How to Use Intent to Shape Your Content & SEO | Ep. #1203

<p><span style="font-weight: 400;">In episode #1203, we share how you can use intent to shape your content and SEO. The buckets of intent are the best way to gauge where in the sales process your potential customer is, drive them toward the point of purchase and engage them most appropriately. Tune in to hear how to organize your content within the funnel system and what percentage of content should belong to each funnel. </span></p> <p><strong>TIME-STAMPED SHOW NOTES:</strong></p> <ul> <li>[00:25] <span style="font-weight: 400;">Today’s topic: How to Use Intent to Shape Your Content and SEO. </span></li> <li>[00:35] <span style="font-weight: 400;">The three main buckets of intent: top, middle and bottom of the funnel. </span></li> <li>[00:45] <span style="font-weight: 400;">What top of funnel typically involves: information and education. </span></li> <li>[01:32] <span style="font-weight: 400;">How the middle of the funnel is different and refines searches by comparison. </span></li> <li>[02:13] <span style="font-weight: 400;">The bottom of the funnel: when someone is ready to buy and the keywords they’ll use.  </span></li> <li>[02:38] <span style="font-weight: 400;">The importance of understanding how customers buy and how your content performs. </span></li> <li>[03:07] <span style="font-weight: 400;">Map out the percentage of content that will be top, middle and bottom of the funnel.</span></li> <li>[03:20] <span style="font-weight: 400;">Examples of how to drive your customer from the top to the bottom funnel. </span></li> <li>[03:53] <span style="font-weight: 400;">Using Gliffy and other flow chart software to organize and communicate your ideas.  </span></li> <li>[04:10] <span style="font-weight: 400;">Thinking carefully about the call to actions in converting people into customers. </span></li> <li>[05:57] <span style="font-weight: 400;">Targeting people based on the funnel category of the article they downloaded. </span></li> <li>[06:29] <span style="font-weight: 400;">Ensuring that you have the right ema