Content similarity is a representative property of natural images, for example, similar regions, which is utilized by modern steganalysis. Existing JPEG steganographic methods mainly focus on the complexity of content but ignore content similarity. This article investigates content similarity to improve the undetectability of JPEG steganography. Specifically, the content similarity of DCT blocks and the 64 parallel channels is used to design the distortion function. Given a JPEG image, initial embedding costs are assigned for quantized DCT coefficients using an appropriate algorithm among the existing distortion functions. Then, the similarities of blocks and channels are used to update the initial embedding costs, respectively. After combination, the final distortion function can be obtained. Using syndrome trellis coding (STC), which achieves minimal embedding distortion with respect to a given distortion function, secret data are embedded into the cover image with a final distortion function. Experimental results show that our scheme achieves better undetectability than current state-of-the-art JPEG steganographic methods.