Sara Moccand-Sayegh talks with Jason Barnard about content creation for all engines.

Sara Moccand-Sayegh is an SEO specialist and works at Liip AG, one of the largest web development agencies in Switzerland. She is also the co-host of SEOnerdSwitzerland, an SEO-specific meetup she launched in 2019. At Liip, she supports all partners and clients in all corners of Switzerland with SEO. The secret of her success, besides the technical skills she has acquired over the years, is the close collaboration with analysts, designers, developers and content experts.

Brands need to create content that effectively communicates their purpose and resonates with their target audience. In this way, brands not only ensure that search engines understand and rank their content correctly, but also provide users with the valuable information they are looking for. Content creators have the superpower to craft messages that bridge the gap between machines and humans, allowing brands to make a lasting impression on both fronts.

In this fantastic episode, Sara Moccand-Sayegh explains various aspects of content creation and its impact on search engines. And together with Jason Barnard, Sara discusses the importance of effectively communicating a brand's message and building credibility. This episode also looks at the three pillars of the Kalicube process: understanding, credibility and deliverability. Sara also provides a comprehensive insight into the ten phases of The Pedowitz Group Loop and shares her thoughts on AI replacing or supporting humans.

As always, the show ends with passing the baton… Sara delightfully passes the virtual baton to next week’s groovy guest, Kevin Moehlenkamp.

What you’ll learn from Sara Moccand-Sayegh

00:00 Sara Moccand-Sayegh and Jason Barnard

01:39 Kalicube Pro Analysis for Sara Moccand-Sayegh’s Description

02:39 Sara Moccand-Sayegh’s Brand SERP

03:19 Kalicube Support Group

04:43 Search Engines to Chatbots and Content Creation in Digital Marketing

06:17 Understanding the Importance of Quality Content Creation

07:39 Insights into the Kalicube Process

09:37 The Three Pillars of the Kalicube Process

10:07 First Pillar: Understanding

10:37 Second Pillar: Credibility

11:26 Validating Credibility Through Reviews and External Sources

13:02 Third Pillar: Deliverability

13:42 Customer Decision Journey

14:00 Pedowitz Group: The Loop

15:58 Unaware Phase  

16:04 Aware Phase  

16:40 Consideration Phase 

17:10 Evaluation Phase 

17:19 Decision Phase 

17:29 How Effective Content Creation Drives the Consideration, Evaluation, and Decision Stages in Marketing

20:55 Educate the Machines: Who You Are, What You Do and Which Audience You Serve

22:26 Can AI Replace Human Content Creators? 

25:16 The Role of Human Input in the Production of Unique Brand Content

26:10 Onboarding Phase 

27:18 Adoption Phase 

28:34 Value Realisation Phase 

28:52 Loyalty Phase

29:07 Advocacy Phase

33:47 How Does Content Creation for All Engines Help with Branded Search?

34:33 Passing the Baton: Sara Moccand-Sayegh to Kevin Moehlenkamp

This episode was recorded live on video August 8th 2023