Content

Content is an integral part of any SEO campaign. Catch up on the latest news, advice, and guides from the content team here at SALT.agency.

Sarah Mitchell March 17, 2026

Content quality and strategy matter more than ever in the age of AI

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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Content
Sarah Mitchell March 12, 2026

If your content audit didn’t change decisions, it wasn’t an audit

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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Content
Sarah Mitchell March 5, 2026

Content in the AI era: Why distribution and amplification matter more than ever

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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Content
Dan Taylor March 3, 2026

Third party platforms are a risky foundation for your content moat

AI crawlers and foundation models are quickly becoming the primary way information is discovered, summarised, and acted upon, often before anyone even sees a traditional search result. For brands and publishers, the real question is no longer just, “Can people find my site in Google?” It is now: “Do AI systems have permission to access, […]
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Content AI
Sarah Mitchell March 3, 2026

How to effectively govern AI use in content teams

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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Content AI
Reza Moaiandin February 26, 2026

From rankings to references: How to structure content for AI search

In the first wave of AI search, most of the conversation focused on what is changing. Now the more important question is how to respond. AI search does not replace SEO, but it does change what visibility means. You are no longer optimising just for rankings. You are optimising for inclusion. AI systems increasingly deliver […]
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Content
Sarah Mitchell February 16, 2026

Your messaging isn’t converting. Here’s how to fix it.

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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Content
Sarah Mitchell February 12, 2026

The authority deficit: Does your brand lack content, or courage?

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
Sarah Mitchell February 5, 2026

The content multiplier: How strategic SEO content turns a small team into a big impact engine

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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Content
Reza Moaiandin January 30, 2026

Your SEO backlog is costing you revenue. Here’s why marketing needs to own it.

SEO strategies don’t usually fail because of poor insight. They fail because fixes don’t get implemented. Every unimplemented SEO fix is a compounding tax on your marketing budget. Regular SEO audits can highlight critical issues and provide you with a list of actions and fixes to improve search performance and address problems with your site, but improving performance relies on being able to […]
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Content
Sarah Mitchell January 29, 2026

In Defence of the em dash: What the AI writing debate gets wrong

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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Content
Sarah Mitchell January 21, 2026

Branded Content Is Dead. Long Live Content Brands

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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Content