Although keywords and backlinks are extremely important to your content strategy, they aren’t the whole of it. Without a human touch, your content is dead on the page.
Warm, personal content that speaks directly to your audience’s hopes, fears and thirst for knowledge humanization serves a dual function. It’s good for SEO, because as search algorithms become more sophisticated, the relevance of your content will become more important. And, it’s excellent as a more traditional marketing practice, creating a vibrant personality for your brand that customers can’t help falling in love with.
Save the Stuffing for Thanksgiving
A little learning, as they say, is a dangerous thing. Too many content writers new to the concept of search engine optimization start out by stuffing their content with keywords and calling it a day. This is a huge mistake.
Keyword-stuffing doesn’t just make for repetitive, robotic content, it’s also terrible for your page rankings. Thanks to Google’s Hummingbird update, the search giant’s algorithms prioritize content relevancy and punish content that’s heavy on keywords but thin on actual information.
Search engine optimization is important, but best left to experts. When you craft your content, focus on making it factual, engaging and authoritative.
Personality Is Invaluable
I said it in my previous post (about Instagram strategies) and will say it again: don’t be boring! Your content-inundated users want to read things that are fresh, funny and (sometimes) a little weird.
Infuse your content with personality, from your landing page to your press release boilerplate. As Kelsey Jones of Search Engine Journal notes in her recap of Ramon De Leon’s 2014 SMSSummit keynote speech, content that takes risks captures your customers’ attention. Trust your instincts and use your content to tell a story about why your business is a must-have force in your customers’ lives.
Of course, this is easier said than done, especially if your industry deals in subjects that are technical or dry. However, being in an industry that tends to generate dry or even boring content can be a huge boon to your marketing strategy. Your customers want to be informed and understand what they’re getting, so, by creating exciting, unusual content around otherwise difficult topics, you’ll stand out from your competitors and keep your customers coming back to learn.
Don’t Go it Alone
Although the endless creative possibilities of content writing make it an exciting practice, all that brainstorming can burn out even the best of us. Thankfully, you don’t have to be the sole content creator for your company.
Utilizing user-generated content is an excellent strategy for, quite literally, humanizing your content. By inviting customers to join in, you encourage their engagement with your brand and inject your content with doses of new and different voices.
You can’t write warm, engaging, human content without getting in touch with your own humanity. Do what you need to do to get inspired and stay inspired about your business and industry, whether it’s joining a weekend-long conference or marathoning through an industry leader’s latest eBook. Share your human experience with your customers by talking openly about your losses as well as your victories. By creating content that doesn’t shy from vulnerability, you’ll give your customers what they crave the most: connection.