Elizabeth Schumacher-Berger, Digital Content Manager at Momentum, joins E-Coffee with Experts to discuss how businesses can build content that stays useful as search, AI Overviews, and large language models keep changing.
Liz shares how her background in library science shaped her focus on accurate, well-organized information, and why she remains careful about using generative AI in content. The conversation covers audience-first content strategy, using sales calls and lead questions to find real topics, building original insights through subject-matter-expert interviews, and using case studies to show proof instead of simply claiming expertise.
You’ll also hear how to repurpose existing content across websites, social media, Google Business Profiles, and video; which engagement signals matter beyond rankings and traffic; why personality and a consistent brand voice can help businesses stand apart; and the first step to take when your marketing strategy feels unclear: audit the content you already have.
Takeaways:
- Start with audience problems, not search algorithm changes.
- Use sales questions and lead data to shape content.
- AI can help brainstorm and catch typos, but not replace originality.
- Case studies provide stronger proof than generic marketing claims.
- Interview subject-matter experts to uncover uncommon perspectives.
- Repurpose strong content across formats and distribution channels.
- Measure engagement, impressions, clicks, and social interaction together.
- Improve titles and descriptions when impressions do not become clicks.
- Define a recognizable brand voice instead of chasing content volume.
- Audit existing content before creating another strategy from scratch.