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 - 1/21/2021 06:00

Who’s your favorite Superman? Is it Christopher Reeve, Dean Cain, or Henry Cavill? If you’re like many Superman aficionados, you may not have a favorite. You enjoy them all on their own merits. Each rendition of Superman brought a new facet to the character. Content is much like those favorite characters who we keep bringing back.

Sheetal Pinto - 1/14/2021 14:27

Most businesses don’t have an infinite marketing budget, so it’s important to focus on smart content marketing. In creating a strategy, you can put your marketing dollars toward the most effective methods to increase your audience and boost sales. Here are five more content marketing ideas that you can use on a budget to see how your customers respond.

Sheetal Pinto - 1/7/2021 06:00

As we enter 2021 with innovative ideas and new opportunities in entrepreneurship, let’s take a look at how content marketing can lead to new customers, even if you don’t have a huge budget. The key is to get a content strategy and build your content vault as you grow your business. Here are five ideas you can build into your marketing plan to reach out to your audience.

Sheetal Pinto - 12/22/2020 13:24

As you look forward to your 2021 content strategy, look back at the roller coaster of 2020. This year—make no mistake—it was a pandemic that altered consumer behavior, forcing marketing teams to pivot their content plans. #BlackLivesMatter put the focus on minority businesses and diversity. Our focus was on helping businesses stay relevant while maximizing their online presence.

Sheetal Pinto - 12/17/2020 06:00

With everything going on in the world, you may be wondering if people care about grammar and spelling on your website and social media channels. Here’s the thing—people now have more time to notice errors in online content. Smashed Media estimates that “grammatical mistakes on websites can reduce sales by up to 50%.” Quality Logo Products reports that 42.5% of over 1,000 social media users who were surveyed about spelling mistakes would not purchase goods on websites that had misspellings. It’s not as though your audience comprises of language experts and schoolteachers, but consumers want to see that your brand cares about the details, even the seemingly unimportant details like grammar and spelling in digital content. To support your busy team of in-house writers, consider hiring an experienced SEO copywriter who can play the role of a content editor.   

Sheetal Pinto - 12/10/2020 06:00

Even if you can’t afford to hire a bunch of people to manage online content, you can support your team with a strategic plan to produce high quality content. Here are the best ways to develop the potential of your content marketing team, regardless of size.

Sheetal Pinto - 12/3/2020 06:00

Content is vital to your marketing strategy. The quality and volume of your content help drive your SEO rankings. The thing to remember is that SEO is just a skeleton without content. Content without SEO is just pretty fabric without a purpose. Many businesses produce content for SEO purposes. After all, you want your website to rank in search to gain customers. But if you forget about the human audience, your content won’t get consumed, shared and re-consumed. When you focus on your user first, making your content relevant and useful, your audience wants more, leading to better SEO rankings.

Sheetal Pinto - 11/26/2020 06:00

Modern consumers shop 24 hours a day. Most businesses don’t have the capability to be available every hour of every day to answer questions and provide information. Chatbots are a popular method of responding to your audience. Although chatbots have been around since 1966, today’s chatbots are becoming incredibly more useful and responsive. They’ve gone way beyond the telephone message system of the 1980s and 1990s. With a rise in Artificial Intelligence (AI), you can utilize this technology to benefit your own business. May content marketing work for you – in real-time!

Sheetal Pinto - 11/19/2020 06:00

An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don't read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader's attention.

Sheetal Pinto - 11/12/2020 06:00

If you’ve done a Google search recently, you’ve come across some of the newer features of search. For some searches, videos are getting more notice for more interactive and informative information for users. Another addition to search is the rich FAQ snippets or “people also ask” boxes. Google’s “mission is to organize the world's information and make it universally accessible and useful.” Understanding that Google and other search engines aren’t created for your online marketing efforts can help you provide the right content to maximize your SEO strategy. FAQs were once an afterthought. Today, FAQs can boost your organic search efforts in multiple ways. Almost every page has the potential to function like an FAQ page.