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:
Blogs to build awareness and authority: Office Hours, Developer Training Report
Posts to rank for SEO and distribute across the funnel: Preventing Cheating in Coding Class, How to Teach Data Science, Reskilling in Action
Landing pages to drive leads and conversions: Partner Solutions, Autograding
Email campaigns to grow engagement and conversion: Nurture, Welcome, "Coding Rooms Academy" Day 1,Day 2, Day 3, Day 4
Sales enablement to close deals: case studies, online catalog pages, sales team training
Short-form videos to engage and distribute across the funnel: Dr. Cay Horstmann, Women in Engineering, Managing Cognitive Load, Cybersecurity
Live events to build awareness and drive conversion: Coding Rooms' virtual Professional Development Day
Credit: Semrush