How brands & publishers are winning with editorial storytelling in the AI era

"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."

Owned editorial content drives organic visibility, builds brand authority, and affects presence in AI-driven outputs. Career experience across major news organizations and launching a content company demonstrates how high-quality journalism, combined with strategic syndication and SEO, produces large, sustained traffic spikes and signals credibility to search engines. Syndication to major platforms historically delivered massive short-term audiences and long-term organic growth. Building an in-house editorial team and optimizing distribution increased consumer education, search signaling, and company valuation prior to acquisition. In the age of AI, owned editorial assets become critical determinants of whether brands are surfaced by LLMs.

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