Latest / Success Story with Scott Clary / Daniela Schrittenlocher - Content Strategy Expert | Why Most Content Creators Fail and How to Build Authentic Authority

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Daniela Schrittenlocher - Content Strategy Expert | Why Most Content Creators Fail and How to Build Authentic Authority · Success Story with Scott Clary

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If you enter the social media world, no matter what platform, you see a lot of noise out there.
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Everybody seems to be an expert at everything nowadays because you just
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lug it into challenging PT at your answer, but that's really not how it works.
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This is Daniela Strittenlocker, founder, strategist, digital architect. She didn't take the
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traditional path. She built her brand quietly. Layer by layer, click by click, until it became
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one of Europe's most respected. My only intent was let's create a platform that is going to help
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my current clients answer their questions and that really snowballed into what it is now.
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Once you know who you are, you can represent yourself the right way and that's the only way to be
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authentic. What started as a personal vision is now a blueprint used by thousands of entrepreneurs
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and creators across the world. Her work isn't loud but its impact is undeniable because Daniela
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doesn't just talk about brand power, she builds it. When somebody's like I want to be a creator,
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where do I start? I want to make money off my content. Don't focus on making money.
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Focus on answering questions, on helping people. Focus on that. Over focusing on I want to make
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X amount of money because you will not get there.
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Daniela, I'm excited to do this. One of my favorite ideas that you've had
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in regards to social media and content is don't listen to everybody and every hack
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and every trick out there and I feel like this is really a no nonsense philosophy to everything
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you do in your life. Can you explain why that idea is so important?
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Well, if you enter the social media world no matter what platform you see a lot of noise out there
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from left and right all the angles possible. Everybody seems to be an expert at everything nowadays
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because you just plug it into challenging PT and here you go. Got your answer but that's
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really not how it works. Not in the social media world, not in life, not in business, really just
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listen to your gut feeling sometimes, say what works for you and go from there.
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I love that you mentioned, I love that you mentioned chat, GPT because I feel like people,
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especially in social media, I'm seeing so much chat, GPT generated garbage and people are
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outsourcing their thinking and their writing and basically their whole lives and it's not good
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and I don't know why people thought this would ever be good but I mean you've built a massive
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audience, you help other companies understand content and social and sort of emerging strategy.
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Why is it like human nature to just default to the easiest possible option? Is that what we do as
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humans? Like what you succeeded by almost being contrarian to that, by doing what's uniquely you
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and by putting a content that is actually what you believe in. Why do people default to this
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easy content? Even when we know it's not going to get the likes of you's the shares because I see
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it everywhere. So obviously people are addicted to it but I don't think it's working.
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No it's definitely not and I mean well if I say it's definitely not it is working for some people
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because so many are just out there copying and not being themselves but the problem is it only
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works for so long right. With everything you do if you try to be someone else you can only do
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this for so long it's not going to be sustainable. Not to you you're not evolving you're only always
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chasing the next best hack to get somewhere where someone else already is. That will never get you
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ahead. You had the luxury of not having chat GPT when you started this journey so it forced you
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so talk to me about how you made this transition why you even chose to move into content and social
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where you came from as well and how that informed a little bit of who you are now.
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Well you know what I think it goes back to expertise, real working expertise and just going off
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of that and basing everything off of that that's really where I was coming from and I did not look
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at creating an Instagram channel or social media presence from a standpoint of oh my gosh I want
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to grow to X amount of followers. My only intent was let's create a platform that is going to help my
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current clients answer their questions because they kept asking the same questions over and over
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again and I was like okay let me simplify my process build a platform that anyone can access
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and just take it from there and that really snowballed into what it is now.
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Now there was so when did you first transition out of corporate and into sort of doing your own
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thing and and explain so the first version of doing your own thing was building out an agency it
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wasn't even it wasn't even social social was kind of like a means to an end is that correct?
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Correct social was just a tool that I utilized. What was the point where you're like I want to do
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something different I want to break away this is not fulfilling anymore because even that
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I'm sure you include this in your story and your content because it's very meaningful but
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talk to me about that. Yeah so honestly going back to the first lockdown of COVID
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that's really where it all began I always loved my corporate life I didn't have to experience any
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layoffs or anything like that. Never thought I would be a business owner or venturing out of the
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corporate world you know I was just following the ladder just going up and it just all worked out
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great and fine you know secure income all the things that come along great benefits
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but it was such a tilting point for me where first lockdown I have a couple of friends that
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were small business owners or are small business owners and really with their brick and
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mortar first lockdown not really having a social presence not having an online presence at all
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or a website and they turned to me asked me okay can you help me because I really don't know what
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to do at this point and I started helping and it just felt so much more rewarding and just working
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your you know responsibilities that you have and corporate just having that one-on-one connection
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and seeing someone succeed not a ginormous business that I was working with and corporate
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and talking to all the CEOs and CFOs and CIOs of the world rather looking at my friend's eyes
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and they're being just so excited that this is working out that was everything I needed.
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What is the mindset shift what is the mental model or the reframe that you had to make
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because you've done it multiple times in your life now that's very that's very interesting
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because I I had to as well um well I think it goes back to reflecting on your own personality
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and getting to know yourself and really thinking of okay what is my value what can I give to other
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people and for me personally I just found out it's truly helping others succeed.
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Was there a way that you transitioned out of corporate and into doing your own thing
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uh a strategy because that when you have to provide for somebody it's not like uh it's not like
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you can just like fail like there is no there is no failure option you have you have kids you have
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family you have more of a different whatever so how do you go through that process how do you
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convince yourself because I think that that scares a lot of people for making that jump or doing
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something different. Honestly I feel like for me there was never a point where I was like okay um
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this is going to be a risk for me. I was committed I was all in as soon as I made the decision
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that it's worth it now so I left. What are the what are the things that you first talk to them about
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when they're a solo printer content creator small business maybe it's different maybe it's the same
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when they're trying to figure out okay I want to succeed on social I have access to all these
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different ideas strategies tools technologies where do I start it's overwhelming it could be expensive
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I don't know where to go um but I got to figure it out because you know at this point if we go back
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in time COVID's happening word of mouth isn't really killing it um so we got to figure out how to
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succeed online so what's the first sort of conversation you would have with somebody when when
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you engage them maybe it's evolved since that first business maybe it's been the same. I think it
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depends on the situation but um generally speaking I like to dig deep um and I like to get to the
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bottom of who you are and really finding that out because I I personally find once you have that
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clarity as a business owner as entrepreneur as a content creator whatever it is once you have
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that clarity of yourself you can um succeed and you don't burn out on socials you don't you know
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or doesn't even have to be socials but in general once you know who you are you can represent yourself
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the right way and that's really the only way to be authentic and so many it's sharping to me
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honestly how many people don't know who they are it's very stressful to put yourself on display
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on social when you first started putting yourself out there I've watched some of your con it's very
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good um was there a little bit of imposter syndrome or how did you navigate sort of like the the
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stress of putting your whole life on display I really don't put everything on display what I
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focus on is more being let's say the topic brand um as far as my expertise goes and I think
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there's a big difference between a personal brand that shows up as a person so I do that a lot for
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example when I coach CEOs um digging deep into finding themselves and being authentic but then
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having the bigger picture in mind where do I want to get with this um but there's a difference
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between being a personal brand or a topic brand how do you think through what parts of your life
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that you want to be quote unquote authentic about and that you want to talk about and you want to
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bring up what was the exercise that you went through like did you for somebody's listing for
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example did you go through who the list to the viewer is of your content is there certain buckets
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of content what's like the sort of the formula that you've used for yourself has been very successful
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so if you're looking at my channels I love all the points that you're touching based on because
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if I reflect on my own social media presence I have five active accounts that are five completely
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different accounts for that reason because it is so confusing if I would try to have all these
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five different elements of myself into one channel um so just putting it into you know a perspective
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I have my marketing account then I do have a travel account I have a UGC account so just really
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splitting it all into individual accounts and that's where it's at because you want to serve
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that specific audience and you have that goal in mind um that's exactly what it is if I look at my
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marketing account I want to serve people I want to answer their questions and that has been
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my content strategy from day one answering people's questions and it's as simple as that
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and it's the same if you are in fashion if you're a beauty artist if you are you know whatever that
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may be a travel blogger um answer people's questions what would be the strategy that you found
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that works best in terms of content that hits again and again and again and again and including
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all the ideas we've discussed including like I say you put your life into it your authentic your
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answering questions um the you know check check check you've done all that stuff
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in terms of actual style of content what other uh just sort of like list out the other best practices
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for people that are just getting started what type of content they should start to try and make um
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I think various answers here one is responsive content for sure um so responding reacting um to
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current topics current questions that people have but aside from that it's I feel like when I
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started um my Instagram journey or my social media journey outside of corporate um it was all
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about the how-tos um now we transitioned into the how-i um so really the how-i do XYZ
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hiring indeed is all you need how do you leverage AI and not basically remove the humanity
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from your content like what's the what's the amount of AI you should include or where should
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you embed it in your content of your social strategy I include AI for research idea finding
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optimizing helping me with things I would never copy and paste anything and post it never
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I still very much audio record my captions and my comments hence the typos and misspelled words
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and well not misspelled but just different words and there are sometimes that I didn't say but
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have picked it up but I think that just really gets across the humanization of it just audio text
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audio voice record your captions that makes a big difference is just as fast but you can still
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brainstorm with you know whatever AI tool you're using brainstorm use it other than that
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automating whatever you can I'm a big fan of that absolutely should you automate everything
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absolutely not are there any other that you've used successfully strategies with AI in your content
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that have worked very well outside of just brainstorming and research has there been
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anything else I mean like if we go through like the list of AI tools there's like you know there's
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11 labs it is a voice stuff there's I mean I guess canva can do graphics I mean chat GPT
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does graphics to opus does video clipping these are kind of all like nice little fun tools but
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they're never good enough to post by the way you can't just post that stuff you still have to like
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apply a human touch but is there anything else that you found that that helps you yes yes one
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of my favorites and absolutely underrated and overlooked is acrobat adobe acrobat okay explain
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I've never used them as an AI tool before okay yes because everybody sings oh wait is that the
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PDF thing where you can open the PDF or write a PDF exactly yes that one but that also has
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AI assistant embedded in it nowadays and I use it for example coaching calls you zoom calls
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you can have the transcripts just analyzed use AI assistant for let's say I have a coaching call
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there's a bunch of questions asked and we elaborated on that that I like to answer questions with
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my content so having AI assistant take the transcript and giving me the questions they were
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that we asked asked and answered throughout that coaching call there you go this is my content
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idea oh that's amazing that's I didn't know it so explain what the so adobe has AI tools
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what else do they do so they do so explain how this works so when you record a call
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because this is great for this is great for content and by the way I love taking your your
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live calls and turning it into content I think it's actually very smart so you record a call
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and then what else happens after that then you have this transcript of your call it you can
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you can does it does it don't be sit on like a zoo is that how it works okay so you have it
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integrated or linked you have the transcript of your call and then you plug that into AI assistant
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and say hey here's my transcript of my call can you bullet point the questions that were asked
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or the answers that I've given and turn this into social media content ideas walk me through when
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you go into a content creators sort of little world and you're trying to help them optimize
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everything and figure out how to operate and think keep in mind like legal finance sales marketing
19:11
HR onboarding like payroll like if they have a small team it's a lot and they and you can honestly
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sometimes get too much tech and too many tools that it actually screws up your process because you
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have so much you're trying to keep track of for that early stage creator walk me through sort of
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setting up their business operations what they should pay attention to acrobat that's that's
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your answer explain to me how a small SMB content creator solo printer how should they think about
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using again you mentioned Adobe what should they outsource to AI what should they not when should a
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lawyer get involved when should they not what should they use Adobe for what does it do differently
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than say for example writing a contract and chat GPT like walk me through a solo printer setting
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themselves up legally so that they basically don't get screwed and they get a good deal and they
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make sure to check all the boxes and check all the contract contingencies and all the different
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things that they should pay attention to how should they do that what what do you do for yourself
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and also for different creators I mean no AI tool will ever be an attorney so you can create
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as much as you want to but you will have to double check with an attorney if you want to be legally
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safe honestly as a content creator working with brands creating content for them I have not done that
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um haven't had to do it other than you know when it comes to my business structure anything like
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that when when it comes to sending out contracts to my clients yes I have those legally checked but
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when it comes into when it comes to content creation working with brands um I have not I have my
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rates set I have a contract usually they sent me a contract um and then I use AI to understand the
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contract because again I'm not an attorney um and sometimes that legal language can be um interesting
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to understand it's not yeah it's very interesting to understand so was there a never so now when
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you when you when you leverage AI was there ever a point where um it pointed out something um
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that you wouldn't have caught was there a was there a particular contract they just walk us through
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a story of of how you've used it um and not necessarily anything that I wouldn't have caught um I
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think it's more for me I like to utilize it as um simplifying to understand the contract in
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terms of okay when when are my deliverables do um what what is the net pay for this um is this
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really interesting for me am I going to sign this or not um really looking at those those are always
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my biggest ones um because time is usually never on my side um so I have to figure out when to
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deliver and yeah revisions revisions are also a big one um they like to hide in there uh what would
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be some of the bigger mistakes that solo uh solopreneurs and content creators and make um when
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negotiating deals that maybe AI could help them and Adobe could help them catch truly not understanding
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their deliverables and understanding the contract um especially when it comes to revisions I
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feel like that is a reoccurring a situation where a grand um clearly has it laid out in the contract
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that you know they can ask for two three revisions um and then the content creator gets caught up
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into oh my gosh this is not a two hour work this is like I have to rerecord this again and I have to
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do this again um so really getting caught up in that and thinking oh um I'm getting a thousand
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dollars for um an hour of work no that's not how it works so we spoke about content we spoke about
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how to be authentic with your audience we spoke about even some of like the tools when to use AI
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when not to use AI uh what would be some other major lessons that you've learned over even building
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out your own company for somebody that is a full-time creator uh things that went well things that
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didn't go well things that you know you want to teach somebody who's just starting on the same
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journey maybe you five years ago um be mindful of the time and energy that you have um because you
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can absolutely invest your time into the wrong things um and just get stuck in it so yeah really
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thinking of um the time that you have available where are you going to invest your time because time
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is your most valuable asset time is always your most valuable asset amen how do you figure out what
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those most important things are that you have to work on like you have um a way to delegate to
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figure out what only you can spend your time on versus when you should give it to your team um I think
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it's a combination of things you um are maybe really good at um and think you enjoy doing um and I
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think that's a missed one oftentimes where you get caught up into things that you have to do yes we
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all have to do things that we might not enjoy doing and we still have to do it um but I much
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rather outsource those um then the ones that I love enjoy doing because that just keeps up the whole
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motivation of working in this business and you know keeping you happy and not burned out because
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you don't no matter how many hours you work in a day you can work 60 hours a week not burn out
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or 100 hours a week not burn out if you love what you're doing what was the point where you knew
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that this was what you're meant to do like that you were sort of living in your calling I don't
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know how else to describe it like how do you how do you recommend somebody sort of seek that out when
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they figure out their north star or their figure they figure out their iki guy you know the
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the venn diagram of who they are or what they're good at what the market needs uh what they can
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monetize I think that's what it is I can't remember exactly but there's a couple different frameworks
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for this how did you figure out because that's a lesson for somebody who's sort of lost on their
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journey uh what you should spend your time and energy and life on um I mean just seeing what I
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enjoy doing and reflecting on that I'm big on reflecting um I I just love that um and I think
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everybody should practice that not enough people practice that really reflecting on what you're good at
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and being okay with the things you're not good at it's fine to not be good at everything we we
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can't be good at everything and um then finding a way to outsource that and simplify my life um
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and my content creation or my processes or whatever that may be um but looking at at that way um
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that you put your time and energy into the things you love doing um then it's automatically becoming
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you get your podcasts talk to me about monetization somebody's a creator they're building out their
28:07
business they understand how to be authentic with their audience they understand the different tools
28:12
they shouldn't shouldn't use um i want to make money what type of content should you be creating
28:20
to grow an audience versus how to make money is there a difference are they the same
28:25
like what when somebody's like i want to be a creator where do i start i want to make money off
28:29
my content what's the advice that you give me um don't focus on making money
28:35
a focus on a true value piece um a true focus on answering questions on helping people in
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what way ever that may be as a fashion um influencer could be on how to put together outfits um
28:54
but focus on that over focusing on i want to make x amount of money or i want to grow 10,000
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followers in the next 30 days because you will not get there what's the biggest misconception about
29:08
social media in terms of how it makes you money like set expectations for people set expectations
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for the content creator set expectations for the small business owner the solo printer in terms
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of what social will do for you and not uh you do not need a big following to start making money um
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definitely not there are a ton of u gc creators out there that have less than a thousand followers
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and make a ton of money um because they are u gc creators so the content doesn't live on their page
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it lives on the brands page um and then the best way to utilize that is use your own page as a
29:45
portfolio um doesn't necessarily give you a whole bunch of followers but that's absolutely fine
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you utilize social media with a different purpose uh purpose in mind um i think that's really the
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biggest misconception that you need x amount of followers and growing x amount of followers is
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actually not hard um if that's your goal sure i have that all all the time i feel like where
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somebody comes you know signs up for a consulting call and says well i want to grow a hundred
30:19
thousand followers and then my question is why and they don't have an answer for that
30:23
what should they focus on instead then they're true why what do they actually want or why do they
30:29
need a thousand followers at a hundred thousand followers for what yeah if their answer is
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because i want to make money off of this well then you don't need a hundred thousand followers
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if you think about all the ways because being a creator is being an entrepreneur and you are
30:46
building a business think about all the different ways that content creators because if you have
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a business you have a product okay well we'll shelve that for a second because that's sort of
30:55
more obvious but i think creators they kind of get lost in how should i build up my little personal
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business empire right should i do sponsor deals should i do brand partnerships should i do affiliate
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should i have a course should i whatever what should people start with where should they start
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because i i am a firm believer if you try and do everything you do nothing successfully at least
31:18
so where should they start um i would say start with having a focus in mind and finding yourself
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finding your own voice on social media if you want to utilize social media as that um
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experiment with that experimentation never stops don't be afraid to experiment
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and just get out there and find your voice find what's unique and what
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sticks um because again going back to trying to do what everyone else is doing isn't going to
31:54
set you apart and is there um do you have advice for people who are trying to figure out should they
32:01
show up on every single platform or should they pick one or because there's also so many platforms
32:06
now that it gets overwhelming yeah definitely do not try to be on every platform
32:13
pick one maybe two or three it depends if they have cross posting um options or not
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might as well cross post um but even if you say okay i'm gonna pick various amounts of platforms
32:28
be mindful that every platform is different and you cannot just utilize the exact same content
32:33
in every platform it doesn't it does not work well when you do that it does not work well at all
32:39
um so when do you when do you sort of start to expand or do you ever i guess i guess it comes back to
32:45
what are your goals that is truly the answer yeah i mean you don't want to um put all your eggs in one
32:51
basket um so definitely um utilize your content if you are already creating content and then it
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depends on what kind of content are you creating if you're creating long form um best absolutely
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best way um to chop that down and you know use it for other platforms um but so many people are
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afraid of creating long form so they start with you know short form content um or graphics because
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they don't even want to show up on camera um where this is a whole different a situation
33:25
and what would be your advice i have my views but you work with way more creators than i do
33:31
so what would be your advice what do you what is the advice that actually works not just scott's
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opinion it should you figure out how to get over your fear and you have a strategy for that or
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you just triple down on what you're actually comfortable doing um yeah so i think um content
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creators and small business owners i see that even more with small business owners they don't
33:52
know how to show up on camera because they you know they like to show their products or whatnot
33:57
and not themselves um content creators i feel like the majority of them is aware that okay i do
34:03
have to show up on camera but you can absolutely to make tweaks to that some feel very comfortable
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and i think it's a way to ease into that um feel comfortable of recreating a trend that's an
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easy way to ease into showing up on camera because you're just recreating something
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instead of jumping on camera and talking on camera because that is a whole different ball game
34:28
i feel like where people are like oh my gosh now i don't know what to say or i don't know how i
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look or you know they're overthinking it in all kinds of ways is there a hack to becoming better
34:38
on social or is it just putting in the wraps and then the then follow up is if you're trying to
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make money off social what's the percentage of promoting versus value that you see really
34:49
really works well um first um question um about showing up so i definitely think there there are
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variations as i said um you don't need to show up on camera and start talking to the camera and
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you know be all vulnerable um you can you can you know baby steps baby steps will get you there
35:12
and um my first pieces of content look terrible um i think every creator feels that way
35:19
it's so cringe to look back at your old content and yeah it was just not good but
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this is how everybody feels if you would be perfect already um at what's the point that's boring
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like where are you going to go and how are you going to evolve so um being okay with that and
35:39
just you know say okay well this is what it is i think another big one that we haven't touched on
35:44
is um just separating um the outside world of friends and family from your account and from
35:51
that pressure especially when it comes to showing up on camera i feel like that's a big topic for
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a lot of people where it's like well but what are my friends and family you're going to think um
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it doesn't matter i really doesn't matter the people who want to support you and that is
36:06
that is something that i've really learned on social media being active on social media is
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the people you don't know are the most supportive people sometimes um on especially on social media
36:17
the like-minded people that you meet there it's wild and then you have your own family um yeah
36:24
making you feel cringe every time it's tough it's very tough um but i think that once you do it
36:31
more and more you start to get you start to realize it nobody really cares that much that's
36:37
that's a main takeaway um when somebody is just the second part of that when somebody is trying to
36:43
make money on social or sell a product what is your best ratio for salesy versus value um i mean
36:53
it's kind of bold to say don't sell um because you are selling by showing up um but honestly i
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i don't really think that we need to actively sell um i think taking a step back and passively
37:08
selling is the way better approach by showing the value let's say you have a product by showing
37:13
the benefits of the product or product or how you use the product um is indirect selling and
37:21
that works a lot better if you look at sort of 2025 and beyond what are some things that you're
37:27
excited about with the creator economy and and social media in general like what are the things
37:32
that you're seeing that people aren't even aware of yet great question um i think even tapping
37:38
even more into the humanization of how i do things i touch based on that a little bit um away
37:45
from the how-tos more to the how-i um and just adding that piece of personalization and humanization
37:53
into content um and i think trends will always exist um but they will evolve and i think
38:03
as we all get more comfortable in front of camera um because you know looking four or five
38:09
years back except youtube um but you know when when it comes to this um short from video content
38:16
creation now we're all used to it we're all used to creating um so just seeing the different
38:23
creators evolve and going into different directions instead of following trends um yeah i think
38:30
that will be interesting if somebody is sort of wrestling with the idea of should i do it should i not
38:37
what what's what's the words of wisdom to that person what is the thing that you want them to
38:44
ask themselves that will sort of point them in one direction or or another why do you want to do it
38:52
a lot of people don't have the answer for that why do you want to do that i feel like at a
38:57
such a there's again so much noise um on it's so easy um but it's not it's not that easy and i
39:05
feel like barely anyone talks about how hard it actually is um how consistent you actually have to
39:11
be and how determined you have to be to get there because how many times have you tried something
39:18
that didn't work out if people want to uh if people want to connect with you if people want to
39:25
sort of reach out to you and sort of learn more about how you can help them with social with content
39:29
with their business where do you want to send people um you can find me on social media um
39:34
instagram linked in um reach out i am the one answering my dm's no way i tool is doing that or none
39:43
of my team members um yeah i i i love connecting on socials um yeah what's the main handle i think
39:52
on instagram main handle is um elos marketing services ELIS marketing services and
40:00
um same on most other platforms but um when it comes to linkedin youtube then it's first and
40:06
last name danielos written locker perfect yes i i'm not even gonna try it it's written locker i got it
40:11
i got it danielos written locker but we'll link everything in the show notes the last question i
40:16
like to ask obviously you've had a great career multiple seasons to your career as well
40:21
when you look back um and sort of and the way that i like to ask this question is say you could
40:27
just pass on sort of one lesson could be about business could be about brand built and could be
40:32
about life i don't care you take it as you want uh but you could pass on just one lesson to your kids
40:37
after all the different things that you've built and different successes that you've had uh what
40:41
would that lesson be and why believe in yourself and don't give up um time is your um most valuable
40:50
asset and use it wisely