How ‘I Want to Do’ Moments are Shaping Content Strategies

How do you peel a kiwi fruit? How do you make scrambled egg in the microwave? How do you take care of artificial grass?

When you want to do something, without question, you turn to the internet. Whether it’s a how-to video or step-by-step written guide, you know you are going to find what you need. In fact, according to Google’s Consumer Survey, 67% of millennials agree that they can find a YouTube video on anything they want to learn.

Further Google research reveals that 91 per cent of smartphone users turn to their devices to seek ideas when working on a task. Now, what is interesting for marketers in all of this is that one in three millennials report that they have made a purchase as a result of watching a how-to video.

91 per cent of smartphone users turn to their devices to seek ideas when working on a task.

91 per cent of smartphone users turn to their devices to seek ideas when working on a task.

This is precisely the reason that brands are building their content strategies around what Google has called ‘I want to do’ moments. And mobile really is shaping those strategies, with brands in agreement that this medium is dominating the way consumers search for content.

Addressing a Need

If you think about it, when someone says, ‘how do I …?’, that indicates a need. If someone is asking you for help, you’ve got an instant captive audience.

So how do you go about giving potential customers what they want, and use the opportunity while they are engaging with your content to convert a sale?

First of all you need to work out just what the ‘I want to do’ moments are amongst your audience, and then identify how you can help. Look at each step of the customer journey, from the initial research that is so often done way ahead of making a purchase, through to point of sale, whether that’s in-store or online.

What do consumers worry about when carrying out a project that involves your products or services? What do they NEED?

What do consumers worry about when carrying out a project that involves your products or services? What do they NEED?

What do Customers Need?

Ask yourself what it is consumers worry about when carrying out a project that involves your products or services, and address their concerns. Use customer surveys to discover frequently asked questions, and answer those questions with your content. You can also use Google Consumer Surveys and Google Trends to help you work out what consumers are looking for, and when. When is key to a successful strategy, because if the popularity of your subject matter varies by season, then you are going to need to factor this into your strategy.

Once you are equipped with the information, you can go on to create relevant content to serve the needs of your audience. Whether that content is written or video based, is presented through your website, YouTube channel, newsletters, blog, social platforms or some other medium, will be dictated by audience preferences.

Promote your Content

Promoting your content is obviously key to success. Give it the best chance of being found by including a description, a good title and relevant search tags, whether it’s a video or written piece. There are numerous opportunities for paid promotion too, such as Facebook or Twitter ads, or TrueView.

There is obviously a great deal more involved in putting together a content strategy – and implementing one – than we’ve discussed in this post. If it’s something you’d like some help with, please get in touch.

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