Why Should Writers Focus on Creating Genuine People-First Content?

Google offers resources on its algorithms to help marketers understand the ranking factors behind search engine results pages (SERPs). However, as digital marketers increasingly focused on ranking content, quality often took a backseat, resulting in an internet filled with repetitive, surface-level material. This emphasis on rankings led to keyword-stuffed, low-value content that provided little engagement or insight, making much of online content feel generic and overly simplistic.

Google’s helpful content update addresses the issue of repetitive content by rewarding people-first content, which delivers genuine information and a better user experience. As a result, brands now need to move away from keyword-stuffed pages and focus on producing quality material that reflects authentic, informative insights to meet updated search standards.

The goal of this shift is to encourage content that not only ranks well but genuinely engages readers and adds value. People-first content is about creating pieces that are not only informative but also truly connect with the audience, building trust and credibility. This approach helps brands attract quality leads and develop lasting connections with their target audience.

This explanation covers the importance of people-first content, detailing steps to help brands establish writing processes that produce valuable and engaging material. By focusing on these best practices, marketers can create content that ranks and builds a strong connection with audiences, offering meaningful value beyond mere keywords.

Hire an experienced full-time content writer to craft authentic, audience-focused content that engages readers and drives meaningful connections.

What is People-First Content?

People-first content is designed with the audience at the forefront, focusing on their needs, questions, and interests. It’s not just about achieving high rankings but offering value that helps the reader. Google’s helpful content update encourages content that provides unique insights and detailed resources, emphasizing a shift toward more audience-centered strategies.

The update rewards content that prioritizes usefulness and relevance for the audience, rather than content created solely to manipulate search rankings. Creating genuinely helpful content aligns with Google’s focus on delivering quality, user-focused material.

The helpful content update focuses on content that:

• Meets the needs and expectations of the audience: Content should address the specific questions, problems, and interests of the target audience, ensuring it provides real solutions. Understanding the audience’s intent and delivering relevant information is key to creating valuable content.
• Prioritizes usefulness and value: Focus on offering practical, actionable insights that benefit the reader. Content should be informative, reliable, and solve real-world problems, ensuring that readers find the information useful and valuable for their needs.
• Provides a satisfying reading experience: Content must be easy to read and navigate, with clear structure, engaging language, and visually appealing design. A satisfying reading experience helps retain the audience, increasing the likelihood of engaging with the content further.

This update emphasizes the importance of placing the audience’s needs at the core of your content strategy. It stresses that content should be created to genuinely help the reader, rather than just ranking high on search engines.

While aligning with Google’s ranking guidelines, optimizing your content for both people and search engines is crucial. Delivering clear, well-structured, and engaging content will resonate with your audience and improve your SEO, leading to greater success in reaching your target market.

Content Focused on People vs. Content Focused on Search Engines

People-first content focuses on delivering meaningful, in-depth information based on real-world expertise. On the other hand, search engine-first content is designed to optimize for algorithms, often summarizing existing content without adding new value or perspectives.

Search engine-first content lacks expert knowledge, which makes it challenging to address the more complex questions that users are searching for. When search results are dominated by shallow content, users often leave without finding the necessary information.

Google’s helpful content update provides essential questions to help evaluate if your content genuinely benefits users. To assess this, ask yourself:

• Audience Value: The content should address your audience’s needs and interests directly. It must provide practical, relevant information that helps solve their problems or answers their questions, making it worth their time and attention.
• Team Expertise: Your team should have sufficient knowledge or experience in the subject matter to provide in-depth, accurate content. This expertise ensures the information is trustworthy and authoritative, which is essential for building credibility with your audience.
• Content Focus: Content should reflect your brand or website’s core values and goals. If it deviates too far from your primary focus, it may confuse your audience and dilute your message, weakening the impact of your content.
• Content Depth: The content must be comprehensive and detailed enough to help users achieve their objectives. Surface-level information won’t be as effective in addressing complex issues, while well-researched, deep content provides clear guidance.
• Reader Experience: Beyond just delivering information, the content should engage readers, offering them a satisfying and valuable experience. This includes clear writing, proper structure, and ensuring the content meets the readers’ expectations in both quality and usability.
• Unique Insights: Content should present original viewpoints or fresh insights that differentiate it from others on the same topic. By offering unique perspectives, you provide more value and increase the chances of standing out in search results and engaging your audience.

Content that fails to address the needs of your audience or relies on automation to cover a broad range of topics is less likely to perform well in search rankings. Shallow, automated content lacks the depth and relevance that users seek. On the other hand, original, well-researched content offering valuable insights tends to stand out, engaging readers and ranking higher on search engines.

Also Read: Exploring 11 Different Types of Content for Effective Content Marketing 

Why Creating Content That Puts People First Matters

Writing content that prioritizes people is not just beneficial for your audience; it also brings tangible business benefits that can contribute significantly to your overall success.

Well-crafted, human-focused content helps your company:

• Establish authority: High-quality, well-researched content builds your credibility and positions you as a trusted resource. When readers consistently find useful, accurate information, they’re more likely to see your brand as an authority in your field.
• Provide real value: Content that directly addresses your audience’s needs and pain points is inherently more valuable. Focusing on solving problems or answering specific questions increases engagement and builds a loyal following.
• Strengthen relationships and build customer loyalty: Consistently offering valuable and relatable content strengthens your relationship with existing customers and encourages repeat visits and shares. People return to brands that understand them and provide content they can trust.
• Improve customer experience: Well-organized, clear, and informative content that answers common questions in one place elevates the user experience. When visitors can quickly find answers, they are more likely to feel satisfied and confident in your brand.
• Attract quality leads: Content tailored to real audience needs attracts leads who are genuinely interested in what you offer. Instead of reaching out to a broad audience, you’re engaging with those who are already looking for the solutions you provide, ensuring more qualified prospects.
• Drive sales: Providing valuable content that resonates with your target audience makes it easier to build trust and demonstrate how your product or service meets their needs. When potential customers feel understood, converting them into paying clients becomes much smoother.
• Outpace the competition: Prioritizing people-first content sets your brand apart from competitors who rely on generic or AI-generated content. Authentic, thoughtful, and well-written content resonates more with audiences, giving your business a competitive edge.

To craft content that truly focuses on your audience, it’s essential to understand their needs, concerns, and interests. By addressing these directly, you can create content that goes beyond just fulfilling expectations. This approach fosters deeper engagement, strengthens connections, and ultimately drives business growth by creating more meaningful interactions with your audience.

Also Read: How to Find the Right Content for Different Stages of Content Marketing Funnel? 

How To Create People-First Content 

Focusing on your readers’ needs and addressing their problems with your expertise will help improve your position on the SERPs in 2024.

Here’s how to achieve that:

1. Concentrate On E-E-A-T

Google now prioritizes content that experts with significant knowledge in the subject matter write. Its E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) guidelines outline how Google evaluates content for ranking. These factors are crucial in determining how well a page performs on search engine results, especially with the growing importance of quality content.

Let’s break E-E-A-T down further:

• Experience: Google prefers content that highlights personal or firsthand experiences, especially those based on real-life situations. This can include case studies, user reviews, or insights that bring real value to the content. When content reflects real experiences, it becomes more engaging and builds trust with the audience.
• Expertise: Expertise refers to how deep the knowledge in the content goes. Google favors content created by experts that offers more than just basic information. Well-researched, in-depth posts and professional insights are given priority. For example, blogs written by qualified professionals like doctors or engineers are seen as more credible.
• Authoritativeness: Authoritative sites are trusted and respected in their fields. Google evaluates authority using signals like the number of backlinks from trusted sites, their quality, and the site’s overall reputation. An authoritative website is one that people rely on for accurate information, and being linked to such a site can enhance the perceived value of your content.
• Trustworthiness: Trustworthiness focuses on the legitimacy and accuracy of the content. Google values factually correct content, transparent, and free from manipulative tactics, such as clickbait or misinformation. Websites with proper security measures (SSL certificates), transparent privacy policies, and clear author details also get higher trust scores. Moreover, maintaining a positive reputation online through reviews and user feedback contributes to trustworthiness.

To write for E-E-A-T, create content based on personal experience or supported by SMEs. Ensure the author has credibility and expertise in the field. Content should reflect authoritative knowledge and firsthand insights, strengthening its value and relevance to the audience. Authority is key for building trust with Google.

Demonstrate expertise by thoroughly covering the topic, and addressing all relevant details a reader needs to understand. Providing clear, in-depth explanations helps the content stand out. Back up claims with expert consensus, credible statistics, and current, reputable sources, enhancing the content’s reliability and relevance to the topic.

The quality of the websites you link to is crucial. Linking to authoritative and reliable sites shows Google that credible sources back your content. These links boost the trust and authority of your content. Always focus on external links from well-respected, expert sources in your field.

2. Focus On Reaching Your Audience

A clear understanding of your audience and their needs should guide your content creation process. You can craft content that addresses those points directly by identifying your audience values, their specific challenges, and the solutions they seek. This approach ensures your content is relevant, meaningful, and resonates with your audience, driving engagement and encouraging them to take the desired actions.

Here are a few questions to help shape your content strategy:

• Who is my audience: Identify key details like demographics, interests, and preferences. Determine if they’re industry experts needing in-depth analysis, newcomers seeking basic insights, or general readers wanting an overview. Understanding this helps set the content’s complexity, tone, and style to make it accessible and engaging for the intended readers.
• What makes this topic relevant or important to them: Explore why it matters by analyzing current trends, audience pain points, or common questions. Relevance often stems from addressing a specific issue or providing new angles on a familiar topic, making the content useful and timely for your audience.
• How will this content support their learning, goals, or problem-solving: Determine if your audience seeks guidance, technical knowledge, or general information. Shape your content to be practical and focused on their goals, whether it’s learning new skills, solving problems, or gaining deeper insights. This ensures your content is valuable, actionable, and directly aligned with their needs.

Knowing your audience’s concerns and motivations is key to crafting content that truly resonates. You can provide relevant and valuable insights by aligning your content with their interests and challenges. This deep understanding lets you speak directly to their needs, making your message more impactful.

You can further engage your audience using relatable language and practical examples. Including actionable takeaways ensures they can apply what they’ve learned. This approach builds trust, encourages deeper engagement, and helps create a long-term connection with your audience, making them more likely to return for future content.

3. Focus On Reaching Your Audience

To connect with your audience, start by identifying the problems they face. Pay attention to their questions, as they often highlight their struggles. Understanding these concerns lets you provide solutions that directly address their needs.

Engaging directly with customers is a great way to uncover their issues. Use surveys to gather feedback and learn about their needs. This method offers clear, structured insights. Additionally, consult teams like customer support and sales, who interact with customers regularly and have direct knowledge of the problems they encounter. This collaboration ensures you’re addressing the right concerns.

Online communities like Quora and Reddit are great resources. These platforms are full of real-time questions from users looking for answers. By following discussions, you can clearly understand your audience’s common issues, which can help guide your content creation. They give you a genuine look into your audience’s concerns.

When crafting content, explain processes related to your product or service. Share your own experiences, especially those where you’ve solved a similar issue. This adds a personal touch, making your advice more relatable and trustworthy. Highlighting another company’s successful strategy can also serve as a helpful case study, providing practical examples of how problems can be addressed.

4. Build A Memorable User Experience

A strong user experience keeps readers engaged and encourages them to explore more of your site. An optimized experience ensures users stay longer, increasing their chances of converting into customers or loyal visitors.

To create a solid user experience in your content, keep these points in mind:

• Start with value: Readers should immediately understand what they will gain from your content. Organize it so the key points come first, followed by supporting details. According to studies, visitors tend to skim content, so placing essential information upfront ensures that even quick readers can grasp your message. Content that speaks directly to the reader’s needs and interests makes them more likely to stay.
• Include relevant examples: Provide actionable insights and examples that resonate with your audience. Research shows that content with clear, relatable examples is far more likely to be shared. Case studies, testimonials, and real-world scenarios enhance credibility, making your content more useful and engaging for readers.
• Prioritize accessibility: Use clear, easy-to-read sentences and high-contrast fonts to ensure your content is accessible to all readers. Accessibility extends beyond visual clarity; it includes ensuring screen reader compatibility and structuring content with headings, lists, and simple navigation. An inclusive experience makes your site available to a broader audience, which can increase overall site engagement.
• Showcase your brand’s personality: People connect with brands that feel real and genuine. Be authentic in your tone—whether professional, friendly, or witty—and let your brand’s unique personality shine. This helps you stand out, build trust, and create a stronger emotional connection with your audience, making them more likely to return.
• Ensure fast load times: Pages should load quickly and be responsive to enhance the user experience. Slow-loading pages can frustrate users and lead to high bounce rates. Optimizing image sizes, using caching tools, and reducing unnecessary elements can significantly improve load times, ensuring visitors don’t leave due to lag.

Content that delivers immediate value and is easy to navigate will keep readers returning. By optimizing these aspects of user experience, you’ll not only increase engagement but also build trust and loyalty with your audience. A seamless user experience encourages repeat visits and strengthens the overall brand relationship. 

Furthermore, when users find value quickly and can easily interact with your site, they are more likely to share your content, enhancing word-of-mouth referrals and expanding your reach. Consistent positive experiences foster long-term connections that translate into sustained traffic and improved conversion rates.

Also Read: SEO Content Writing Mastery: 5-Steps to Success

How To Combine People-Friendly Content With SEO

SEO is all about delivering the most relevant answers to users’ queries, and many foundational principles are still crucial today.

To create an optimal user experience while boosting SEO, follow these essential guidelines:

• Focus on keyword themes: Rather than fixating on a single keyword, emphasize broader keyword themes. This strategy lets you naturally integrate related terms and synonyms, improving content relevance and ranking. SEO tools like Google’s Keyword Planner or SEMrush can help identify these keyword themes and expand your reach by capturing a wider audience.
• Use keywords in headings: Incorporating relevant keywords in headings benefits readers and search engine crawlers. Headings help structure the content, making navigating easier while signaling to search engines what your page is about. This improves readability and SEO, allowing crawlers to index your page accurately and enhancing user engagement.
• Keep it simple and concise: Avoid overcomplicating your content with jargon or unnecessary details. While your audience is knowledgeable, their time is valuable. Using clear, straightforward language allows readers to digest information quickly and efficiently. Simple content also performs better in search engines, as it’s easier for algorithms to parse and match to user queries.

Conclusion

Focusing on people-centered content ensures that your message resonates with your audience and addresses their real needs. Instead of creating content purely for visibility or keywords, prioritizing user value builds trust, leading to lasting connections. This strategy involves understanding what your audience truly wants and crafting messages that offer genuine solutions.

Putting the audience’s interests first makes your content more engaging and memorable. When people feel understood and supported, they’re more likely to connect with your brand, share your content, and become loyal followers. This audience-focused approach helps cultivate a community around your brand.

Creating people-focused content also naturally aligns with search algorithms that prioritize user satisfaction. Search engines increasingly favor content that fulfills user intent, so by concentrating on people’s needs, your content can rank better without relying solely on keyword tactics. Quality engagement and relevance authentically improve rankings.

Ultimately, a people-centered content approach is a long-term investment that leads to sustainable growth. As you build stronger connections and trust, your content’s impact multiplies, creating a cycle of growth and engagement. This approach doesn’t just improve metrics; it strengthens your brand’s relationship with the audience, making it a powerful strategy for success.

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