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 […]
Read more
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 […]
Read more
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 […]
Read more
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 […]
Read more
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. […]
Read more
There’s just no getting away from the fact that content production is expensive; high-quality content even more so. Hence why you must balance strategy with efficiency. However, one classic way to undermine both strategy and efficiency is to have multiple marketing functions (content, SEO, digital PR, social media, etc.) creating their own content independently of each other for the same or similar target audiences. For example, the SEO team commissions or creates content intended to boost […]
Read more
What if you had a way to move your marketing investment across the balance sheet, from a cost centre to a long-term asset? A strategic approach to content marketing can do that, but it requires more than a plan to publish marketing collateral. By taking a page out of the playbook for traditional media, CMOs […]
Read more
Halloween is a time for scary stories that keep you awake at night. So, turn off the light and pass me the torch, as I tell you a tale as familiar as it is terrifying—a tale about the bogeyman under every content marketer’s bed: ROI. It’s the monthly reporting meeting. The applause for September’s sales […]
Read more
It’s happening again. Marketers are losing their minds over the latest shiny thing. This time it’s the Artificial Intelligence edition. Remember when social media was going to revolutionise marketing? How it was going to put you in the PR driver’s seat and let you totally control your message? Content marketing was supposed to replace media. […]
Read more