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.
There are plenty of reasons why great original research content is so valuable. It can build authority, attract backlinks, and, depending on your strategy, capture leads. Plus, this is before you consider all the other content your research might inspire – drawing on data and insights your competitors don’t have. And as everyone scrambles for […]
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Something has shifted. You can feel it in the numbers, even if you can’t fully explain why just yet. Traffic patterns look different. Content and campaigns that once did well now underperform. The playbook that worked two years ago has begun to deliver diminishing returns. The problem isn’t your content strategy; it’s that the customer […]
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Done well, original research has always been content gold. You only have to look at the number of benchmark reports, industry indexes, and consumer surveys published every year to know there’s some serious brand awareness and authority to be had, as well as a bumper crop of leads and subscribers with the right gating strategy. […]
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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 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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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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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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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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