Journal Entry #6: Why humans still matter in writing

Alex Hughes
Aug 9, 2017 · 3 min read
Rabbits don’t read.

In 2017 businesses are data-driven as all get out. Numbers and algorithms matter more than faces and emotions. Almost as if we’ve all been transported to the planet Vulcan.

They say that data is the only reliable way to know that you’ve made the right decision. What about faces and emotions? How can a Google algorithm measure that?

If I write a piece of content that makes you smile, motivates you, or makes you think, then that piece of content is a success to me. My virtual words should leave you better off than you were before.

Don’t write for algorithms

Computers can read, but they don’t really get it.

As search algorithms become more complex, they become more difficult to “game.” That’s on purpose. Google knows that people don’t want to read content that was for machines, they want human content.

Google makes their search algorithms more complex because they want to find human content. This is still an extremely difficult thing to achieve since there’s no hard and rules as to what clicks with people. But, current guidelines are getting much closer.

What is Google looking for from written content right now?

These are all things that humans want from content and they are quantifiable for Google’s algorithm. They’re in the sweet spot, since they’ll help you to improve your writing while improving your content’s ranking.

Making your writing more human

Humans can read and they do get it.

Brand voices are near and dear to my heart. They’re little characters that you create to help a company’s content sound more human. Many of the things that companies do to sound more human can help you too.

Here are my top tips for creating human content:

  • Identify a single person to write to. Focus on helping that person. They might be fictional, a real person, or yourself.
  • Inject your own story, struggles, and personality into everything you write. People connect with humans, not facts and figures.
  • Share some kind of perspective. It’s OK to share what experts say or what the data says, but people can get that anywhere. But, they can only get your perspective from you.
  • Run your content through the Hemingway App and simplify it as much as possible. People don’t need to hear your five-dollar Harvard words. Focus on communicating ideas instead of sounding smart.

The human revolution is here

Writing online is no longer about keyword density, anchor text, or having thousands of backlinks. It’s about making a difference.

Write like a human if you want to improve the lives of other humans. Write like a human if you want to succeed online.

Live long and prosper,

Alex

About The Content Reactor

The Content Reactor is a Minnesota based writing and strategy firm. We believe that humans want and need other humans, so we write for them.

Alex Hughes

Written by

Chief Content Officer at The Content Reactor. Trying to create b2b copywriting and content marketing that’s interesting, happy, and emotionally appealing.

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