The customer journey is harder to predict than ever. As a result, foreseeing the user intent for insurance marketing becomes a more difficult job. In an increasingly connected world, customers demand personalized digital experiences, highly-relevant and tailored communications, and a match for their needs and preferences. Customer expectations are at an all-time high, while their patience is at an all-time low. For this reason, when creating a content strategy, one of the questions we need to answer beforehand is “what does it solve for the client?” or, in other words, “what is the user intent?”. In this week’s post, we will focus on understanding user intent for insurance marketing to help you get ahead of your prospective clients.