#2-#3

Understand Your Audience’s Search Intent

• Informational — looking for specific information on a topic
• Navigational — wants to get to a specific web page or site
• Commercial — wants to investigate their options 
• Transactional — wants to purchase something ASAP

Come Up with a Win-Win Formula: Your Goal + Readers’ Intent

It’s important that your post is answering readers’ questions & satisfying their search intent so they’ll be more likely to accept your CTA.

• Set your goals prior to creating your content to track progress & determine success later.
• Think about what will help you achieve this goal.