My approach to content writing
The customer is the priority
While SEO optimization is key, it is humans that will read your content and make decisions based on it. Therefore, instead of writing for a machine (stuffing keywords unnaturally, for example), I write for actual humans — your target market — using the tone of voice, language, and style most appropriate to them. Instead of subjecting the experience of human readers to SEO, I use SEO to improve readers’ experience and generate business-relevant traffic.
Business results above vanity metrics
Business-relevant traffic depends on writing for the right persona and communicating with them in the way they appreciate and value. I do this because business results — demand and revenue — are more important than vanity metrics. For me, content is a customer acquisition tool rather than a mere traffic acquisition tool (that is indifferent to the quality of the traffic). Traffic and lead magnet downloads are good but revenue is what drives business growth. That is what I strive for.
Long-term gains over short-term spikes
Instead of winning some keywords here and there, I seek to write quality content that will help you build topical authority — the gift that keeps on giving. With topical authority, you will win many keywords (even the ones you are not directly targeting), win them over the long haul, and build industry leadership, another gift that keeps on giving.
