How “That’s It” Grew a $100M Healthy Snack Brand With SEO + AI with Elizabeth Pigg скачать в хорошем качестве

How “That’s It” Grew a $100M Healthy Snack Brand With SEO + AI with Elizabeth Pigg

In this episode, we’re joined by Elizabeth Pigg, Chief Communications Officer at That’s It, the healthy snacking brand behind the country’s largest fruit bar. With 85,000+ retail doors and $100M+ in sales, Elizabeth leads PR and communications across every touch point, and she’s thinking deeply about what it means to be discoverable when your brand name is literally one of the most common phrases in the English language. We dig into the unique challenge of ranking and being “findable” as That’s It (especially when your biggest competitor is… produce), why AI search can actually help a brand like theirs, and how they’re building narrative control across every channel. Elizabeth breaks down their multi-layer approach, from upgrading FAQs, product pages, and press pages, to training internal sales teams to use consistent, “ownable” language, and leveraging authoritative nutrition pros (RDs) to shape the exact questions real consumers are asking right now. Timestamps 00:00 – Who’s Elizabeth & That’s It 01:59 – The discoverability problem 02:23 – Why AI makes discovery easier 04:46 – AI visibility + narrative control 05:16 – Website upgrades 06:15 – Consistent language 07:37 – Launch messaging 10:03 – Reviews + AI review summaries 14:54 – Early brand traction 16:43 – Why simplicity wins 23:15 – Content flywheel 25:09 – Why being first isn’t always the advantage 27:31 – SEO and AI optimization 31:21 – What she’s watching next 32:58 – Where to find That’s It + contact 🤔 Do you need help with Digital PR link building? 📛 FREE Press Badge Generator – Showcase Your Tier-1 Coverage: https://www.linkifi.io/press-badge-maker 📈 FREE Press Coverage Cheat Sheet – Boost SEO with PR Links: https://linkifi.io/cheat-sheet ☎️ Book a FREE Discovery Call – Let’s talk link building: https://book.linkifi.io/widget/bookin... 📺 More Interviews and Content: ‪@linkifi‬