Content, Briefly Shelf: Hila Bouzaglou is solving the subject matter expertise problem
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Oct 21, 2024 Hila Bouzaglou, founder of Shelf, a South African agency specializing in niche content, discusses wealth of knowledge in complex industries. She reveals innovative strategies for nurturing subject matter expertise among writers. The conversation dives into how AI tools enhance writing quality, allowing for client-specific clarity. Hila also shares insights on cultivating a strong team culture, even in remote settings, and tackling industry challenges with a strategic approach to client engagement.
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Hila's Background and Shelf's Origin
- Hila Bouzaglou started as a journalist, then worked in a multinational corporate focused on compliance.
- Eventually, she became the marketing director and later founded Shelf, specializing in niche content.
Niche Content and Shelf's Approach
- Companies in niche industries are often underserved because creating content for them is difficult.
- Shelf aims to know as much about a client's business as the CEO does.
Acquiring Subject Matter Expertise
- Don't passively 'get' subject matter expertise, actively 'take' it and learn it yourself.
- Connect dots between different industries and share new ideas with clients.