Content Marketing Mindset

Content drives every stage of the sale

I’m a content marketer who helps companies increase sales. Content is king, and SEO is crucial, but that's just the start. In my approach, we create engaging content that meets user needs across the entire customer journey to drive business results.
—Harris Salat

Distribute content across multiple channels and measure results

Lever: Benefit

  • Blog: Awareness, authority, thought leadership, SEO

  • Social media: Awareness, authority, thought leadership

  • Dynamic email campaigns: Engagement, nurture, conversion

  • Newsletters: Engagement, authority, conversion

  • Landing pages: Lead generation, conversion, SEO

  • Website (FAQ, testimonials, demos): Awareness, consideration

  • Sales outreach: Engagement, overcome objections, close deals

  • Onboarding: Loyalty, retention, reduce churn

Content = Connection

Content:

  • Makes audience smarter, teaches them new things

  • Promotes the brand and does not explicitly promote the brand

  • Matches audience intent; engages; speaks to their “why”

  • Optimized for skimming and scanning; white space is oxygen

  • Elements like short-form video, images, and infographics are integral

  • Goes beyond passive consumption; includes live events, virtual demos, and community participation

Optimize for search

SEO:

  • Domain authority through relevant content is a key SEO driver

  • Links generated by that content are the currency of SEO

  • Content is ranked on expertise, experience, authority, and trust (“E-E.A.T.”)

  • Long-form content generates highest ranking and backlinks

  • Embedded short-form video, images, and infographics are crucial for discoverability and engagement

Content marketing developed by Harris Salat

For EdTech companies zyBooks and Coding Rooms:

Credit: Semrush