Content Creation that Bridges the Gap between Algorithms & Humans

Whether you write for algorithms or humans first, that is a fundamental philosophy that you pursue and that has an impact on the content you are creating. It influences your content creation process and whether you are setting yourself some guard rails that shepherd you towards favouring human-to-human connection or faster network growth.

It also influences your strategy, the tools, and systems that you use as well as the architecture of your “funnel”.

And then, it also influences your motivation and joy of writing – which are reflected in the topics and the language you use.

I believe that writing that is connected to your purpose is the most powerful writing that you can create. It might not be favoured by search engines and algorithms – but it is certainly favoured by humans who are aligned with your values and beliefs.

So…

Are you writing for humans or machines?

Many times, I have confessed that I am writing for humans. I am writing for myself because writing is also a way of processing thoughts and concepts and because I feel a sense of urgency to share certain insights with people who can profit from them - or who want to start a conversation that takes my thoughts further.

Writing allows me to engage with people who ask themselves the same questions and are open to sharing their input or those who simply want to consume my content and want to follow the thoughts it triggers in them. Whether they share those thoughts with me is secondary. Inspiring others to think is the primary objective (as well as, very selfishly, indulging myself with the process of writing).

Now, you are also writing and posting your content because you want it to be seen, shared, noticed, acknowledged, and your messages or missives acted on. You want to share knowledge, educate, persuade, engage, entertain…

And naturally, you want to find people who want to work with you.

That’s what you have in common with those who write for algorithms and conversion. Using keywords and hashtags to be found and favoured by the algorithm and search engines is not a bad thing.

However, it can influence the way you produce and share content. Taking more time to research and create keyword banks and keyword “stuffing” your content can give your content a quite generic and “artificial” feel as well as kill your originality and writing flow.

So, what are your content creation priorities?

Do you want to be found or do you want to inspire?

Both goals have their merits but require different strategies and processes.

Topics that grow your network, visibility, and reputation

Recently, the new LinkedIn algorithm has been a hot topic. Every creator on LinkedIn has felt the effects of the algorithm changes.

Some have welcomed the changes, some are oblivious to the changes, and others have cursed them. One thing is sure – LinkedIn is prioritising content writing for humans.

And that means that topics that are relevant and meaningful to your audience are on the rise. LinkedIn wants you to cater to a very specific audience and wants you to create your personal “knowledge hub” that naturally attracts people who are interested in your topics.

In other words – know your audience and their information needs so that you can write about topics that are relevant to the “right” people.

Not just potential clients but also competitors.

However, I’d like to reframe the word “competitor” more as “collaborator” and “contributor” - because other experts that engage with your content will share their expertise and add to the value of your content.

LinkedIn doesn’t want you to reach everyone – only the “right” people. Quality over quantity.

Relevance over virality.

This shift also means that it makes sense for you to re-assess your content pillars and the topics that you want to share so that you can make them super-relevant to the people you want to attract.

And it implies that you add depth and specificity rather than trying to appeal to a large audience by keeping your content light and easy to digest.

The advantage – topic choice and depth aid your positioning and expert status.

A few words on keyword stuffing…

How do you feel when you start writing with your mind on the ideal word count as well as a list of words and search phrases that you must include in your article?

Does that limit your creativity?

Does that limit your language and voice?

Does that have an impact on the depth and quality?

You are the judge of that. But I believe that you should be succinct, write all you need to write to get your topic across, and then stop without adding any fluff or editing it to SEO compliance.

Yes, keyword stuffing makes you more findable but it comes at a cost. You might be seen by more people – but these might not be the right people.

The right people hang around and contribute. They grow to know, like, and trust you (sorry for this “beaten to death” phrase). They invite others to join your community – and here’s the great thing – they invite people who are really interested in the topics you share. They invite people who are further along their customer’s journey.

Yes, your audience needs certain keywords to be discussed. But you don’t need to overstuff your content with them to attract everyone who might be remotely interested in your topics. You want those who are deeply interested in your topics!

What kind of research do I need?

I’ll make this section short. I rather spend my time researching a topic in depth than researching keywords.

The former grows my knowledge and expert status, and the latter, well, grows my boredom.

Where does inspiration come from?

Inspiration is everywhere. When you decide to be more present and to actively listen throughout your day, then you will never lack inspiration.

When you know your content pillars and your client’s information needs, then you find stories and inspiration almost everywhere. The mundane can be very inspiring. Especially when you are not preoccupied and allow yourself to see the little things that carry meaning that you can relate to the topics that your audience is interested in.

This can be a row of traffic cones on the road, a child throwing a tantrum at the checkout, a sentence in a book, a discussion with a friend or client, a sensation that you have when you are walking along the beach…

All those who have learned a little about improv, know that the smallest thing can be nothing or a gift for inspiration.

It’s up to you and your imagination to turn the spark of a word, image, or phrase into something valuable for your audience.

Finishing touches that respect a “human first” strategy

Now, I am not telling you to entirely ignore keywords, hashtags, and search phrases. But I suggest that you write first – for your audience and yourself.

Your writing can leave your audience changed. When your reader is following along and processing the information, thoughts, and ideas that you share, you have made changes to their brains. You have made them store information.

And you can do that more successfully when you fully engage them with stories, topics, and language that they enjoy and desire.

I’d love for you to be able to write with joy and fascination. And when you are done, you can pimp your writing to an extent that you find acceptable.

And lastly…

Share this newsletter with those who need to read this!