Writing SEO Optimized Content For Real People With Real Problems
Content for the web has many facets, of which SEO optimization is only one. It seems appropriate to talk about this given the many preconceptions surrounding content creation, context, language, brand voice and findability.

Let’s keep in mind the audience: the people the content is designed to help. Your audience varies from strangers to current customers. They have issues. Business issues that manifest as problems, stages, bumps, tactical retreats, competitive action and reaction, negative cashflow (a favourite), margins, exposure, the board, risk, denial, failure.

What it means is there are a ton of things coming at these individuals all day long, every day. And you want them to read your blog post. You want them to get involved with your traffic campaign; to follow all your carefully planned steps until they take that final leap and fill in the form for that magical download. Then gazingable – you’ve succeeded in converting them into a lead: a real person with a name and email (presumably neither is false).

Congratulations. Now all you have to do is get them to read the download, act upon the information, click through links in the scheduled emails being delivered over the next 42 days, visit the website 7 times, find the pricing page and spend more than 4.5 minutes on it before clicking through to the about us page and list of senior executives – and finally rack up a lead score that justifies sending their contact information over to Sales for them to close the sale. Right?

Is your content actually that inspiring?

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.