How to write content for humans

andrea saez
7 min readOct 18, 2022

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A few months ago I was asked to join a conference to speak about how to write content that actually gets read. I will admit, I still don’t think anyone personally seeks out my content, but I do often try to make an attempt to make what I am writing somewhat interesting.

In a world where there’s content flying at us from EVERY SINGLE ANGLE (I bet you just stopped for yet another notification, right?) — it’s very difficult to retain people’s attention.

“Writing content for humans” isn’t just about writing content that will be hopefully glanced at amongst a series of other distractions — it is about building an audience.

So how do you actually achieve this?

TLDR:

  • Writing for SEO isn’t a thing.
  • Optimize your content with internal and external links.
  • Write with empathy, not for robots!
  • Do your research and get to know your audience.
  • Talk about your personal experiences — people want to connect.
  • Appreciate your copywriters, this shit is hard.

First things first.. SEO

Before we get to how to write content that will get read, it’s still worth discussing SEO a little bit.

There’s an obsession with SEO that I’ve seen grow throughout the years, but this obsession has lead to creating content that is high-ranking but frankly full of nonsense. (Remember that one time when Kanban Roadmap became a thing?)

This strategy may rank certain sites higher for those keywords, but perpetuates terrible information in circles. This isn’t content for humans — this is content for vanity.

Now that doesn’t mean you shouldn’t write with keywords in mind. No matter what, you’ll always have to research your target keywords, then structure the page around those keywords. This is called SEO optimization.

SEO Optimization

SEO Optimization is when you optimize your content to be as SEO friendly as possible. Keywords are just the first step to achieving that.

Another way of optimizing your content is with internal and external linking (that is…

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andrea saez

Product Thinker 🤔 | Creative 🖋️ | Asker of many questions | www.dreasaez.com