Ep. 64 - Mariah Tang: Why Storytelling Still Wins in the Age of AI

Jeff Dillon and Mariah Tang dive deep into the philosophy that content marketing is more about people than platforms. Mariah explains the critical mindset shift marketers need to make—from creating generic "AI slop" to crafting content that uniquely answers people's questions.

They explore the concept of "Search Everywhere Optimization" (SEO), the importance of niching down, and how to effectively repurpose long-form content across multiple channels—even with a small team. Mariah shares practical advice on using AI as a creative partner for ideation and efficiency without losing the human touch, and reveals how higher ed can learn from healthcare's successful embrace of blogging.

Tune in for a lesson in creating content that doesn't just generate clicks, but builds genuine connection and drives real conversions.

Key Takeaways

1. Content is About People, Not Platforms: The biggest mindset shift for marketers is to return to creating content "by people, for people." Generic content is dying; successful content uniquely answers questions and speaks to niche topics with a human voice.
2. Embrace "Search Everywhere Optimization": SEO best practices still apply, but you must now optimize for all platforms where your audience searches—like TikTok, YouTube, and Reddit—not just Google. Content should be broken down and repurposed to meet users wherever they are.
3. Focus Your Efforts with Limited Resources: Don't try to be on every platform. Do the upfront work to identify your target audience and the 1-2 platforms they use most.
4. Use AI as a Creative Assistant, Not a Replacement: AI will not replace authentic, expert-driven content. Use it for ideation, to whittle down complex topics, to draft social media posts, and to check grammar—but the final product must reflect genuine human expertise and connection, especially for high-stakes decisions.
5. Go Niche to Stand Out: Move beyond safe, general topics. The key to differentiation is creating highly specific, niche content. Be "pleasantly persistent" in interviewing subject matter experts to uncover the unique depth and stories that only your institution can tell.
6. Measure What Matters Beyond Clicks: To prove content effectiveness, look at a holistic set of metrics: social engagement, brand sentiment, reach, non-branded search traffic, user activity on-site, and ultimately, conversions like form fills and "click to apply."
7. Content Should "Close the Deal": Conversion-ready content makes the audience feel something. It successfully balances a clear answer to a specific question with a sense that the institution genuinely cares, building trust that influences final decisions.
8. The Ultimate Goal is to Be Helpful: Don't let data and internal goals completely rule your strategy. The most impactful content marketing goes back to the core principle of being useful and helpful to the person on the other end. This human-centric approach, ironically, leads to better metrics and ensures you can't be replaced by a robot.

 

 

Find Mariah Tang:

LinkedIn                              

https://www.linkedin.com/in/mariahtang/

Stamats

https://stamats.com/

 

And find EdTech Connect here:

Web: https://edtechconnect.com/