Informational Intent: How to Craft Outstanding Content in the Generative AI Age

understanding informational intent in voice and AI search

Tired of wading through shallow, AI-generated articles that lack the depth and nuance your audience craves? You need to flip the script and gift your audience something more. Across many industries, the stakes have never been higher, and generic information simply won’t cut it.

The rise of AI content tools presents a huge opportunity to stand out by demonstrating the qualities Google prioritizes – expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).  This type of high-quality informational content will set you apart as a thought leader in your field.

Understanding Informational Intent

While users can have different search intents, informational intent refers to searches where the user wants to learn, gain understanding, or solve a problem. It’s about delving into the “why” behind the questions your audience is asking. For instance, keyword research might reveal “customer survey tools”, but informational intent might be:

  • How to design a customer survey for maximum insights – This indicates a need for guidance beyond just finding software.
  • Best practices for analyzing customer survey data – This implies a desire to turn information into actionable improvements.
  • Customer survey examples for the health tech industry – This search seeks relevant templates, not just generic information.

Knowing these types of questions is key to creating content that resonates. By understanding the deeper needs beneath the search, your content can:

  • Provide Real Value: Go beyond basic explanations and offer solutions to the challenges behind the search.
  • Increase Relevance: Speak directly to your audience’s concerns and pain points, making them trust your insights.
  • Showcase Expertise: Demonstrate that you grasp the nuances of the topic, not just the surface-level information, and can provide unique insights that generative AI cannot replicate.

How to Create Informational Content that Converts

Here’s how to craft content that satisfies informational intent and establishes you as the go-to expert in your field:

  • Go Deep: AI-generated content often skims the surface. Stand out by offering viewpoints only an expert could provide: contrarian takes, insider data analysis, or predictions based on your experience with industry trends. Think quality over quantity.
  • Back It Up: Opinions aren’t enough. Integrate credible data, relevant case studies, quotes, or industry reports from established authorities in your niche to support your claims and build trust in your information. Emphasize sources that your audience will deem reliable.
  • Solve Problems: Informational content shouldn’t just impart knowledge; it should empower your audience. Instead of just explaining concepts, provide actionable advice that directly addresses their challenges and moves them towards a solution. Include step-by-step processes, troubleshooting tips, or actionable templates they can immediately implement.
  • Target the Niche: The most effective content is tailored to the precise pain points and questions within your industry. Consider creating a comprehensive “pillar page” on a core topic, supported by “cluster content” addressing more specific related issues. For example, you could create a well-researched guide on “Data Security in Remote Patient Monitoring”, supported by cluster content on encryption standards, consent issues, etc. This organized approach makes finding the right answers easier, boosting your SEO and positioning you as the ultimate resource.

Go for Quality Always

In the age of generative AI, thought leaders win by delivering the in-depth, expert-driven content that audiences actively seek. By strategically addressing informational intent, you not only provide value but also position yourself as an indispensable resource. Remember,  high-quality informational content demonstrates the E-E-A-T (expertise, experience, authoritativeness, and trustworthiness) that search engines increasingly reward. This builds lasting authority within your field and ensures your content remains the preferred choice for your audience.

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