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Hello and welcome to the 161st edition of Fresh Salmon.

If you're new here, welcome aboard! And if you’d like to catch up on past issues, click here.

Meet our primary partner for today’s edition: Deel. Check them out 👇👇

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Some experiences break you. Others build you.

This one did both.

I spent 25 days in a hospital in Berlin, Germany (circa 2013-14).
At first, they thought it was TB.
Then came endless scans.
One test after another.
No answers.

It all started with a simple boil on my shoulder. I didn’t see a doctor in time, and suddenly, my entire arm was frozen in pain. That’s when I finally went to the ER… and got admitted.

I lost weight rapidly.

Then, out of nowhere - excruciating appendix pain.

Doctors hit pause on everything to remove it.

And that’s when the real problem was found - a rare bacterial lung infection.

Once the right treatment started, I finally began to recover. But by then, my body was weak. Breathing was difficult. I needed rehab just to regain my strength.

Then, in my last week at the hospital, something unexpected happened.

I saw an email about a health-tech startup building mobile apps for remote diagnosis (Telehealth).

Just incubated and received a university grant.

And it hit me - if I had access to something like that, I might not have ended up in the hospital in the first place.

In my head, if I would have used an app like this one, I wouldn't have been in the hospital. I thought, I would have totally used it. Period.

Right from my hospital bed, I wrote a cold email for a role that didn’t even exist. I landed a lunch meeting with the founders.

Fast forward - I worked there for nearly 5 years, built the operations in the US, helped scale it from $0 to millions in revenue, and then it also got acquired.

That experience shaped my entire career. It’s why I’ve spend over a decade in healthcare.

It’s why I built TopHealth.
It’s why I’m committed to elevating the healthcare ecosystem.
It’s why I’m committed to amplifying the voices of healthcare providers.
It’s why I’m committed to supporting healthcare companies become market leaders.

Meet our secondary partner for today’s edition: The AI Report. Check them out 👇👇

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Your Content Isn’t Just Content — It’s a 24/7 Sales Machine

Your content isn’t just content - it’s your digital salesperson. It should be working for you 24/7, building trust and attention even while you sleep.

But most people get content marketing backward.

They think, “Let me create content first, and then I’ll figure out how to distribute it.” But that’s the wrong approach.

Content marketing should always start with distribution first.
Before you create anything, ask:
- Where is my audience?
- How do they consume content?
- How can I show up where they already are?

Yet, many in B2B Marketing treat content like a siloed effort:
- A few social media posts here
- A separate video for product marketing there
- Some blogs on the side

That’s not a strategy. That’s scattered effort.

Instead, content marketing needs one central pillar - a core content source that fuels everything else. From there, you repurpose and distribute across all channels, ensuring consistency, impact, and reach.

If you’re a B2B company, this matters even more. Your content should:

• Prioritize distribution first. Reverse-engineer where your audience is and build for that.

• Be built around a core content pillar. One main source that fuels all other formats.

• Have a strong strategic narrative. Your unique perspective helps you stand out in the noise.

When you get these three things right, your content doesn’t just exist - it compounds, scales, and drives results.

Start with a video podcast – This is your primary content engine. Every conversation, every insight, and every perspective is captured in an engaging, authentic format.

Repurpose for SEO – Turn the transcript into blog posts and articles that drive organic search traffic to your website.

Clip for social media – Extract short, engaging moments for LinkedIn, Facebook, Instagram, and TikTok to put your message in front of your ideal audience.

Distribute full episodes on audio platforms – Push the long-form audio to Apple Podcasts, Spotify, iHeart, Amazon Music, and more.

Upload video to YouTube – YouTube is still the largest search engine for long-form content. Your content lives here forever, continually driving discovery.

Send through your newsletter – Every episode gets in front of your subscribers, keeping them engaged.

When you do this for every single episode, suddenly:
Your content marketing is no longer scattered — it’s connected.

Your messaging is clear and consistent across all channels.

Your content is differentiated because it’s video-first — real conversations, real insights, not just AI-generated text lost in the sea of sameness.

This is the shift: Media-first content.

If you just do this — start with video, distribute it smartly, and build everything else around it — you won’t need to overcomplicate your content strategy.

This is the playbook that works!

Marketing Feels Hard? Good. You’re Doing It Right.

Push, Push, Push - Until the Pull Kicks In!!

Starting a new business? A fresh brand? Here’s the reality: Marketing, in the beginning, is all push.

Push your message.
Push your content.
Push your offers.

Why? Because in the early days, you’re nobody. No audience, no brand recognition, no existing demand. Even running a simple experiment takes twice the effort just to collect meaningful data.

Your messaging? Still evolving.
Your ideal segment? A moving target.
Your positioning? A work in progress.

So don’t be shy. Be loud. Be everywhere. Be relentless.

Because one day, if you do this right, the push will turn into pull. People will start coming to you. Your brand will have gravity. And that’s when you realize - this is how marketing actually works.

Interesting Thing That I Saw This Week

Tweet That I Posted This Week

I like TheSkimm, and the brand they created. They have been around for 12 years. I don’t think, it was a great outcome for them, but this goes without saying that they have done an excellent job of growing a newsletter into a media company, and have been a great example for everyone else.

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.