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Hello and welcome to the 174th 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: Collective. Check them out 👇👇

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The Only 4 Marketing Channels That Exist — And the One That Wins

Let’s simplify.

In 2025, marketing feels complicated.
Too many tools. Too many tactics. Too many “hot takes.”

But if you strip away the noise, there are really only four ways to grow:

The 4 Core Channels That Drive Growth:

1. You Reach Out to People

This includes cold outreach, warm intros, DMs, referrals, tapping your network, outbound sales.

It works — but it doesn’t scale easily.
It’s labor-heavy. It breaks without systems.
But it’s still one of the most powerful levers early on.

2. People Talk About You

AKA: word of mouth and referrals.

The most beautiful channel… when it happens.
But also the least controllable.
You can't manufacture it — only earn it through experience and results.

3. You Pay for Attention

Performance marketing. Social ads. Google Ads. Retargeting.

It’s fast, trackable, scalable — until it’s not.
Costs keep rising. Algorithms shift.
If this is your only lever, your CAC becomes a ticking time bomb.

4. Content Marketing

And here’s the real leverage point.
Because content — when done right — becomes your digital sales team.

It works 24/7.
It doesn’t complain.
And it builds trust before your team ever picks up the phone.

Meet our secondary partner for today’s edition: I Hate It Here. Check them out 👇👇

HR is lonely. It doesn’t have to be.

The best HR advice comes from those in the trenches. That’s what this is: real-world HR insights delivered in a newsletter from Hebba Youssef, a Chief People Officer who’s been there. Practical, real strategies with a dash of humor. Because HR shouldn’t be thankless—and you shouldn’t be alone in it.

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But Most People Are Still Doing Content Like It’s 1999

Here’s the harsh truth:
Most B2B teams are still treating content like an afterthought.

• Writing generic blogs no one reads

• Posting random product screenshots on LinkedIn

• Recycling stale whitepapers behind gated forms

That’s not content marketing.
That’s busywork.

Because the world has changed — and consumer behavior changed with it.

The First Brand Touchpoint Is No Longer Google

It’s not your website.
It’s not your blog.
It’s not your “ultimate guide to B2B funnel optimization.”

It’s a clip.

A 20-second video on LinkedIn.
A 30-second reel on Instagram.
A punchy short on TikTok.
A scroll-stopper on YouTube or Twitter.

So if your content strategy isn’t media-first, you’re not showing up where it matters most.

Meet our secondary partner for today’s edition: AdQuick. Check them out 👇👇

Modernize Out Of Home with AdQuick

AdQuick unlocks the benefits of Out Of Home (OOH) advertising in a way no one else has. Approaching the problem with eyes to performance, created for marketers and creatives with the engineering excellence you’ve come to expect for the internet.

You can learn more at www.AdQuick.com

Enter: The Most Powerful Format in Modern Marketing

The video podcast.

Before you roll your eyes and tell me, “We don’t have time for that,”
Let me show you why this is the single most efficient content investment you can make.

One Video Podcast = Content for Every Channel

Here’s how it breaks down:

Repurpose for Social

→ Cut one 30-minute episode into 10+ clips for LinkedIn, TikTok, Instagram, Shorts
→ Now you’ve got native content, every week, on every platform your buyers use

Repurpose for SEO

→ Transcribe the episode
→ Turn it into a keyword-rich blog post
→ Still serves your search intent and drives long-tail traffic

Repurpose for Audio

→ Upload to Spotify, Apple, Amazon, iHeart
→ Tap into free podcast distribution (plus long retention + loyalty)

Repurpose for YouTube

→ Full episode sits on the second biggest search engine in the world
→ Searchable. Evergreen. Discoverable.

This is channel stacking in real time.
And it’s the closest thing to content compounding that actually works.

Don’t Let “Too Hard” Be Your Excuse

A lot of people hear this and immediately shut down:

Here’s the reality:

• You don’t need a studio.

• You don’t need fancy editing.

• You just need a system.

You already have the magic wand.
It’s the video podcast.

Start with one.
Do it remotely.
Have a structure.
And build from there.

Because that one asset?
It becomes your entire content strategy — across every meaningful channel.

This Is How You Win Marketing in 2025

There are four real ways to grow:

1. Reach out

2. Get referrals

3. Pay for attention

4. Build a media engine

Only one of them scales with time, trust, and no incremental cost.

If you’re not building your own show, someone else in your category is.
And they’re showing up in your buyer’s feed before you ever get a chance.

Interesting Thing That I Wrote This Week

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.