"Speaking to the Big Dogs Network on Content for Brands: Earned Media That You Own , Schreiber laid out why this strategy has become not only powerful but essential. Through his own career journey, spanning The New York Times, Frontline, ABC News, NBC News, and later founding his company MediaFeed, he illustrated how owned editorial content can build organic visibility, establish brand authority, and now, in the age of AI, determine whether a brand shows up in large language model (LLM) outputs."
"At TheStreet, Schreiber learned the power of syndication. In the early 2000s, landing a story on Yahoo's homepage meant a "firehose" of traffic, sometimes tens of millions of visits in a matter of days. This early lesson in content distribution shaped his belief that editorial storytelling, when strategically syndicated, could build lasting organic growth."
"At Credit.com , he built a full editorial team to educate consumers about credit, syndicating articles to MSN and Yahoo while optimizing for SEO. This combination of high-quality content and wide distribution signaled credibility to search engines, driving organic growth and ultimately increasing the company's value ahead of its acquisition."
Create and own editorial content to build organic visibility, establish brand authority, and influence whether a brand appears in large language model outputs. Major newsroom experience and launching a media company demonstrate that editorial storytelling combined with strategic syndication produces measurable traffic and credibility. Syndicating high-quality stories to major portals can generate massive short-term audiences and sustained organic growth. Building a dedicated editorial team, optimizing content for SEO, and distributing widely signals credibility to search engines and can increase company valuation ahead of acquisition. Editorial ownership provides a sustainable alternative to paid campaigns and fleeting social trends.
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