With the rise of AI tools, it’s easier than ever to produce content quickly, but that can lead to a lot of surface-level articles that prioritize speed and SEO over true value. In today’s Tech News Tuesday episode, we’re talking about creating content that’s relevant to your audience while keeping search engines happy.
We’re discussing how to create content that not only ranks well, but truly connects with your audience. Plus, learn how Google’s recent updates on helpful content may have you rethinking content creation.
People-First Content
Google’s focus now is on what they call “people-first content.” They want content that addresses user intent, not just content that ranks well. And when we say user intent, we mean understanding why someone is searching for something.
Understanding user intent allows you to create content that aligns with what your audience needs, not just what ranks.
Are they looking for information? Are they ready to make a purchase? Understanding their intent allows you to create content that aligns with what your audience truly is looking for, not just what will rank.
With Google’s emphasis on E-E-A-T—Expertise, Experience, Authoritativeness, and Trustworthiness — you don’t want to cut corners. The recent updates really shined a spotlight on the importance of these factors. If your content lacks depth or expertise, it’s not going to cut it anymore. So, if you’re using AI tools like ChatGPT to help generate content, that’s fine, but make sure you’re adding real value to the conversation. We’ve talked before about the importance of using AI to sound like you, not a robot.
If you’re using AI tools like ChatGPT to help generate content, make sure you’re still adding real value to the conversation.
That’s why it’s crucial to go deeper with your content. Instead of just covering the basics, get into real-world examples, share case studies, and offer insights that can’t be found elsewhere. This is about building authority and trust with your audience. Google rewards content that goes beyond surface-level answers. So, if your competitors are writing 500 generic words on a topic, maybe you should be writing 1,000 words, but packed with more detailed, actionable information. It’s not about word count; it’s about the depth of knowledge you provide.
Don’t add words for the sake of adding words.
Don’t add words for the sake of adding words. That’s where originality comes in, too. While it’s tempting to rely on industry templates or trends, it’s important to bring your unique perspective to the table. You have to find a way to personalize your content to fit your audience’s needs. Fresh, original content builds trust and fosters a loyal audience. According to HubSpot’s latest report, 75% of marketers agree that personalized content drives profitability. So, don’t be afraid to be original—find new ways to connect with your audience that go beyond what everyone else is doing.
75% of marketers agree that personalized content drives profitability.
Think Beyond the Blog
It’s also important to think beyond just blog posts. While writing is still a key part of content strategy, people consume information in so many different ways now. Video, podcasts, webinars — they’re all part of the content ecosystem that you need to engage with. Diversifying your content allows you to meet your audience where they are, whether they prefer reading, watching, or listening. It’s perfectly fine to reuse and repurpose the same content in different media.
Use storytelling to connect the dots for your audience.
Don’t forget about incorporating stories. People love stories — they help break down complex topics and make them more relatable. Think about how you can use storytelling to connect the dots for your audience. A quick, relevant story can make your content more engaging and memorable, and it’s a great way to highlight your product or service without coming off as too salesy.
Use Analytics to Improve Your Content
Content creation doesn’t stop once the post is live. Use analytics to continuously improve. It’s about promoting that content too. You need to be looking at performance metrics like time on page, bounce rates, and social engagement to see if your content is resonating with your audience.
The bottom line is this: creating helpful content isn’t just about satisfying algorithms—it’s about creating real value for your audience. Focus on user intent, add depth to your content, be original, and diversify your content formats. And remember, it’s a long-term game. You have to be patient, keep iterating, and always be in tune with both your audience and the search engine’s expectations.
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Links in this episode: How To Create Helpful Content Post-HCU
