"We have to bring the meaning back to 'storytelling'" - Erica Schneider of Grizzle

Click the link if you want to be brought directly to the live edit: https://youtu.be/cF7PcnTeJFg?t=1772

Today's guest in this episode is Erica Schneider, the Head of Content at Grizzle. In a world filled with AI-generated content, it has become crucial to maintain originality and relevance.

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The following are quotable moments:

0:44 - In my mind, content marketing is relevant communication.

0:55 - Essentially, it's meeting your audience where they are, at a stage where it's relevant to them in their customer journey in the format that makes sense from (for?) where they're reading your content

1:29 - We are at a stage now where the top page 1 of the SERP all looks very similar because everyone is playing the SEO game.

1:47 - You don't have to regurgitate what everyone else is doing

Good content speaks to your audience.

1:54 - If you want to be credible and build authority on the stage, you've to be unique and connect with people in a way that keeps you top of mind, and the best way to do that is to put a lot of effort into editorial.

2:23 - What makes good content is if it speaks directly to your target audience.

2:54 - Good content speaks to your audience; it's specifically trying to accomplish whatever goal you have.

4:47 - Philosophically, every H2 should tie benefits to the outcome.

7:39 - The readers' research is everything

7:57 - There is an oversaturation of people that are experts in the strategy side of things, which is so great — it's so important. But there is no oversaturation of experts in the editorial side of things.

9:14 - Our strategy for that was to create super original thought-leadership pieces that' also tap into strategy.

10:05 - So tough because you still have to satisfy the robot

10:33 - There's the art of storytelling, which is to use storytelling throughout your content, and there's business storytelling, where businesses are literally creating stories like mini-movies.

11:02 - If you're doing SEO, a great way is to use storytelling in your introduction.

12:32 - Inject literal anecdotes, advice, or example from either the founders or people that work for them throughout the strategy.

14:29 - The pre-game is to familiarize myself with the brief if I' haven't done it myself with the brief and the outline.

15:31 - Context-switching is what every editor or writer should do if they work with more than one clients.

19:30 - If they're not hearing constructive criticism or pushback or if they are not invested in to help them improve, they get circled around.

20:09 - We want people that are hungry and want to improve their writing; we want people that want to produce valuable work, not just people who want to get paid.

22:53 - The first thing I'll do is: I'll skim-read the outline next to me and make sure the H2s follow the orders of operation that make the most sense. And that, of course, depends on your strategy and how you want to present your argument if you'll go for an SEO path or not.

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