Content Marketing, AI and Why Your Story Is Your Best Business Asset | Sarah from Typeset

In this episode, Kane sits down with Sarah, co-founder of Typeset, a Perth-based content and writing business, for a wide-ranging conversation about what actually works when it comes to marketing, storytelling and content strategy for business owners.

Sarah has a background in software development, enterprise sales and writing, and has spent over two decades helping businesses communicate more clearly and build content that works as a long term asset. She and Kane get into the real stuff: why storytelling matters more than most people realise, how AI has changed the content industry and what businesses should actually be doing with it, the difference between paid ads and organic content, SEO vs content marketing and how to make the two work together, how to find a real expert in a market full of people claiming to be one, and why niching down and saying no to the wrong clients is one of the smartest things a small business can do.

If you are a business owner trying to figure out your marketing without wasting money on things that do not work, this one is full of practical advice from someone who has been in the trenches for a long time.

Follow Hypotential:
Website: https://www.hypotential.com/
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Instagram: https://www.instagram.com/kanetylersmith_/
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Connect with Sarah and Typeset:
Website: https://typesetcontent.com/
LinkedIn: https://www.linkedin.com/in/sarahcmitchell/

00:00 – Intro
00:37 – Introducing Sarah from Typeset
00:58 – Why storytelling matters more than most people realise
02:28 – Is personal branding a buzzword?
04:08 – AI slop and why copy-pasting AI output is a mistake
05:27 – Claude vs ChatGPT for writing
08:57 – Why people can’t always tell when content is written by AI
10:40 – The great blending of content and why everything sounds the same
14:28 – Gobbledygook, jargon and why cutting it out makes you stand out
15:00 – What Typeset does and how it has changed since ChatGPT
17:26 – Fractional content leadership explained
18:00 – Award submissions and how to write one that stands out
21:05 – Writing workshops and getting a whole team on the same page
28:43 – How Sarah moved from software to enterprise sales to freelance writing
31:07 – Selling into banks with no brand awareness using content
35:30 – Moving to Perth knowing nobody and building a business from scratch
38:32 – Why you should never cut marketing when business gets tough
40:24 – Why content is an asset not an expense
41:13 – Smartfix’s Google ads reliance and the move toward SEO
43:34 – How to update existing content for AI search
45:21 – Adding FAQ sections without unpicking everything
47:53 – Suburb landing pages and how they can cannibalise your website
49:18 – How to find a real SEO expert
52:26 – Content marketing slow burn vs paid ads fast results
54:49 – Smartfix’s $750K Google ads month and what the data showed
56:13 – Building an email subscriber list as your most valuable owned asset
58:04 – Could Smartfix send physical letters to past customers?
01:00:55 – What is PR and why social media broke the gatekeeper model
01:05:18 – Trades owners who hide behind their business instead of showing their face
01:07:23 – ChatGPT paid ads and what it means for Google’s future
01:10:29 – Using two AI tools to pressure test each other’s output
01:12:38 – Kane’s frustration with SEO agencies and confusing reporting
01:17:47 – What marketing does Sarah actually respond to?
01:20:18 – The value of personal brand and how Daniel Priestley and Steven Bartlett do it
01:22:41 – Repurposing content and the content waterfall approach
01:25:12 – Publishing podcast transcripts on your website to boost SEO
01:27:13 – Rev.com, transcribing interviews and building a content library
01:33:57 – The biggest lessons Sarah has learned running Typeset
01:37:32 – Do not try to be all things to all people
01:39:09 – Saying no to the wrong clients and referring on instead
01:41:12 – Firing your first customer and why it was the right call
01:44:30 – Wrap up and where to find Sarah and Typeset