Aligning your content strategy with user intent is crucial for success. Many businesses mistakenly assume that publishing a high volume of content is the key to online growth. It isn’t. Without a strategy focused on intent and using data on that intent available, content is a huge and real waste of valuable time and resources rather than a sustainable driver of sales revenue.
To explore this, Business Aspects Magazine spoke with John Russell, a qualified digital marketing trainer and digital strategy expert at Digital Groundwork. John’s approach to content strategy is driven by one principle: relevance.
John comments: “For many companies, there’s a misconception that more content equals more traffic and visibility,” John says. “That’s just not the case. 95% of content gets zero traffic from Google. The truth is, it’s about quality and relevance. Yes you have to increase your site footprint, but with content that directly aligns with that which your audience is searching.
“Misaligning your content with audience needs means lost opportunities and potential revenue.”
John Russell, Digital Groundwork
John highlights that this alignment goes beyond simple keyword selection; it requires a nuanced understanding of user intent.
He recalls a recent success story with a UK retailer: “By shifting their focus from generic keywords to keywords with higher intent related to their products, they achieved a 100% increase in website traffic and a 500% increase sales.” This incredible result, he explains, illustrates how a precise, intent-focused content strategy can capture audiences when they’re ready to engage and buy.
Why An Obsession With Intent is Essential
High-volume keywords can be tempting, but without aligning content with the searcher’s real needs, businesses miss the chance to connect meaningfully. “When your content resonates with what the audience actually cares about, engagement will follows naturally,” John says.
The implications of failing to align with user intent are clear: wasted resources, low engagement, and missed sales opportunities.
If your business is not achieving the desired sales results, it may be time to rethink your content strategy.
For more insights, Business Aspects Magazine invites you to contact John Russell at Digital Groundwork for a complimentary consultation to help turn your content into a meaningful driver of growth.
