending you do it, or warning you if you don’t do it you’re missing an immense opportunity. Let’s also check into some data for supporting the “why” behind content marketing.  The three amigos of why?


Just because a majority of companies are using a strategy doesn’t mean it’s always the best strategy for your firm. Yet, it’s undeniable that if a high number of companies or marketers are utilizing content marketing, then there is value to the practice.

“82% of companies use content marketing.” (Hubspot) Are you one of them?


If your prospects and audience don’t spend time consuming content on a consistent basis every day, then what is the point of producing content? Keep reading.  .  . 

Incredible stat from Statista: “American consumers spend around eight hours of their day with digital media, roughly double the time invested in traditional formats.”


Return on investment is the most significant reason to adopt and support any marketing strategy. Without the ability to measure your ROI, you have no idea if the time and money spent on any activity is simply a waste of time or a wise investment.

“Content marketing generates three times (3x) as many leads as traditional outbound marketing but costs 62% less.” Search Engine Journal via  CMI. The cost of producing high quality content can be very expensive, but the leads and conversions generated often outweigh cost concerns.

Dean Guadagni, Principal, Inner Architect Media LLC

Dean has been blogging and writing professionally since 2007, representing corporate clients to solo entrepreneurs with assignments ranging from blog articles, ad copy, and landing pages to website content. He is a contributor to legal publications Plaintiff and Advocate magazines. Learn more about Dean Guadagni.

His writing also includes authorship of a nationally recognized self-help business guide whose articles have been published by Reuters.com, Nielsen.com, FoxBusiness.com, Ziff Davis Enterprise’s “Microsoft Watch”, Computer Shopper, and the Chicago Sun-Times.

Transparency Statement

This article is 100% human created by Dean Guadagni. No artificial intelligence (AI) or AI powered writing assistants were utilized in the compilation or writing of this piece.

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