Check out Steve Rayson's 10 Content Marketing Lessons From Social Media Examiner.
The key thing that resonated with me was RESPECT. Write for people; not search engines!
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Respect Your Audience
In an interview back in 2011 Mike Stelzner was asked if the site wrote headlines and content for SEO. His response was revealing:
“No, we do not. We only get 15 percent of our 900,000 page-views per month from search. We do not try to make things that appeal to search engines. We don’t ignore search engines, but it’s not our primary focus. Our primary focus is to appeal to people.”