In SQL Server, string values ββare limited to ' rather than " .
In addition, column names must be enclosed in square brackets or left as they are (if they do not contain spaces).
Therefore, your request should look like this:
INSERT INTO dbo.metadata_type (name, publishable) VALUES ('Content Owner', 0), ('Content Coordinator', 0), ('Writer', 0), ('Content Type', 0), ('State', 1), ('Business Segment', 0), ('Audience', 0), ('Product Life Cycle Stage', 0), ('Category', 0), ('Template', 0)
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