A Human-Centered Approach to Content Creation
Abby Reimer, Uproer
Session Recording and Slide Deck
A Human Centered Approach to Content Creation
Presented by Abby Reimer, SEO Manager at Uproer
Sometimes content feels like it just doesn’t speak to you. It can feel like the person on the other end of the computer is a robot and has no real- world experience. You’ve heard this all before. It’s just another repetitive, tired version of copy from somewhere else.
If you’re looking to revamp your content, Abby’s suggestion is to, “Go forth and human.”
Put less simply, Abby Reimer, SEO Manager at Uproer, encourages marketers to get back to prioritizing that personal human to human connection. She strongly believes a human centered approach will help elevate your content and enable you to reach your audience in an emotional, compelling way; she also has the successful case studies to back it up.
When writing for your audience, you need to be wary of contributing to all too common recycled content. Although some of this content performs well when searching on Google, it doesn’t always help customers feel loyal to your site, or want to keep coming back. Keep in mind that people are looking for the answer to their question online, and are then looking to take if offline and incorporate it into their real life.
A great example of how to innovate content comes from Abby’s experience working with Caring Bridge, an organization that offers free online health journals to people going through a health crisis. You can hear more about this example and the real- world result at 5:07.
Don’t have time to watch the whole recap? No sweat.
6:18 The Process to Scale Content Quickly
The three- step process used for Caring Bridge to scale high quality content quickly worked as follows:
- A Social Prompt: Caring Bridge asked their followers on Facebook, “What are your best get- well- soon gift ideas for someone who just got out of surgery?” When looking for creative elements to add to her article, Abby looked for repetition – are people suggesting the same things because if they are, that’s clearly something important. She also looked for unique stories with high levels of emotion.
- Incorporate ideas: Abby dug through individual’s ideas and incorporated them into the article. She didn’t just ask for suggestions and do nothing. In this example, a lot of people shared gift baskets as a get-well-soon gift idea. Caring Bridge took this idea one step further and included photos of the quotes from people who suggested these. Doing this showed an extra layer of validation. Abby shared validation is one thing that gets left behind and can set you apart.
- Learn and respond: At the end of her article, Abby used a question as a call to action. “What other ideas do you have, and what are your thoughts on this topic?” She received hundreds of comments and looked back on these to add them to future content and social media posts.
10:12 Results from this Approach
Results from the same gift- basket example were compelling, thoughtful responses from Caring Bridge’s customer base. Abby’s favorite, “This article helps all of us realize how we can lend love and support for those we care about.”
Abby encourages marketers to remember: the only thing that matters is if your content made a difference to its audience; this will keep them loyal and keep them coming back to your site.
The human centered strategy worked for companies like Caring Bridge, Brides.com, and Daily Paws.
13:48 How Else to Source Content
Social media doesn’t have to be the only way you source human- centered content. Many people in today’s world are willing to give their opinions if asked. Abby suggests:
- Forums – Reddit is a great resource and a strategy that is underutilized in the marketing community. Abby has personally leaned into Reddit and uses it to create the “essence of an idea” for her article. She cautions against plagiarizing, and stresses using people’s feedback as an inspiration to share from your own experience.
- Internal teams – Utilize your sales, customer service, and market research teams. Find out:
- What FAQs do you get from customers?
- What are our customers’ values/ interests?
- Why do customers use our product or service?
- What emotions do you see from customers? This particular question is not asked a lot but is Abby’s favorite. Listen to her real world example at 17:16.
- 1-1 Interviews – If you have personal relationships with your customers, lean into this. Use them as a resource or case study to learn what ideas they have on this topic, what their history is, how your product or service helps them, and how could you improve your content/product/service.
The Big One: Repurpose Content
Take feedback and comments you receive and use them to your advantage. Make them into a graphic for social media. Give positive comments to the product team to get reviews advertise. Get creative while keeping your goals in mind. Go forth and human.
Abby would love to connect and help you learn more about this approach. Reach out to her via e-mail at: firstname.lastname@example.org. You can also follow her on Twitter: @abbyreimermpls and LinkedIn: Abby Reimer.