Understanding User Intent for B2B Industrials Entering Content Marketing

inbound marketing-a magnet that attracts customersIn the dynamic realm of digital marketing, understanding, and harnessing different search intents or user intent as SEO professionals call it, is crucial for crafting a successful online strategy for your B2B.

Three primary user intents or search intents —informational, transactional, and navigational—play distinct roles in guiding your buyer’s behavior. This article delves into these search intents, highlighting why informational SEO stands out as the most valuable for mid-size B2B industrials embarking on their own content marketing journey.

  1. Informational Search Intent

Informational search intent or user intent is driven by your buyers seeking knowledge, answers, or insights on a particular topic, product or service your company might provide. These buyers are in the early stages of their journey, looking to understand a concept, solve a problem, or gather information. In the B2B context, informational searches may include queries related to industry trends, best practices, or solutions to common challenges.

I believe that subconsciously they are also looking for trusted industrial brand. 

 Why Informational SEO Matters

For mid-size B2B industrials just entering the content marketing arena, informational SEO offers a strategic advantage and a unique “sweet spot” for almost all mid-size industrials. Creating high-quality, informative content establishes your business as an industry authority. By addressing the informational needs of potential buyers, mid-size enterprises can attract a wider audience, including those who may not be actively looking to make a purchase but are in the research phase.

  1. Transactional Search Intent

Transactional search intent signifies users who are ready to make a purchase or engage in a specific action. These searches often include terms like "buy," "order," or "request a quote." In the B2B context, transactional searches might involve queries related to pricing, product specifications, or vendor comparisons.

Obviously, if your B2B website offers products for sale with a shopping cart, you need to get really good a understanding transactional search and the best way to design your site map.  This is the most complex skill your marketing folks will need to master. Not for the faint-hearted

The Role of Transactional SEO

Transactional SEO is crucial for converting leads into customers if you have e-commerce site. However, for mid-size B2B industrials just starting their content marketing journey, focusing solely on transactional intent may limit their reach. Users in the early stages of research are unlikely to convert immediately. Therefore, a balanced approach that incorporates informational SEO sets the groundwork for nurturing leads through the entire buying process.

  1. Navigational Search Intent

Navigational search intent is driven by users looking for a specific website, page or physical location. These searches often involve brand or product names. For example, “Where is the closest Baldor dealer?”. While navigational intent is less relevant for content marketing strategy, it plays a crucial role in ensuring brand visibility and accessibility.

Navigational SEO in Context

For mid-size B2B industrials, prioritizing navigational SEO is essential for brand recognition and user convenience. However, relying solely on navigational intent neglects the broader spectrum of users in the research phase. A holistic approach that combines navigational SEO with informational SEO ensures that your industrial brand is discoverable for both existing customers and potential buyers seeking industry-related insights.

If your industrial company is a supplier that has multiple locations then navigational SEO needs to be factored into your web design or site map. SEO professionals may call this local SEO. Basically, local SEO ensures that your web site provides both information and location information for both Google and your visitors.

The Case for Informational SEO in Mid-Size B2B Industrials

Building Credibility and Trust

Informational content establishes your mid-size B2B industrial as a credible source of industry knowledge. By providing valuable insights, answering common questions, and addressing pain points, you build trust with your audience. This trust forms the foundation for long-term relationships, positioning your brand as a reliable partner in the eyes of potential buyers.

Attracting a Diverse Audience

Informational SEO casts a wide net, capturing the attention of a diverse audience exploring various facets of your business and industry. Mid-size enterprises can reach not only those actively seeking products or services but also those in the early stages of research. This expanded brand visibility maximizes the potential for lead generation and conversion in the long run.

Nurturing Leads Throughout the Journey


An informational content strategy complements the entire buyer's journey. As we say in marketing jargon, this is the top of the funnel … ToFu.

As users progress from informational searches to transactional inquiries, mid-size B2B industrials can guide them seamlessly from Top of Funnel (ToFu ) to Middle of Funnel (MuFu) to Bottom of Funnel (BuFu) that then leads to a conversion. By offering a wealth of information, businesses stay top-of-mind, or brand visible, throughout the decision-making process, increasing the likelihood of converting your leads into loyal customers.

For the industrial marketer new to content marketing and the concepts outlined above, deploying a marketing automation platform such as HubSpot makes these concepts seamless to execute. HubSpot’s amazing HubSpot Academy will also demystify these concepts and give your marketing personnel Phd’s from some the brightest marketers on the planet.


While transactional and navigational search intents are crucial for the overall success of your content marketing strategy, mid-size industrials stand to gain the most from prioritizing informational SEO. The easiest way to start that process is by starting a blog.

It still amazes me how few B2B’s take the time to create a blog ... THE MOST customer-facing marketing endeavor your company can do.

By becoming an authoritative source in your industry, you not only attract a diverse audience but also lay the groundwork for long-term customer relationships. In the ever-evolving digital landscape, where information is key, embracing the power of informational SEO is not just a choice—it's a strategic imperative for mid-size B2B industrials ready to stick their toe in the water of content marketing. 

Need a little help crafting your B2B marketing strategy? , give me a call or contact me via email


Mid-size industrials using SEO effectivelly