Not long after I started my first writing business, I landed a plum assignment with a big consulting firm to develop white papers for them. They had invested in quality research, conducted multiple interviews with people in the target audience of high net-worth individuals, and had a panel of internal subject matter experts to interview. […]
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You’ve read all the articles on AI adoption. You’ve seen the data on changing research behaviours and zero click search. You’ve probably experimented with a few AI tools yourself. The question isn’t whether AI is transforming content marketing. You already know it is. The question is whether your strategy will survive or thrive in this new environment. Adapting successfully will require more than a few tactical tweaks to familiar practices. Yes, you […]
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Most content audits fail. Not because the data is wrong, but because they don’t change decisions. They produce impressive spreadsheets yet often leave CMOs wondering what to actually do next. A content audit should do the opposite. It should clarify priorities, reduce uncertainty, and point to the actions that will improve performance. Yet in many […]
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AI is now embedded in how customers research, evaluate and compare brands, and CMOs are already restructuring teams, workflows and measurement models around that reality. Marketers are feeling the impact most acutely in content marketing and SEO. If there’s one thing just about everyone agrees on, it’s this: Original, high-quality content is essential. Great content has always been important, and some of us have been […]
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AI use in content marketing is here to stay. So, what’s the plan? The honeymoon phase of AI is over, and what was initially a shiny new tool is now a strategic conundrum. CMOs are grappling with questions from the board, CEOs, and non-execs alike, including: What is our AI strategy? How is it being […]
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Last week I received an email from an agency trying to sell me content marketing services. The tone assumed a level of familiarity that did not exist. The note was full of punctuation and grammar errors. The company tried to school me on why I should be investing in original content which they could create […]
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On paper, everything seems fine. Your content calendar is full, webinars are scheduled, LinkedIn posts go out like clockwork, and you’re publishing blogs with reassuring regularity. So, why is nothing happening? You’re seeing no increase in leads. No meaningful differentiation. No real change in the market. Just more content being diligently created, published, and then lost in the […]
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Content teams are always busy. When they’re not writing blogs, scheduling social posts, or sending out newsletters, they’re researching topics for their next projects. On paper, everything your content team is doing looks and feels productive. But when your leadership team asks what that work is achieving, the answer is sometimes unclear. Traffic and engagement […]
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The em dash has emerged as an unlikely villain in marketing circles. According to a growing chorus of voices on Reddit and LinkedIn, this humble punctuation mark is a telltale sign of AI-generated content, prompting writers to debate whether to use the em dash at all. But is it though? Here at SALT, we’ve had internal discussions around whether we should abandon the em dash, lest our […]
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What do the Guinness World Records and the Michelin guide have in common? They both started life as marketing ventures – some of the very first, and most successful examples of what we call today ‘content brands’. What is a content brand? A content brand is a content initiative that supports the main brand but […]
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As the calendar careens like an unmanned bobsled towards 2026 (it was July only a couple of weeks ago, right?), marketing has never been more challenging, more complex, more … let’s be honest … confusing. How can CMOs be expected to stay on top of every evolving trend across every conceivable channel in an industry that reinvents itself every 18 months? Yet, if the job descriptions on […]
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Plenty of SaaS companies position their services as user-friendly. These handy apps and platforms seek to empower users to get more done without any of the niche expertise, technical hurdles and other complexities that so often serve as barriers to entry. Anyone can build a website with WordPress.com. Anyone can be a bookkeeper with Xero. […]
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