Content Marketing Blog mint

Content Marketing Blog

What Humans Want

Creating Content for Humans Over Bots and Algorithms

They say, change is the only constant in life. Who was "they?" A quick Google search will tell you that it was Heraclitus, the Greek philosopher. 

We turn to Google for most questions we don’t have answers for, relying on its algorithm for the most accurate result. For marketers, mastering Google’s algorithm is more than just a difficult task; it involves a great degree of research, intelligent optimization and understanding your audience inside and out. It can feel like a relief when the algorithm begins to work in your favour, sending a steady stream of users to your site. 

But Heraclitus isn’t wrong. Google is constantly tweaking and changing its algorithm to be smarter, faster and more accurate. This can be frustrating and confusing to marketers who are just trying to keep up. How can you make sure you’re up to speed and being successful with your content strategy?

According to SEO expert, A.J. Ghergich, if we’re chasing Google, we’ve got it all wrong. Ghergich, the CTO of Brado, argues that marketers are more likely to succeed if their strategy targets humans, not bots. "The brain is still smarter than the computer," he says. Ghergich also brings up the infamous Watson vs. Human computer chess tournament and other instances where we compare our learning capacity to robots, describing them as inaccurate measures. "Quote about computers being updated."1

Comparing Apples to A.I.

For marketers, going after human insights will always yield benefits. In fact, Google’s algorithm is consistently being tweaked to best mimic the search practices of actual human beings searching behind their devices.  According to marketing expert, Jayson DeMers, market research can help you succeed where data and analytics fall short. He explains, that "whether you're coming up with a keyword strategy or choosing a topic for a long form piece of writing... you need to know what your audience is actually interested in."2 Knowing their habits, perspective and problems will help you present the best solution with your brand. 

Here’s a quick reminder of some basic tips that add value to any digital marketing strategy:

  • Be conversational: Write like you’re speaking or searching. Search engines optimize content that’s simple, conversational and to the point.
  • Know your audience: Do your research and learn about their issues, problems and concerns.
  • Use keywords: Properly target and label your content for top SEO placements.
  • Format: Use tables, short paragraphs and bullets to make your content palatable and keep your readers engaged.

The computer may be the extension of the brain, but the brain isn’t going anywhere. While Google and its algorithm may be the most important tool to game SEO, it’s important to remember that we create content for people, not bots. With this reminder, the north star is clear: write for your audience and you’ll never be off course.

So, even as Google rolled out its January 2020 Core Update, creating content for humans is still a key requirement, and not just for Google, for the real, human, audience too!

Writing new content and keeping up with SEO can be challenging even for the most savvy marketers. At MintCopy, we have a team of trained writers and SEO experts who can help with your content marketing. We use proven best practices to elevate your marketing strategy and help you achieve success for your business online.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.