Content-Based Content: Attract, Nurture and Close Sales

In the digital marketing universe, one of the most powerful keys to creating content that truly makes an impact lies in understanding user search intent. It’s no longer enough to produce “attractive” pieces or publish across multiple channels  the real goal is to design messages that respond precisely to the moment a person is in along their buying journey.

When we talk about intent-based content, we refer to the ability to guide a lead from initial curiosity to final action. This approach not only boosts traffic and visibility but also builds a stronger bridge toward conversion.

The Map of Intent: From Discovery to Decision

A customer’s journey can be seen as a trip through three major stages. Each stage has its own needs, expectations, and motivations and your content must adapt accordingly.

In the discovery phase, the user is just beginning to realize they have a problem or need. They’re not yet thinking about brands or providers; they’re seeking to better understand their situation. Here, informational content is key.

An article explaining talent retention trends, a basic guide on how to choose a laptop, or a video about careers with strong job prospects can attract and educate. The goal is to make the person feel they’ve found valuable information without the pressure of a direct sales message.

As they move into the consideration stage, the focus shifts. It’s no longer about understanding “what” the problem is  now the user wants to evaluate how to solve it. This is the time for comparisons, in-depth guides, and webinars where experts discuss different alternatives.

At this stage:

• An HR manager might look for comparisons between people management software.
• A tech consumer might want to know the difference between a gaming laptop and an ultralight model.
• A student may be weighing the pros and cons of studying on campus versus online.
  
  

Content should help users evaluate, clarify doubts, and offer objective decision-making criteria.

Finally, in the decision stage, everything comes together. The lead knows what they need and is ready to take the final step — but they still need trust and reassurance. This is where case studies, personalized demos, customer testimonials, clear landing pages, and exclusive offers shine.

A well-told success story about how a company reduced costs using an HR platform can be far more persuasive than a simple list of features. In retail, a limited-time promotion with free shipping can tip the scales; in education, promoting scholarships or early enrollment benefits can make the difference.

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Content Types by Intent

Different formats become strategic allies depending on which stage you want to influence.

• In the discovery phase, articles, infographics, and tutorial videos work best because they spark interest without requiring commitment.
• In the consideration phase, webinars, ebooks, and comparative emails nurture leads and position your brand as a reliable source of knowledge.
• In the decision phase, nothing is more convincing than a real testimonial, a guided demo, or a personalized email with a concrete call to action.

The challenge is to avoid rushing the process. Trying to sell during the discovery stage is like proposing marriage on the first date  it feels desperate and pushes people away.

How to Audit and Identify Gaps

One often-overlooked step is reviewing what’s already published. A content audit helps you understand whether there’s coherence between user intent and your existing materials. Ask yourself:

• Are we covering every stage of the journey, or are we stuck publishing informational content that never drives action?
• Do our CTAs guide users to the next step, or leave them stranded in the same stage?
• Do we have duplicate topics that confuse both Google and our audience?

A great tool for this process is a content matrix by stage and decision-maker role.

For example, in a B2B context:

• A CEO typically looks for success stories with measurable financial results.
• An HR manager prefers comparisons and demos.
• Employees are drawn to content about company culture.

The same applies to retail, where messaging differs between the end buyer and the family member influencing the purchase, or education, where a student’s concerns differ from their parents’.

This type of mapping clearly exposes gaps: if you find you have plenty of discovery content but little decision-stage content, it’s no surprise your leads aren’t converting into customers.

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The Benefits of Thinking by Intent

An intent-driven content strategy delivers tangible results.

First, the traffic arriving on your channels is more qualified — not random visitors, but people with real needs. This directly improves your campaign CTR, since your messages align perfectly with what your audience is searching for.

When you complement this with strong decision-stage content, you’ll see increases in demo requests, service inquiries, and program enrollments.

Another — often underestimated — benefit is that this approach reduces friction in the sales process. A lead who has read, compared, and seen testimonials arrives to a sales meeting far more informed and ready to move forward. This simplifies the sales team’s work and makes it more efficient.

Common Challenges (and How to Overcome Them)

Of course, not everything is straightforward. Some of the most common obstacles include:

• SEO cannibalization: When multiple pieces compete for the same keyword. The solution is to establish a content hierarchy — one pillar piece supported by interlinked subtopics.
• Duplicate topics: When different teams create similar content without distinguishing intent. The key is to adjust focus — one article should educate, another should compare, and another should drive conversion.
• Inconsistent tone and style: If every piece has a different voice, the brand loses identity. An editorial style guide and team training can help maintain consistency.

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From Search Engine to Customer Connection

The true power of content marketing doesn’t come from producing more — it comes from producing better.

When every piece is designed with search intent in mind, the user journey becomes more natural and effective. What begins as a simple Google search can evolve into a lasting commercial relationship — if your content knows how to guide the way.

In an information-saturated landscape, what sets brands apart isn’t the quantity of articles or videos they publish, but their relevance.

Investing in intent-driven content means investing in better-qualified leads, higher conversions, and more satisfied customers.