User-Centric Content Strategy

In a world where AI recommends solutions based on detailed user prompts, it’s more important than ever to map your content to real pain points. So instead of starting with a keyword tool, we start with customer pain points. We ask: 👉 What problems are people actively trying to solve? 👉 What do they say on sales calls? 👉 What objections come up before buying? We dig through: transcripts, support emails, call notes and extract the real language people use when they’re stuck. Then, we reverse-engineer keywords from there. Not by guessing. By mapping real pain points to search queries. We avoid broad, high-level terms like: ❌ “content marketing” ❌ “inbound marketing” ❌ “SEO strategy” Instead, we look for high-intent keywords that address specific pain points, such as: ✅ “how to get leads from content marketing” ✅ “how to measure conversions from SEO” ✅ “how to write content for advanced audiences” These kind of topics are more representative of challenges our clients are trying to solve. When prospects are searching for how to solve these kind of problems, we’re the ones sharing how to solve them. They read our content, then reach out to us. Many businesses focus on high-level topics instead of focusing on the specifics of the problems their customers are trying to solve. The approach we take is what separates content that drives leads from content that only drives page views. 🔗 Want to see how to apply this strategy step by step? Read the full article — link in the comments.

Let’s say you’re a marketer hoping to win traffic from anyone searching for the "Best Beatles Songs." In the past, your SEO strategy would be to target keywords, and create content with corresponding headlines. i.e. “Must-Listen Beatles Songs” But now you need a different game plan. As we see more and more AI-powered engines like Perplexity and ChatGPT enter the market, the way we find information is becoming drastically different. These companies are making rev-share deals with major publishers to ensure their models have current, fresh information that’s accurate, comprehensive and forward thinking. To win an AI-enhanced search, your content should address the question: why are people searching for Beatles’ songs in the first place? You need to consider broader context and user intent. For example, are users discovering The Beatles for the first time and looking for an introduction to their catalog, or are they superfans wanting deeper insights into the music’s impact on culture? Offer value that goes beyond listing songs—provide historical context, trivia, or playlists curated for different moods or occasions. Focus on interactive or multimedia content, such as videos, audio clips, or even AI-generated playlists to create a richer, more engaging user experience. Show the search engine that your content satisfies not just the initial question, but also the deeper exploration the user might engage in. By doing this, you position yourself to build a trusted relationship with users.

My agency, The Search Initiative, helped a client grow organic users by 250% in 6 months. From 266,409 to 932,409 monthly users. Zero ad spend. Here's the exact 4-part strategy we used 👇 1. Category Expansion and Opportunity Mapping We audited keyword gaps for volume, intent match, and ranking potential. Prioritised by commercial value first, not just search volume. Then built a universal template every category page had to follow. Intro copy, FAQs, internal links, schema, and media, plus a minimum content depth to compete in search results and show up in AI summaries. New categories launched in a structured order, not reactively. Every one got internally linked from relevant hubs on day one. 2. Technical SEO and Internal Linking Set hub-and-sibling linking rules so related categories and blog posts reinforced each other. Anchor text stayed consistent with slight variants to keep relevance signals tight. New categories connected to parent pages the moment they went live, not weeks later. Structured data got validated across every category template, increasing eligibility for rich results and better AI search visibility. Navigation updated so both users and Google could find new sections immediately. 3. Informational Content and Authority Building A content calendar went up around priority themes and commercial categories. Every piece got a brief first, defining target intent, depth, internal linking targets, and SEO goals. Content answered high-intent research queries using data and original insights to make each piece worth linking to. A consistent link-building campaign ran alongside, focused on relevance and authority over volume. 4. User Engagement and Discovery We found where users were dropping off, especially where too many options caused decision fatigue. Those flows got redesigned to get users to what they needed faster. Trending tags and popular searches got surfaced throughout the site for urgency and social proof. Recently viewed items and auto-saved searches improved return visits without forcing account creation. Email capture tied to real user value, price alerts, availability updates, and new releases, turned browsing intent into qualified leads. The results after 6 months: - Total users: 266,409 → 932,409 (+250%) - New users: 262,773 → 904,939 (+244%) - Returning users: 13,571 → 54,371 (+301%) Want results like this? Get a free audit from The Search Initiative 👇

Users aren't clicking anymore: NN/g released a research showing how AI overviews steal 40% of website clicks. People who see AI summaries rarely visit the original source. Your beautifully designed landing pages are starting to be bypassed entirely. Research reveals that: Search habits formed over decades are changing in months AI overviews answer questions without clicks Even AI beginners get hooked after one good experience Traditional search + AI chat work in tandem now Familiarity drives tool choice (ChatGPT, Gemini win) Some teams are already adapting their content architecture – instead of optimizing for clicks, they're optimizing for AI discovery. How to make the shift: Structure content for AI parsing: ⇢ Write in clear question-answer formats ⇢ Use semantic headings (H1, H2, H3) religiously ⇢ Add schema markup for better context ⇢ Create FAQ sections that directly answer user queries ⇢ Break complex concepts into digestible chunks Create conversation-friendly formats: ⇢ Write like you're explaining to a friend ⇢ Use active voice and simple sentences ⇢ Include examples and analogies ⇢ Structure as "If this, then that" logic ⇢ Add comparison tables and step-by-step processes Design for hybrid search behaviors: ⇢ Create content hubs that answer related questions in one place ⇢ Build internal linking that mirrors user thought patterns ⇢ Design for snippet optimization (lists, bullets, numbered steps) ⇢ Add contextual definitions for technical terms ⇢ Create multiple entry points for the same information Advanced moves: ⇢ Test your content in ChatGPT/Claude - does it surface correctly? ⇢ Monitor which snippets get pulled into AI overviews ⇢ Create content specifically for AI training (comprehensive, authoritative) ⇢ Build semantic content clusters around user jobs-to-be-done The companies that figure this out first will dominate discoverability in the AI age. The rest will watch their organic traffic disappear. Your move. P.S. Screenshot this for your next content strategy session

I had the privilege of chatting with Paxton Gray of 97th Floor about the future of SEO and hiring. Here are some of the things we discussed: ➡️Misguided AI implementation: Many companies are prematurely replacing skilled SEO professionals with AI tools, hoping for a quick and cheap solution. This often backfires as these tools are best used to enhance, not replace, human expertise. ➡️Importance of organic intelligence: Strategic thinking and nuanced understanding of SEO are crucial, and AI cannot replicate this "organic intelligence". Companies need a balance of human expertise and AI assistance. ➡️The role of the audience: Understanding the buyer's journey and creating content that resonates with the target audience is paramount. SEO is not just about keywords and technical aspects but about providing valuable content that caters to user needs and intent. ➡️Content is royalty: Content should be created for users, not just for search engines. High-quality content that appeals to the audience will naturally perform well in search rankings. ➡️Self-reflection and strategy: Companies should analyze their existing SEO strategy and content, especially after an algorithm update. They need to understand their audience's needs and create a comprehensive strategy that aligns with their buyer's journey. Recommendations for companies: ✅Don't blindly rely on AI: Utilize AI tools strategically to augment human capabilities, not replace them entirely. ✅Invest in skilled professionals: Retain and empower SEO experts who can develop and execute effective strategies. ✅Prioritize audience-centric content: Create valuable and engaging content that caters to the target audience's needs and interests. ✅Focus on the buyer's journey: Understand how your audience searches for information and tailor your content to each stage of their journey.

It will happen slowly, then all of a sudden. Your customers will shift how they search for information about your products. They will use: 1) Decision engines like Google, designed to help them compare products, confirm product details and make purchases. 2) Information engines like ChatGPT and Google’s AI Overviews that feel more like a conversation with a trusted expert or knowledgable friend. Traditional search engines hand you a research project — many pages to sift through to find the information you seek. Generative AI search engines give you direct answers — with a chance of hallucination and inaccuracies. Here's what marketers need to understand: 🔹 Acknowledge the shift: Your customers are learning how/when to use two different types of search engines. There's the traditional "decision engine" like Google, and the "information engine" like chatGPT. 🔹 Accept that humans are lazy: Humans will choose the most convenient option. It’s human nature. Your customers prefer speed and convenience over absolute precision. 🔹 Information queries are moving to AI: When your customers want to learn about their problems, they’ll have conversations with AI instead of reading your blog posts. If your brand isn't appearing in these AI responses, you're becoming invisible to a growing audience. 🔹 Prepare for reduced website traffic: Expect fewer visits from basic informational queries as AI handles these directly. However, the traffic you do receive will be higher-intent visitors, closer to making a decisions, that should convert better. 🔹 Update your content strategy: Create different content for different search engines — intent-targeted informational content for generative AI search, and conversion-focused content for traditional search. 🔹 Build content AI can't summarize: Create interactive content, like calculators and data-driven content that requires user input. This ensures your brand stays visible even as AI handles informational queries. 🔹 Focus on intent, not keywords: The old approach of targeting high-volume keywords is outdated. Instead, understand and align with your customers' search intentions. The key takeaway? Humans are lazy. Your customers will consistently choose the convenience of direct answers from generative AI, even if those answers are sometimes inaccurate. They want to avoid sifting through pages of search results. As marketers, we need to adapt to this new reality. We must create content that caters to both types of searches: (1) content that helps your brand appear in generative AI responses for informational queries and (2) content that attracts and converts for decision searches on traditional search engines. How are you starting to search differently with generative AI?

I’ve noticed something interesting about consumer content lately 👀 Media outlets consistently publish expert-driven articles, but many companies are still publishing the same surface-level information everyone else does. Here’s what I mean: An article on a credit union's site may read something like “5 ways seniors can protect themselves from financial scams,” followed by generic points you could find elsewhere. Compare that to the approach I take when writing for publications — featuring 2-3 expert voices, weaving in their real experiences and perspectives to bring that same topic to life. One sounds like ChatGPT wrote it… …and the other sounds like getting advice from people who know what they’re talking about. When interviewing industry professionals, I often begin with an open-ended question without leading them in one direction or another. 🔎 Then, I dig deeper based on what they share: → Why does X matter? (gets to the core importance) → Can you explain X in layman’s terms? (makes it accessible) → What would you tell someone hesitant about X, and why? (addresses real concerns/objections rather than assuming them) → What’s something most don’t realize they should be asking about X? (uncovers hidden insights not available through research alone) → Do you have a memorable/relatable example to support your answer? (gets the anecdotes that make content shine) The gold lives in those follow-up questions — stories you can’t find anywhere else that I then craft into articles where their voices take center stage. What I love about this approach is that it builds trust naturally. Instead of claiming your team is amazing, you let their knowledge speak for itself. The bottom line? ⬇️ If you’re a company creating consumer-focused content, quote relevant team members in knowledge base articles. They work with customers daily, see common (and not-so-common) situations firsthand, and have unique wisdom that no competitor can replicate. PS: If your business needs help implementing this kind of strategic content approach, let’s talk 😊 → sharewrites.com

Crystal Mullins of OSG, emphasizes the need for businesses to modernize Customer Communications Management (CCM) to meet evolving consumer expectations. Companies must move from compliance-focused documents to dynamic, interactive, and user-friendly communications. Crystal Mullins highlights five key strategies for modernizing CCM: 📖 Prioritize Readability and Usability Beyond compliance, documents should be optimized for various devices, especially mobile. Clear layouts and concise content improve comprehension by 47%, reducing customer support inquiries. ⚡ Leverage Interactive Features Interactive documents—like one-click payments and embedded tools—boost engagement by 35% and streamline customer actions. 🤖 Enhance Self-Service Capabilities Embedding AI-powered chatbots and FAQs within digital documents allows customers to resolve issues independently. Over 60% of customers prefer self-service over direct support interactions. 🎯 Personalize Communications Using data analytics to tailor content strengthens relationships and boosts satisfaction by 20%, fostering brand loyalty. 📲 Enable Multichannel Delivery Providing seamless communication across email, SMS, and mobile apps increases digital adoption by 25%, reducing reliance on paper-based communication. 🏆 OSG and InfoSlips’ Award-Winning Innovation OSG and InfoSlips won the 2024 Xplor Application of the Year Award for transforming Explanation of Benefits (EOB) documents into interactive, customer-centric experiences, enhancing engagement and efficiency. Businesses must embrace customer-centric CCM strategies to stay competitive. Enhancing readability, interactivity, self-service, personalization, and multichannel delivery ensures superior customer experiences and long-term success.

In a world where algorithms and analytics often dictate marketing strategies, I argue that content marketers should embrace a more human-centric approach through narrative-style storytelling. Sure, SEO plays a role in driving website traffic and visibility. But when we lean on it too heavily, it can overshadow the fundamental truth that content marketing is ultimately about connecting with people on a deeper level. The reality is: Humans are inherently drawn to stories. Always have been; always will be. From ancient myths to blockbuster films, narratives have always captivated us because they satisfy our innate desire for meaning and connection. Unlike SEO-driven content, which can sometimes feel mechanical and transactional, narrative-style storytelling leverages emotions, provokes thought, and forges genuine connections between brands and their audiences. When you prioritize narrative over SEO, you can get into character-driven storylines. Characters are the beating heart of any narrative—they bring stories to life, create empathy, and allow audiences to see themselves within the narrative arc. Companies are made up of people. People are characters who have experiences: Successes, failures, lessons learned…you name it. The question is: What stories can you tell, and how can you make readers root for you as a main character in the story? When brands weave narratives into their content, they humanize their message and make it relatable on a personal level. This emotional resonance helps create a community of engaged followers more apt to connect to the brand's values and mission. Moreover, narrative-style storytelling encourages authenticity and creativity in a way that SEO strategies often do not. It's one human telling a story to other humans. By crafting genuine, insightful, and thought-provoking narratives, brands can differentiate themselves and stand out in a sea of content that looks and sounds the same.