Aug 29, 2023

Content creation and Intent-Based Marketing: how to create targeted content?

Maria Ruocco

Companies are constantly looking for innovative strategies to engage their target audience and drive conversions.

One of the strategies that has gained considerable popularity is intent-based marketing. Powered by AI technology, intent-based marketing goes beyond traditional demographic targeting and focuses on delivering content and advertising tailored to each individual's wishes.

By leveraging data analytics and an understanding of consumer patterns and preferences, companies can create personalized and relevant content that improves customer experience and increases conversion rates.

The key insight here is that intent-based marketing allows businesses to go beyond demographic targeting and deliver content that resonates with each individual customer's specific desires. This personalization improves the overall customer experience.

What are the benefits of intent-based marketing?

Intention-based marketing offers several benefits for businesses looking to optimize their digital marketing efforts:

Improved customer experience

By providing personalized content based on individual intentions, businesses can deliver a more engaging and relevant experience to their customers. When customers feel understood and satisfied, they are more likely to engage with the brand, which leads to greater loyalty and support.

Increased conversion rates

When the content is in line with the customer's intentions, it becomes easier to convince them to explore our product or service and probably to . By tailoring messaging to address specific needs or pain points, businesses can increase the likelihood of converting leads into customers. Personalized recommendations or intention-based offers have been shown to significantly improve conversion rates.

Improved ROI

Traditional mass marketing campaigns often result in a waste of resources as they fail to reach a substantial portion of the target audience who may not be interested in the offer. With intent-based marketing, resources are strategically allocated towards individuals who have demonstrated an interest or need for the promoted product or service. This focused approach improves return on investment (ROI) while maximizing impact on a smaller but highly engaged audience.

Read more: How to develop an effective content distribution strategy?

How do you make an intent-based content creation plan?

Data collection and analysis play a crucial role in understanding consumer intent and successfully implementing intention-based marketing strategies.
However, privacy concerns have made it necessary for companies to find innovative solutions that respect user privacy while providing actionable information.

AI-powered tools now allow companies to analyze search intent without intrusive data collection methods. These tools leverage advanced algorithms to understand user behavior patterns and provide valuable insights into customer preferences without compromising personal information.

The key insight here is that AI-powered tools offer innovative ways to understand consumer intent while respecting user privacy. Companies can gain valuable insights without relying on invasive data collection methods.

How to get started with intent-based marketing?

To get started creating intent-driven content, companies can use AI-powered tools like Editby. This tool helps identify specific search intent behind keywords, allowing businesses to prioritize keyword optimization efforts based on search volume and competitor data.

How to get started with intent-based marketing?

With this information, companies can optimize their content accordingly, making sure it aligns with customer intent.

The process of using the audience-based keyword research tool involves:

  1. Search intent analysis
    Understand the specific intents that drive search queries related to your business or industry.

  2. Prioritize your keyword optimization efforts
    Focus on high-impact keywords that align with your audience's intentions.

  3. Optimize content for audience intent
    Create engaging content that addresses specific needs or pain points identified through keyword research.

By incorporating these steps into their digital marketing strategy, companies can deliver targeted content that resonates with customers' true wants and intentions.

What are the findings on the effectiveness and potential of intent-based marketing?

Several case studies demonstrate the effectiveness of intent-based marketing in driving results:

A clothing retailer analyzed search queries related to summer dresses and discovered a significant number of customers looking for sustainable and eco-friendly options.
By optimizing content to highlight these characteristics, the retailer has seen an increase in organic traffic and conversions from environmentally conscious shoppers.

A software company analyzed search queries related to project management tools and identified a high demand for collaborative features. By emphasizing their product's collaborative capabilities in their marketing messages, they noticed improved conversion rates among teams looking for effective project management solutions.

These case studies illustrate the potential of intent-based marketing to drive customer engagement and deliver results.

By aligning content with customer intent, companies can:

  • attract highly relevant traffic;

  • increase conversions; and

  • achieve their marketing goals.


Intention-based marketing offers companies an effective approach to engage customers more effectively.  To unlock true customer engagement, companies need to understand consumer intent through data collection and analysis, while respecting user privacy concerns.

Leveraging AI-powered tools like Editby, companies can create personalized content that:

  • aligns with individual intentions;

  • improving the overall customer experience; and

  • increasing conversion rates.

Spanish version 🇪🇸

Maria Ruocco