Stop Writing for Algorithms, Start Writing for Humans

Too often, content strategies fail because they’re built with the wrong focus: pleasing algorithms instead of people. Historically, this has been a common pitfall because early SEO practices prioritized keyword stuffing and technical optimizations over genuine audience engagement. The result, usually, is content that ranked but failed to connect or convert. I’ve been there. You spend hours crafting the perfect piece of content — optimized for search engines, beautifully produced, and strategically posted, only to see it underperform. It’s frustrating, even heartbreaking.

Here’s the reality: algorithms are smarter than ever, and ironically, they now favour human-first content. Platforms like Google, YouTube, and LinkedIn have shifted their priorities. Instead of obsessing over SEO hacks or gaming platform algorithms, creators and marketers need to focus on what truly matters: delivering value to people.

I learned this the hard way. But once I shifted my approach, the results were undeniable. My engagement rates soared, my content started gaining traction, and the feedback I received was far more meaningful.

Let me walk you through how I turned things around, and how you can too.

1. Start with Storytelling

Numbers and data can grab attention, but stories are what resonate and get shared. Humans are wired for storytelling; it’s how we’ve communicated for millennia. Research from a 2010 Princeton University study by Dr. Uri Hasson shows that storytelling activates multiple areas of the brain, including those associated with empathy and memory. For instance, the study demonstrated how listeners’ brain activity synchronizes with that of the storyteller, creating a shared experience. This emotional and neurological connection is what makes storytelling so impactful. When I started incorporating real-life examples and narratives into my content, the impact was immediate. My engagement jumped fourfold.

For instance, I used to publish posts filled with dry statistics. While they were factually solid, they rarely sparked a conversation. Then, I started pairing the stats with personal anecdotes or case studies. Suddenly, my audience leaned in. They commented, shared, and reached out to me directly.

Research Insight

According to a Nielsen study, ads with storytelling elements are 22 times more memorable than those relying solely on facts and figures. Additionally, 68% of consumers are more likely to engage with content that includes relatable, human-centred brand stories.

Example

Consider the viral success of Airbnb’s “Made Possible by Hosts” campaign. Instead of listing features of their platform, Airbnb showcased heartfelt stories of how hosts and guests built meaningful connections. The campaign drove record engagement and increased bookings globally.

2. Speak Their Language

Another common mistake I made was using language that felt stiff, formal, or overly complex. My early content was loaded with jargon and buzzwords. It was polished, sure, but it wasn’t relatable. People don’t search for “synergize solutions for agile frameworks”; they search for “how to work better as a team.”

When I swapped the formal tone for a conversational, relatable one, my audience started engaging more. On platforms like Instagram, for instance, I’d write captions that felt like chatting with a friend rather than delivering a lecture. On LinkedIn, I used straightforward language to explain complex ideas. This approach worked wonders for engagement.

Use tools like AnswerThePublic or Google’s “People Also Ask” section to see how real people phrase their questions. Write like you’re responding to those queries in a natural, approachable way.

Case Study

Grammarly refined its onboarding and UX copy by shifting from a robotic, instructional tone to a more supportive and conversational voice. Instead of impersonal directives like ‘Check for errors,’ the company adopted phrases such as ‘Let’s make your writing shine!’ By aligning language with user intent and emotions, Grammarly effectively built trust and encouraged users to upgrade their experience. Similarly, Duolingo’s humorous and casual tone on social media has made it one of the most engaging brands online, proving the power of relatable language.

3. Add a Clear CTA (or Skip It Altogether)

For the longest time, every piece of content I created ended with a generic CTA like, “Read more” or “Learn more.” These calls to action were too vague and didn’t offer the reader a clear next step. Once I started aligning CTAs with the content’s purpose and the user’s journey, the results improved significantly.

Here’s what I changed:

• For actionable content: I used CTAs like “Download the guide” or “Try the template,” providing tangible next steps.
• For reflective content: I sometimes skipped the CTA altogether, leaving readers with a thought-provoking question instead of a directive. This approach worked particularly well on LinkedIn, sparking more comments and shares.

Funnel-Specific CTAs

HubSpot found that personalized CTAs perform 202% better than generic ones. The more specific and relevant your CTA, the higher the chances of engagement.

Your CTA should align with where the content sits in the funnel:

• Top-of-Funnel (ToFu): Encourage further exploration. For example, a blog on “What is HR Tech?” might link to another post like “HR Tech Trends for 2024.”
• Middle-of-Funnel (MoFu): Provide resources to build trust, like a case study or webinar.
• Bottom-of-Funnel (BoFu): Focus on conversion. For instance, “Book a demo” or “Request a free trial.”

Example

Dropbox’s CTA strategy is a great example. Their homepage A/B test revealed that the CTA ‘Find your plan’ was more effective than ‘Start for free’ or ‘Get started’ in guiding users towards making a purchase rather than opting for a free trial. This targeted approach from Dropbox ensured that more users moved directly to the pricing page, increasing the likelihood of immediate conversions and reducing reliance on free trial conversions, which have an estimated 2.4% success rate.

4. Leverage Data to Fine-Tune Your Approach

This was a game-changer for me. Instead of guessing what might work, I started using data analytics to inform my strategy. I tracked metrics like dwell time, bounce rates, and click-through rates to understand what resonated with my audience.

Example

Using heatmaps on a website, I discovered that readers often skipped over large blocks of text. By breaking up content with subheadings, bullet points, and visuals, I saw an increase in time spent on the page. For example, I used bold, descriptive subheadings to guide readers through the content and included charts and infographics to illustrate key points. These visuals broke up text and made complex ideas easier to grasp at a glance.

Research Insight

A study found that 70% of top-performing marketers use data-driven insights to optimize their content strategies. Tools like Google Analytics, Hotjar, and Semrush can provide actionable insights to help you refine your approach.

Create for Humans First, Algorithms Second

When you focus on delivering value to your audience, the algorithms will naturally reward you. Google’s Helpful Content Update, YouTube’s push for discoverability of smaller creators, and LinkedIn’s preference for authentic, value-driven posts are all proof of this shift.

By prioritizing storytelling, using relatable language, crafting thoughtful CTAs, and leveraging data, I was able to revamp my content strategy and see tangible results. The process isn’t complicated, but it does require a shift in mindset, from chasing metrics to genuinely serving your audience.

Focus on connecting with your audience, and the numbers will follow. Start by revisiting your latest piece of content and asking yourself: does this genuinely address my audience’s needs or spark their curiosity?

Challenge yourself to make one tweak today that puts your audience’s perspective front and centre.

💡 What’s one thing your content could do better today?

I’d love to hear your thoughts. Let’s start a conversation!