Content writing for buyer intent.
Just as there is search intent there is also buyer intent.
The concept of search intent is broad: it has many intents such as informational intent, navigational intent, transactional intent and commercial intent.
You may like to read How effective content writing and searcher intent are interrelated.
Buyer intent (also known as buying intent) or purchase intent tells you how eager a customer or client is to buy a product or subscribe to a service. This is data or information that manifests before a buying action takes place.
Why is it important? Why is it important to know buyer intent and then write content accordingly?
This Gartner report says that prospective buyers spend 50% of their time seeking information about a product or a service from third-party sources such as social media websites, review websites, blogs, talking with peers, and online directories.
This information can sway them. Even when they are ready to buy, if there is something that puts them off or gives them enough reason to get reluctant, your sale is gone.
One thing is clear about buyer intent – your prospect is ready to buy. He or she needs the last nudge. Or, you need to prevent him or her from getting distracted or misled or getting confused.
Buyer intent can be gauged from the type of web pages visitors accessing on your website. In my example, people who want to hire me as a content writer often checkup my content writing rates page. They also go through my samples.
What type of content writing can help you target specific buyer intent?
To be able to write content targeting buyer intent, you need to know what would turn your prospective buyer away. It must be some information or lack of some information that sends your prospective buyer away.
Hence, you need to fill that gap.
When a prospective customer or client comes to your website you must provide all the answers he or she may need to make up his or her mind.
What questions or apprehensions a typical client may have before hiring my content writing services? Let’s go through a few points:
- Will I be able to write quality content specifically for his or her business?
- Do I have enough knowledge and experience to write content that can generate business?
- Can I help him or her improve his or her search engine rankings?
- Can I write the amount of content that is required?
- Can I stick to a schedule?
- Will I write completely original content?
- How expensive or affordable am I?
There can be many more questions. But what you need to pay attention to is the fact that these are all questions that a prospective client would ask.
What sort of content do I write to address to this buyer intent, or rather, these questions?
I’m constantly sharing my knowledge and experience on my blog and therefore, a prospective client should be able to get enough information about that.
I also blog a lot about how to improve one’s search engine rankings through SEO-friendly content. You may like to read How do I write search engine friendly content for my clients?
I have an FAQs section that describes my content writing process.
I have testimonials from other clients. I have also obtained testimonials on LinkedIn and Google Business.
I have explained why I charge what I charge on various pages and blog posts.
Hence, from my side, I have tried to provide as much information as possible to my visitors with buyer intent.
Similarly for your business, you need to figure out what questions or apprehensions your prospective customer or client may have and then write content addressing those questions and apprehensions.