Balancing the scales of human-focused vs. algorithm-focused content

Ben: Welcome back to another episode of Content Amplified. Today I'm joined by Alton. Alton, welcome to the show.

Alton Zenon III: Thank you, thank you. It's a pleasure to be here.

Ben: I love it. Well, Alton, I'm really excited for the conversation today, but before we dive in, we'd love to have you introduce yourself, let people get to know you, talk a little bit about what you love about marketing and content and your background.

Alton Zenon III: So I'm a content marketer with about eight years of experience. Started out in journalism, then freelance for a few years. Following that, worked at Built In for a little over four years, and that's where I really cut my teeth as a content marketer, marketing the Built In platform, but also working on behalf of our clients who were interested in hiring tech talent and improving their employer brands. Got to work with a lot of different companies and industries. Then from there, worked at Jasper AI marketing, focusing on brand awareness and thought leadership, educating audiences on generative AI, its potential, and its challenges. I have a lot of experience in traditional content marketing but also with really educating audiences in various ways, which is where a lot of my passion comes from. I get fired up talking about something engaging that the audience could potentially learn from, rather than just taking on content marketing from a more sales-driven perspective.

Balancing SEO and Human Focus

‍Ben: Very cool. I love it. I think more marketers can latch onto this idea of writing for the person, telling the right narrative, engaging with people. How do you balance writing for Google versus humans?

Alton Zenon III: There's a lot there, especially given the changes that generative AI has brought to Google. Now, when you Google certain subjects, generative AI provides a response, which means less incentive to scroll down to traditional results. This change isn't necessarily bad as it creates more opportunities to connect with humans. Unfortunately, many blogs are built for Google rather than humans. A blog role should be built from a human-first perspective, focusing on what the audience would love to see, what content would be educational to them, and what would make them revisit your brand. SEO is still important, but the human focus should be the priority.

Experimentation and Social Media

‍Ben: I love that. So where do we go from here in terms of distributing content and moving to content 2.0?

Alton Zenon III: Many marketers are asking that question. Investing in social media is becoming more critical. Social media is becoming the new Google search page. Platforms like TikTok, Instagram, and LinkedIn are essential for brands to connect with people. Experimentation is key. Marketers who are not afraid to take big swings and try new things will find where they fit within this evolving landscape. Repurpose and evolve your content, take risks, and keep trying.

Lasting Principles

‍Ben: I love that. Any last pieces of advice for people trying to make this transition to new content marketing?

Alton Zenon III: Focus on the people using these platforms to find services, products, and information. Their desires don't change as quickly as the technology does. If you have a strong base of who your audience is and what they appreciate, you'll always be a step ahead. Rather than constantly adapting to changing technological systems, focus on building a robust game plan centered on your audience's needs.

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