Steve Harper and Michelle Cutler, a storytelling coach, discuss the importance of storytelling in SEO (Search Engine Optimization). They emphasize that content must be engaging and not just fluffy to rank well organically. Michelle shares her experience of buying a URL in 1998 and evolving her website to reflect her offerings. She highlights the need for clear, concise language and the strategic use of keywords. They also discuss the limitations of AI-generated content and the importance of authentic, human-crafted narratives. Michelle advises businesses to define their core offerings and use storytelling techniques to create compelling, SEO-friendly content.
In a world where content is king, creating engaging, original, and valuable material is the key to standing out. During a recent conversation between content expert Michelle Cutler and Steve Harper, they explored the art of crafting compelling content that resonates with readers. Here are the most impactful insights and strategies they shared.
Before diving into specifics, remember that great content starts with intention. Whether you’re writing a blog post, designing a webpage, or working on a proposal, begin with these questions:
Answering these questions creates a foundation for content that is genuine, clear, and engaging.
Michelle emphasizes that writing conversationally is essential, especially for personal or interactive content. Short sentences and clear language make your message easier to understand. Steve adds that reading your work aloud is a powerful tool—it helps you identify areas where the writing feels clunky or overly formal.
“When you read aloud, you surprise yourself by how uncomplicated you need to be to get your message across,” Michelle shares. “If it doesn’t flow naturally, chances are, it won’t engage your audience either.”
Grabbing a reader’s attention is only half the battle; keeping it requires strategy. Here’s how:
Use Active Voice: Writing in an active tense creates immediacy and keeps the momentum going.
Incorporate Dialogue: A conversational tone or quotes breaks up the monotony of paragraphs and adds a human touch.
Tell a Story: Borrow techniques from fiction, like metaphors or visual language, to make your content relatable and memorable.
“Think of dialogue as a tool,” Michelle explains. “It propels your story forward and draws the reader in.”
AI tools like ChatGPT can assist with brainstorming, transcription, and summarization, but they shouldn’t replace the human element. Both Michelle and Steve agree that while AI can provide a good starting point, it often produces repetitive, overly formal, and uninspired content.
“AI is fluffy—it’s not there yet,” Steve notes. Michelle adds, “Content needs human experiences, perspective, and voice to truly connect with readers.”
How to Use AI Wisely: Let AI handle mundane tasks, like pulling bullet points from an interview, but ensure the final product reflects your unique voice and insights.
SEO can make or break your content’s visibility, but it must be done thoughtfully. Michelle and Steve caution against “keyword stuffing,” where the same term is repeated excessively in an attempt to rank higher.
Instead, focus on writing naturally and organically, using keywords where they fit without forcing them, and providing value with well-written, authentic content.
“Your audience—and Google—can tell when you’re trying too hard,” Steve warns.
Content creation isn’t just about filling a page; it’s about building trust and offering value. Whether through a blog, a landing page, or even a social media post, intentionality is the secret ingredient.
“Every piece of content should answer the reader’s question: Why should I give you my time?” Michelle concludes.
If you’re looking to improve your website copy, refine a proposal, or even tell your life story, Michelle Cutler offers expert guidance. With her deep understanding of storytelling, SEO, and effective communication, she can help you craft content that truly resonates.
Visit her website at michellecutler.com to learn more and get started on your content journey today.
By applying these insights, you can transform your content from average to exceptional, leaving a lasting impression on your audience. Remember: authenticity, clarity, and intention are the cornerstones of great writing.