Why Human Expertise Matters More Than Ever in Content with Katie Kelly

Listen to the podcast

In this episode of The Long Game Podcast, Alex Birkett interviews Katie Kelly, founder of Antiquoted, a platform that promotes diverse and underrepresented voices in media. Katie shares her journey from CRO roles to establishing her own venture, highlighting the challenges and benefits of featuring experts in content. They discuss the importance of authenticity, the pitfalls of AI-generated responses, and the often-overlooked value of unique perspectives. Katie also dives into her website NoWankyBollocks.com, where industry professionals share candid insights and rants about marketing. This conversation sheds light on creating meaningful content in a world saturated with generic information.

Key Takeaways

• Embracing Diverse Voices in Content: Antiquoted aims to bring fresh perspectives into content by connecting content creators with diverse voices, steering away from the same repeated experts seen in mainstream media.
• Expert-driven Content Adds Value: Featuring knowledgeable professionals enriches content, especially in technical fields like CRO, where real-world insights clarify complex topics.
• AI and Authenticity in Content: Katie discusses how the rise of AI has led to an influx of low-quality, generic content. Authentic expert quotes offer a counterbalance by adding credibility and genuine engagement.
• NoWankyBollocks.com as a Platform for Truth: Through her site, Katie provides a space for marketing professionals to share unfiltered stories, rants, and lessons, shedding light on industry practices.
• Challenges in Sourcing New Experts: The process of finding less-visible experts is often labor-intensive, yet it’s necessary for avoiding repetitive narratives and making content relatable to a broader audience.
• Distribution Through Expert Engagement: Including experts in content encourages them to share it within their networks, broadening the reach and impact of the publication.

Show Links

• Visit Antiquoted
• Connect with Katie Kelly on LinkedIn
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time Stamps

• [00:00] Introduction of Katie Kelly and Antiquoted
• [03:15] Origin of NoWankyBollocks.com and its Purpose
• [07:45] Importance of Diverse and Authentic Voices in Content
• [12:30] Challenges with AI-Generated Content and Quality Issues
• [17:20] Antiquoted’s Mission: Redefining Expert Sourcing
• [23:50] Benefits of Expert Quotes in Niche and Complex Topics
• [30:45] Distribution Benefits from Expert Involvement
• [36:10] Balancing Quality Content with SEO and Engagement Needs