Podcast Episode Summary

Podcast: EdTech Connect
Host: Jeff Dillon
Guest: Mariah Tang (Chief Content Marketing Officer, Staymates)
Title: "Why Storytelling Still Wins in the Age of AI"
Date: December 5, 2025

Overview

This episode of EdTech Connect dives into the enduring value of authentic storytelling in content marketing, especially in the rapidly evolving context of AI and digital platforms. Mariah Tang, a leading content marketer for higher education and healthcare, shares her experience, insights, and practical strategies for creating meaningful connections with audiences. The wide-ranging conversation explores the balance between technology and human creativity, the evolving landscape of SEO, content optimization for diverse platforms, and the leadership mindset required to drive transformative content strategies.

Key Discussion Points & Insights

1. The Human-Centric Shift in Content Marketing ([02:16])

• Mariah emphasizes the necessity to “go back to a time when we were creating content by people for people,” pushing back against “AI slop” and generic content.
• She notes a clear trend in successful content: media mentions, blogs, and earned content that answer specific questions or niche topics are now surpassing static webpages in visibility.
  • Quote:

    "That type of content is really uniquely built to answer questions... They’re refreshed much more regularly. So that new top of mind content comes to light more than the typical webpage."
    — Mariah Tang [02:32]

2. Search Everywhere Optimization & Asset Remix ([03:43])

• Mariah describes the shift from traditional SEO to Search Everywhere Optimization—a concept popularized by Rand Fishkin—where user intent and platform-specific content are prioritized.
• The conversation covers how to repurpose long-form content into adaptable short-form “chunks” for different platforms, a process Staymates calls “asset remix.”
• She highlights choosing platforms by audience needs, not chasing every network for the sake of presence.
  • Quote:

    "It’s really about chunking out that content, breaking it apart and maximizing the time you’ve spent... so it doesn’t fall by the wayside."
    — Mariah Tang [04:15]

3. Platform Prioritization on Limited Resources ([05:46])

• With small marketing teams, Mariah recommends doing intensive audience research upfront to focus content only where key user segments are active (e.g., Facebook for adult audiences, TikTok or YouTube for prospective students).
  • Quote:

    "Focus it just down onto those platforms that you know people are using and start there... do more of what works."
    — Mariah Tang [06:27]

4. Social Platforms Most Relevant to Higher Ed ([07:11])

• She identifies TikTok, YouTube, Reddit, and Instagram as top platforms for reaching students and prospective audiences.
• Recommends surveying students directly to keep up with their shifting online habits:
  • Quote:

    “A lot of students are using TikTok... a lot of students use YouTube... Reddit right now... ask them.”
    — Mariah Tang [07:20]

5. Adapting Content Strategies for the Age of AI ([08:28])

• Replacing the “press release and hope” model, Mariah stresses the imperative for “substantial, substantiated, validated stories” with data and personalization, especially as trust in mainstream media wanes among younger audiences.
  • Quote:

    “They want the data, they want the statistics, they want that personalized narrative—not just, ‘Hey, our company did a thing.’ They want to know why it matters for them."
    — Mariah Tang [08:54]

6. The AI Spectrum in Writing & Thought Leadership ([11:01])

• Mariah and Jeff discuss transparency and the “spectrum” of AI use in content: from ideation and research assistance, to social post drafting and subject line creation, to the polish stage for finished content.
  • Mariah describes AI as a valuable brainstorming partner, especially for generating ideas and simplifying complex topics:
    • Quote:

      “We use it for ideation. We use it to help whittle down some of these complicated topics.”
      — Mariah Tang [11:15]

7. From Generalized to Niche Content ([13:48])

• Effective content strategy happens by being “pleasantly persistent” with clients and subject matter experts to drill down to unique differentiators and un-told stories.
  • Mariah advocates ghostwriting and expert interviews to unlock deeper, niche storytelling:
    • Quote:

      “I just always ask, you know, what’s next? Then what? Why does this matter? What does this mean to the point of... ‘Yes, yes do. Because nobody else is talking about it. This is your differentiator.’”
      — Mariah Tang [14:05]

8. What Higher Ed Can Learn from Healthcare Content ([15:18])

• Drawing on years in both sectors, Mariah notes that healthcare embraced blogging for audience connection and SEO long before higher ed, citing institutions like Cleveland Clinic as exemplars.
  • She urges colleges to follow suit and produce career-focused long-form content for prospective students.
    • Quote:

      “Blog is my wheelhouse... the biggest takeaway for higher ed would be to follow in healthcare’s footsteps in that regard.”
      — Mariah Tang [15:30]

9. Example: Niche, Thoughtful Content Driving Results ([16:46])

• Mariah shares a healthcare case where moving beyond general messages to data-driven, specific stories earned significant reach and engagement, specifically mentioning deep dives into tobacco risks outside of cigarettes.
• Result: Coverage in Medical Express, MSN, and strong social/email distribution.

10. Measuring Content Effectiveness in Higher Ed ([18:51])

• Looks “beyond the clicks” to non-click metrics: social engagement, brand sentiment, reach, relevant site traffic, user behavior, conversions (form fills, RFIs, applications), and content volume.
  • Quote:

    “Look for non-click metrics like social engagement, brand sentiment... How are they talking about you, even if they’re not necessarily talking to you?”
    — Mariah Tang [19:09]

11. AI’s Role: Augmentation Not Replacement ([21:05])

• While creatives worry about being replaced by AI, Mariah emphasizes that while AI is growing, decision-makers still crave authentic, expert-driven information for critical choices.

  • Quote:

    “You’re not being replaced by AI, but we can’t ignore the impact that it’s having on our audiences.”
    — Mariah Tang [21:55]

• Jeff adds:

  “AI isn’t here to replace us, it’s here to make us superhuman.”
  — Jeff Dillon [22:09]

12. Risks of Inauthentic AI Content ([23:24])

• Both speakers reflect on discomfort with deepfake/AI avatars in educational content delivery, stressing the importance of genuine human connection.
  • Quote:

    “At the end of the day you want a real person because... we relate to each other.”
    — Mariah Tang [23:38]

13. Content That ‘Closes the Deal’ ([24:01])

• Conversion-ready content makes the audience “feel a certain way,” offering clarity, resonance, and usefulness that goes beyond raw information.
  • Quote:

    “Gives you the sense that somebody cared enough to put this together in a way that would resonate with me... When that connection happens, that’s when you’re conversion ready.”
    — Mariah Tang [24:16]

14. Leadership Lessons: Embracing Uncertainty & Feedback ([25:16])

• Mariah highlights the importance of being comfortable with uncertainty and not taking criticism personally:
  • Quote:

    “You can’t always know what’s going to happen... You have to be prepared, but agile enough to react, respond.”
    — Mariah Tang [25:22]

• She also notes the necessity to focus on organizational goals rather than personal attachment to content.

15. The Ultimate Takeaway ([26:47])

• Mariah ends with a call for marketers to “think beyond X percent of organic traffic or heads in beds” and instead remember the “why”—serving people first, letting data inform but not override creativity.
  • Quote:

    “Go back to being helpful and useful, you might be really surprised at how your impressive metrics just start to stack up... Don’t let [data] rule over your creativity... that’s a good way to get replaced by robots.”
    — Mariah Tang [27:15]

Memorable Quotes

• “Content isn’t about clicks, it’s about connection.” — Introduction [00:24]
• “Be pleasantly persistent.” — Mariah Tang [13:48]
• “Look beyond the clicks... at the end of the day conversions matter, right?” — Mariah Tang [19:46]
• “AI is not here to replace us, it’s here to make us superhuman.” — Jeff Dillon [22:09]

Notable Timestamps

• [02:16] – Mindset shift: people-first content
• [03:43] – Search Everywhere Optimization described
• [05:46] – Audience matching and resource prioritization
• [08:28] – AI’s impact on media and storytelling
• [11:01] – Practical ways to use AI in content creation
• [15:18] – What higher ed can learn from healthcare content strategies
• [16:46] – Success story: niche content getting measurable impact
• [18:51] – Measuring effectiveness: beyond the click
• [21:05] – Misunderstandings about AI in content marketing
• [24:01] – What makes content “conversion ready”
• [25:16] – Leadership lessons in content marketing

Tone & Language

The tone throughout is conversational, expert yet approachable, and marked by Mariah’s advocacy for authenticity, persistent curiosity, and pragmatic optimism. Both speakers use down-to-earth language, offer relatable personal anecdotes, and engage candidly on industry challenges, making the episode highly accessible and actionable.

Final Takeaway

Successful content in the age of AI is still, fundamentally, about people—leveraging technology with intention, focusing on authentic human stories, and always keeping relevance and connection at the core. Data and new tools should inform, not dictate, creativity and empathy in both strategy and execution.