Content marketing is based on generating website visitors by providing content . These website visitors either have an interest in the products or are still developing one - for now, this is irrelevant.
The primary goal of content discuss data marketing is to provide content that fits the company and its offerings. This content should cover various search intentions :
Informative search intent: Users want to find out more about a specific topic.
Transactional search intent: Users have the intention to buy a product.
Mixed intention (information+purchase): Users have the intention to buy a product, but are also looking for information.
Navigational search intent: Users want to find a specific location. (Important for local search engine optimization
In the past, especially in offline marketing, it was common for salespeople to contact leads first. They then introduced the company and its offerings. Today, this type of marketing almost has a deterrent effect on potential customers
Anyone can find out about products, product categories, services and other types of offers on the Internet. Therefore, it is advisable for companies in the digital age to scale back active sales and focus on inbound marketing instead .
Modern inbound marketing through high-quality content
Inbound marketing means providing helpful or interesting information with the aim of getting users who are interested in the topic to come to a company's website themselves . This passive form of prospecting is best achieved through content marketing.
Content marketing and search engine optimization go hand in hand. In order to publish appropriate content for your target group , research and analysis of relevant keywords is necessary. In order to generate leads - as already mentioned at the beginning - to provide the right content for people in every phase of the buying process, content must be published for various keywords .