Voices of Search Podcast: Making SEO Content Stand Out with Storytelling

Episode Title: Making SEO Content Stand Out W/Storytelling
Host: Jordan Cooney
Guest: Jessica Mehring, CEO of Horizon Peak Consulting
Release Date: February 26, 2025

Introduction

In the latest episode of the Voices of Search podcast, host Jordan Cooney delves into the intricate relationship between storytelling and Search Engine Optimization (SEO) with special guest Jessica Mehring, the CEO of Horizon Peak Consulting. The conversation centers around how incorporating storytelling into SEO strategies can transform content from mundane to impactful, ensuring it resonates with audiences in an increasingly automated digital landscape.

Guest Background

Jessica Mehring brings over two decades of experience in copywriting and content strategy within the technology sector. As the CEO of Horizon Peak Consulting for the past 11 years, she has specialized in assisting technology companies—from venture-backed startups to global enterprises—in crafting human-centric editorial content and campaign copy. Her extensive background positions her as a thought leader in creating content that not only performs well in search rankings but also engages and converts.

Quote:
Jessica Mehring [01:43]: "We have been helping technology companies from venture-backed startups all the way up to global enterprises create more human and high performing editorial content and campaign copy."

Human-Centric Content in the Age of AI

The discussion kicks off with the evolution of content creation approaches. Jessica emphasizes the significance of a "human before algorithm" strategy, especially in the era of generative AI, which has led to a surge in AI-generated content. She highlights the growing challenge of maintaining quality over quantity as automation makes it easier to produce vast amounts of content without the necessary strategic thinking.

Quote:
Jessica Mehring [02:44]: "I feel like that is more important now than it has ever been with the rise of generative AI."

Storytelling vs. Algorithmic Content

Jordan raises a critical point about the homogenization of content due to reliance on AI and templated approaches. He questions how SEO professionals can infuse genuine storytelling into their content, moving beyond mere algorithmic compliance to create unique and engaging narratives.

Quote:
Jordan Cooney [04:35]: "If everybody uses some AI or some cookie cutter template to build content, well, then everyone's content is going to sound the same."

Narrative and Story Elements

Jessica distinguishes between "narrative" and "story," explaining that narrative encompasses the purpose, structure, and the key elements like the hero, goal, and obstacles. Story, on the other hand, refers to the sequence of events that lead to a resolution. She argues that focusing on narrative is crucial for creating content that stands out and performs well in SEO.

Quote:
Jessica Mehring [05:57]: "Storytelling can really be broken up into two elements, narrative and story."

The Importance of Listening to the Audience

A central theme of the episode is the necessity of understanding and listening to the audience. Jessica underscores that effective content starts with knowing the audience on a personal level—understanding their problems, language, and the way they seek solutions. This foundational knowledge ensures that the content created is relevant and resonates deeply with readers.

Quote:
Jessica Mehring [08:47]: "Communication has two components, transmission and reception. Speaking or writing being transmission, reception being listening."

Creating a Narrative Plan

To ensure content stands out, Jessica introduces the concept of a Narrative Plan—a strategic step that involves immersing oneself in the audience's mindset and mapping out the narrative to guide content creation. This plan includes understanding where the audience is, their mindset, and what they need to hear to change their behavior or take action.

Quote:
Jessica Mehring [11:20]: "We start there with the audience and we map out just a one paragraph narrative that we are going to use to guide our writing with this content."

User Experience and Theory of Planned Behavior

Jordan and Jessica explore the Theory of Planned Behavior, which posits that changing behavior requires addressing attitudes, normative beliefs, and perceived control. Jessica explains that beyond providing information, content must engage readers emotionally and psychologically to drive meaningful actions and conversions.

Quote:
Jessica Mehring [14:35]: "The theory of planned behavior posits that humans need more than sheer information in order to change behavior, attitude, what we believe about the world."

Common Pitfalls and Best Practices

The conversation shifts to common mistakes SEOs and content creators make when integrating storytelling into their strategies. Jessica points out that starting with keywords rather than the audience is a prevalent error. She advocates for an audience-first approach, where understanding and connecting with the reader take precedence over keyword placement.

Quote:
Jessica Mehring [16:45]: "We need to think audience first. What does the audience need to hear? Then topic. Then after you've written your first draft... then think about keywords."

Checklist for Leveraging Storytelling in SEO:

1. Audience First: Prioritize understanding your audience's needs, language, and challenges.
2. Narrative Planning: Develop a clear narrative that outlines the purpose and desired outcome of your content.
3. Human Connection: Focus on creating content that fosters genuine connections rather than merely inserting keywords.
4. Engage Beyond Information: Address attitudes, normative beliefs, and perceived control to influence behavior.
5. Optimize Post-Creation: Incorporate keywords organically after establishing the narrative and ensuring audience relevance.

Closing Remarks

As the episode wraps up, Jordan previews the next installment where he and Jessica will discuss achieving SEO goals. Listeners are encouraged to connect with Jessica through LinkedIn or visit Horizon Peak Consulting’s website for more insights. The episode concludes with a reminder to subscribe for daily SEO and content marketing insights.

Quote:
Jordan Cooney [18:37]: "It’s about creating human connection. It’s not just about making sure the keywords are on the page."

Key Takeaways

• Human-Centric Approach: Prioritize understanding and connecting with your audience over purely algorithm-driven content creation.
• Storytelling is Essential: Incorporate narrative elements to make content engaging and distinguishable in a sea of AI-generated material.
• Listen to Your Audience: Effective communication involves both transmitting your message and actively listening to your audience's needs and language.
• Strategic Planning: Develop a Narrative Plan to guide content creation, ensuring it aligns with audience expectations and SEO objectives.
• Avoid Common Pitfalls: Shift from a keyword-first mindset to an audience-first approach to create more meaningful and effective content.

By integrating storytelling into SEO strategies, marketers can create content that not only ranks well but also deeply engages and converts their target audience. This episode of Voices of Search underscores the timeless value of human connection in the ever-evolving landscape of digital marketing.