Create Google Approved Content (Blueprint)

Hi all,

steal this blueprint on how to write Google approved content.

First, some basics.

Google's aim is to answer peoples' questions:

To do so, they use a concept called

"Search Intent"

Also known as user intent or search query.

This allows Google to classify the intention the user has.

In principle it is a cluster of millions of questions typed into the search engine.

4 Google Search Query Types

Let's um up these 4 basic types:

• Information: gain information
• Transactional: do something specific
• Commercial: purchase intention
• Navigational: get somewhere you know

How does this connect with your content?

The connection is based on the classic four journey phases:

• Awareness
• Consideration
• Decision
• Retention

And here comes the simple trick.

Combine these two concepts and create content that suites:

• Google's search intention concept
• Your customer's journey phase

I call this the "Search Journey"

The Search Journey

Here's the principle:

And here's the blueprint for your content creation:

INFORMATIONAL SEARCHES IN THE AWARENESS PHASE

• Intention: To search for information to solve a problem
• Marketing goal: attract attention, show how to solve the problem, and explain backgrounds to create trust
• Content: facts, educational content, basics, working principles, instructions, etc.
• Assets: blog articles, wiki articles, eBooks and whitepapers, etc.
• Channels: blog, publications online and print, knowledge hubs or wikis on a corporate website

COMMERCIAL SEARCHES IN THE CONSIDERATION PHASE

• Intention: To understand the different solutions and how these solve the problem
• Marketing objective: Present own solution and position it in comparison to the competition, top-of-mind solution provider
• Content: facts with branding character
• Assets: brochures, guidelines, product pages, solution descriptions, practical examples, etc.
• Channels: website, newsletter, podcast, how-to guides, etc.

TRANSACTIONAL SEARCHES IN THE DECISION PHASE

• Intention: Make the final decision and make the purchase
• Marketing objective: Trigger purchase and influence the final decision
• Content: product description, comparison lists, social proof, etc.
• Assets: success stories, testimonials, price and feature comparisons, fact sheets, etc.
• Channels: website, webshop

NAVIGATIONAL (BRAND) SEARCHES IN THE RETENTION PHASE

• Intention: Provide service and help with the product, cross-selling and up-selling
• Marketing goal: Retain acquired customer and make him a loyal customer
• Content: tips and tricks, branding and emotional content, “be part of the community,” customized content, special offers, etc.
• Assets: dynamic product pages, customized login area, user videos, service videos, cross-selling and upselling advertising, etc.
• Channels: website, service pages, community forums, restricted login areas of a website, etc.

Want further details?

I have you covered: How to use Google Search Queries in your Digital B2B Marketing

This is all for today,

Talk soon

Stephan

#b2bmarketing?#marketing?#digitalmarketing #google #contentmarketing