There has been some exciting news over the past 24 hours, with Google advancing its search capabilities via an update called BERT (Bidirectional Encoder Representations from Transformers, to be exact).
While we find it incredibly exciting, we acknowledge everyone doesn’t. So here’s the TLTR version:
What does BERT do in a nutshell?
On the example on the left, Google (previously) interpreted that the search term came from a US citizen, instead of it being a Brazilian traveller looking to travel to the US.
What’s it mean for me/my content?
What is customer intent research, and will it help?
In a nutshell, yes it will unequivocally help.
Too many brands try to talk to people without their permission, about stuff they don’t care about.
Customer intent research lets you understand the actual outcome a person – or tribe – is seeking, and to craft your marketing around their objective, interests or needs.
This insight should then be used to power everything from your performance marketing, to content, to TV creative.
Here’s an excerpt from a recent article I wrote about how to understand customer intent: