As web users get harder and harder to engage, search intent as a marketing concept has become a hotter topic.

Yet, in most cases, search intent is mentioned in e-commerce context, where you need to match your landing page to your target customer’s expectation.

But where does the concept of search intent stand in content marketing context? Should you account for it in your content marketing strategy?

You surely should. The thing is, with mobile and voice search, your reader’s attention span is short because today’s consumer searches and decides on the go.

What does it mean for content marketing?

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Before online influencer marketing became a major “thing” (and way before it was legitimized as a structured technique or a lucrative career path), it was known as word-of-mouth marketing.

As a kid, I learned about the concept by way of a popular commercial for Faberge Organics, in which a smiling Heather Locklear shared her secret for bouncy hair with two friends, who in turn told two friends, and so on, and so on …

Though the underlying mechanisms of the “tell-a-friend” technique remain largely unchanged, social media has fueled its evolution into a strategic discipline infinitely more targeted, impactful, and scalable than anything Faberge’s marketing team could have predicted.

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