How This Applies to Home Care Marketing
Informational queries represent families early in their care research. They’re not ready to hire but are seeking understanding. Content targeting informational intent—condition guides, caregiving tips, comparison articles—captures these families at the awareness stage.
While informational content doesn’t convert immediately, it builds brand familiarity and trust. Families who find helpful information from your site will remember you when they’re ready to act. Informational content also earns backlinks and social shares more readily than commercial content.
Key Takeaway
Balance your content strategy between informational and transactional intent. Informational content builds your audience and authority; transactional content converts. Both are necessary for a complete marketing funnel.