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How to Create Engaging Content as an Accountant – Based on Your User’s Intent

By now you already know that if you want to reach a bigger audience, you better have an online presence. But let’s take this a tiny bit deeper – does your online presence resonate with the needs of your target audience? Or do you exist just for the sake of online existence?

If you really want to hit the nail right in the head, you might want to make the content you publish a user intent content.

User intent – what now?

User or search intent is basically the main purpose why a person googles something. They need some kind of information and type that intent into the search engine.

Let’s say somebody wants to find a massage therapist in the area where they live. They’ll probably type in something like “massage therapist near me” or “massage therapy in the Seattle area”.

The same goes for our accounting business. For example, a person is having difficulties keeping track of cash payments. They’ll probably google “how to keep track of cash payments” or “how to organize payments” – anything along that line.

The idea behind the search can be different in nature – somebody may want info on the best headphones for 2021, while another person may want to know how to get rid of wine stains.

This should be the starting point when creating your user intent content, related to your own business, of course – it’s doubtful that you would see great engagement on a post about pest removal while your business is clearly bookkeeping.

What’s SEO got to do with it?

You do want prospective customers, right?

Search engine optimization is a method that puts you on the map. But for it to work, you’ve got to give it a nudge – a keyword nudge, that is.

In case you were wondering, keywords are the words/phrases that describe a website or a post the best. Or simply put, it’s the search terms you type in the search bar to give you certain information.

Let’s say you want to make a smoothie. You’ll probably type in something like “smoothie recipes” or “recipe for a smoothie”.

If you want something more specific, you’ll use more specific words: “recipe for a strawberry-based smoothie”. The more specific your input, the better the result.

See how people have made the effort to provide the best answer for somebody looking for a strawberry smoothie recipe? You should do the same if you want Google to reward you with a spot on its first page.

Defining relevant keywords is the basis for a SEO optimization done well. You can learn more about them here.

Now that you know how important keywords and search engine optimization are, let’s look at the types of user intent.

The 3 types of user intent and how to create user intent content

·       Informational

Remember the wine stains and the cash payments? Both are informational user intent. It means that the person is looking for information aka knowledge on a certain topic.

Your job is to secure that knowledge through the content you publish. By the way, if you want to learn more about content marketing for accountants, read this article.

Let’s bring it closer to our niche, shall we?

You want to bring value to your target audience which at this stage is probably at the top of their buyer’s journey (the sales funnel). In other words, they are only looking for information (are becoming aware of your brand).

The content you offer should solve a certain problem they have and NOT try to sell them anything. Something like this:

Why do you need a trusted adviser for your personal financial planning

How to find the right accounting software for my company

Accounting and finance terms explained

You get the idea.

The goal is to answer the questions your prospects have and make them aware of your existence. That’s how creating content for accountants works.

·       Transactional

Now here we can talk about getting something back for our effort. It’s called transactional for a reason.

The intent of the user is to buy something or engage in a specific activity like joining a masterclass or subscribing to a newsletter. Your user intent content should act accordingly.

For example, a prospect has passed the awareness stage of their buyer’s journey and is now ready to make a purchase. They see the services you offer on your website and they might want to know if you offer packages or how much they would cost.

This is the point where you’re allowed to do some selling. Your content should tell them all about the services you provide and maybe even what would be the best option for them.

You can even compare the different packages you offer and offer a free sample.

At this stage, you want to have a strong CTA (Call to Action) to make sure the prospective client clicks it.

Marketers call this a conversion.

Whatever your CTA is, if they act on it, then you’ve made a conversion, friend – you’ve converted them from casual readers to subscribers or even potential customers.

·       Navigational

This one pretty much says it – the intent of the user is to go somewhere (even virtually).

In everyday meaning that would be searching for directions to a specific address. In the virtual world, that means landing on a website. The user already knows the business, is familiar with the brand, and is looking for the exact point where they want to land.

In website terms that would mean landing on your Contact page, Services page, or About page. What this means for you is that you optimize your page to make it as easy as possible for navigation.

Here are some tricks you can use:

1. Make sure your website is easily accessible and even easier to use.

For example, don’t use a font smaller than 14px – what’s the use of your words going straight through the heart, if nobody can read them?

2. Be careful of how you structure your articles.

Make the paragraphs as short as possible and use a lot of subheadings. Most of the readers never read word-for-word and skip only to the headlines.

3. And for the love of Khan, do not overdo it with popups.

Nobody wants to get photo epilepsy just by reading your blog. Although they can have good conversion rates, many people find them as annoying as dad jokes. Don’t exaggerate.     

The final touch

You need user intent to improve your marketing – it’s that simple. The better you know what your potential customers look for, the better you can serve them.

Even search engines today know that it’s more important to focus on user experience than solely on them. And you should too.

Remember to create your content with the user in mind i.e. their intention. Research the relevant keywords, optimize your content around them, and provide real value.

The more you understand what the user has in mind with a specific search, the better your service will be – and with that your profit.

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