LinkedIn Content & Social Selling for B2B businesses.

In the past 15 years, I’ve built and scaled multiple 7 figure businesses.

I’ve run GTM agencies, built SaaS products, and led teams driving real growth.  

But the biggest shift I’ve seen?  

B2B buyers don’t respond to cold outreach like they used to.

The best B2B companies are winning with content-first, relationship-driven growth.  
Because buyers want to trust the person behind the business before they buy.

- They see a founder sharing expertise on LinkedIn.  
- They engage with content that speaks directly to their challenges.  
- And when they’re ready, they reach out—because they already know who can solve their problem.

That’s how B2B buying works today.

But here’s the problem:  
Most founders either don’t have the time or don’t know how to consistently create content that drives leads.

So they outsource to ghostwriters who chase impressions instead of business outcomes.

That doesn’t work.

Positioning yourself as a thought leader requires more than posting daily.
It’s about building authority through a clear strategy, consistently showing up with expertise, and using social selling to turn engagement into conversations.

That’s why I launched Content Path with my co-founder Pierre.

We help B2B founders turn LinkedIn into a revenue engine—with a system that works:

- We build your content strategy.  
- We create high-quality visual content that cuts through the noise.
- We identify the ICP-fit people engaging with your posts.
- We help you turn those warm leads into business conversations.

This is how LinkedIn content drives revenue.

If you’re ready to own your audience, build trust, and generate leads—let’s talk.

DM me or visit www.contentpath.co.

Mikey H.

Vahe Arabian

SODP Media

SODP Media is an audience development agency specializing in digital growth strategies for industries such as publishing, edtech, fintech, OTT (over-the-top streaming), marketplaces, and tourism. As a sister brand of State of Digital Publishing (SODP), it is led by industry veterans in SEO, content strategy, digital dc, and martech consulting. 

SODP Media offers audience growth and data consolidation. Audience development solutions are the foundation of business success on the open web. It opens up greater monetization opportunities, allows businesses to effectively execute audience loyalty and engagement programs, and facilitates the implementation of sustainable business models.

Our main areas of focus include:
-  SEO
- Paid media (Search, Social, Video ads management and strategy)
- Newsletter growth
- First-party data-led content strategy
- Pubtech/Adtech Implementation
-The Publisher Growth Accelerator of new products and revenue

Founder

State of Digital Publishing

State of Digital Publishing is a market research publisher that produces a publication and community for digital media publishing professionals, content creators, and media owners in new media and publishing technology.

Our mission is to discover and foster sustainable digital media publishing models.

We create educational content, research, and publishing/ad tech reviews that help digital media publishers and editorial marketing professionals develop their skills, advance their careers, gain better insights, and achieve audience development results.

We serve our industry by providing a community and place of practice where professionals can learn, contribute and connect with one another.

As the founder, I oversee all site efforts, including editorial, product, events and audience development.

Vist http://www.stateofdigitalpublishing.com/. Together let's collaborate and grow!

Online Marketing Works

Online Marketing Works was the brand I operated for my SEO consultancy.

SEO Consultant

Online Marketing Gurus

Head of SEO Research & Strategy

SEO Manager

The Search Academy

Part Time SEO Consultant (Contract)

OMD Australia

The first team member SEO hire in one of Australia's largest media agency group.

SEO (Search Engine Optimisation) Analyst

Outrider Australia

My role is to provide recommendations to optimise client’s websites, whist assisting SEO consultants with daily tasks.	

Primary Responsibilities:

•	Preparing SEO documentation for client’s websites- Best practice wireframe reviews for SEO website design, website audits, competitive  analysis, external link analysis, meta data/ content optimisation, keyword research and Google places listing optimisation
•	Preparation of reports on client’s rankings / traffic etc using organic dashboards
•	Research new SEO tools, trends i.e. Google Panda algorithm update impact & implications.
•	Execute linking strategies for client websites – directory/article submissions, pr, pdf optimisation and syndication.

Secondary Responsibilities:

•	Assist in improving, developing SEO processes and procedures
•	Assist with Social Media observations reporting using Radian 6
•	Project task checklist review using Basecamp


Achievement:

I have created a “Google Webmaster Tools” website review document template used for client reporting. The purpose of this document is to identify technical accessibility issues impacting websites ability for maximum search engine indexation; using Google Webmaster Tools information. This report is now being used by all consultants when required.

Search Engine Optimisation (SEO) Executive

Ozzy Tyres

Ozzy Tyres was looking to improve their online marketing through SEO. I was approached to provide them a solution that would increase their traffic organically.

My role and deliverables for this project was:

- Benchmarking initial website traffic and SEO metrics.
- Visiting the client regularly to discuss deliverables and providing regular project updates via email or phone.
- Coordinating website migration from a custom CMS to a Wordpress CMS. 
- Communicating with multiple freelance web developers involved in the project to ensure that the website was built in a SEO friendly manner.
- Providing SEO best practice recommendations for Wordpress. This meant providing developers with the necessary SEO extensions and reviewing the website development process. A custom extension was also created for the gallery.
- Keyword research
- Initial meta data & content optimisation 
- Creating and optimising Google places listings for their multiple stores.
- Some SEO copywriting.
- Website & image sitemap XML creation and submission to Google, Bing and Yahoo Webmaster Tools.
- Robots.txt file creation.
- Initial training for using Wordpress for staff.

Results:
Migrating their website from a custom CMS to Wordpress paid dividends. Since April 2011, their traffic has grown threefold now receiving over 20K visitors per month. They have now expanded their business with an ecommerce site!

Check out this link for proof of their Google traffic - http://www.semrush.com/au/search.php?q=www.ozzytyres.com.au&db=au

Lessons:
Personally it was a project that I gained many positive lessons, despite the challenging situation and time sensitive deadline. I have learnt the importance of clear communication, setting realistic client expectations and more importantly patience. It was a pleasure to work on this project :)

SEO Consulting (Freelance)

Lead Creation

I began as a database intern at Abacus Recruitment Solutions (now Lead Creation), before being offered an SEO internship. Upon completing the SEO internship with Lead Creation, I then was offered a paid part-time position to further expand the SEO role. This involved the additional responsibility of managing two SEO interns, whilst establishing web analytics and SEO reporting standards for Lead Creation and its small business clients.

Role and Responsibilities

•	Preparing on- page SEO analysis and recommendation documentation- pre- website evaluation, search term reports.
•	Preparing off-page SEO  documentation- competitor analysis
•	Preparing  and analysing web analytics dashboard reports using Google Analytics data
•	Reporting clients Google keyword ranking results using the Sheer SEO tool
•	Off-site strategy – blogging strategy, directory submissions and revisions 
•	Industry research and documentation - Search engine optimisation, video optimisation, profile optimisation, social bookmarking, RSS syndication and local seo practices.
•	Training interns internal SEO processes whilst and delegating tasks. 
•	Database management and maintenance using  Microsoft Access
•	General Ad-hoc duties 
•	SEO Research for book material


Achievement: 

Released on Amazon- November 2009

I was mentioned for my contribution to the written and research material for the SEO section for Lead Creation’s 2nd Edition Book: “Small Business Internet Marketing: Ideas & Solutions for Advertising Small Businesses Online: The Sales Lead Generation Bible (Volume 2)- By Toby Marshall

Search Engine Optimisation (SEO) Marketing

Hive Empire

During my university semester break, I had completed a part-time, five week summer internship (3 days) with Hive Empire. This mainly involved assisting the CEO in executing online marketing tactics, for the purpose of driving traffic to the Savings Account Finder Website. 

Role and Responsibilities:

•	Keyword research/ keyword brainstorming for savings accounts and foreign exchange products
•	Basic website theming (IA) - Categorising the Savings Account Finder website pages according to the different types of available savings accounts i.e. savings account, business banking accounts
•	Merchandising landing pages -  Brief copywriting using call-to-action and  on- page promotion of specific savings account products
•	Writing and establishing a  project brief for building a flash calculator
•	Tracking tasks using Work in Progress (WIP) spreadsheet

Internet Marketing Intern (SEO)

Vahe Arabian is a digital media strategist with over 16 years of experience in digital publishing, SEO, and audience development. His mission is to help publishers build sustainable and scalable business models in an ever-evolving media landscape. Throughout his career, Vahe has worked across a broad spectrum of the publishing world; from hyperlocal news outlets and early-stage startups to acquisition targets and multinational, multi-title media companies.

Vahe began his career in the agency world, consistently serving as a foundational team member, establishing SEO functions, and leading strategies for clients across multiple verticals, including e-commerce, marketplaces, OTT, finance, and enterprise sectors, for over a decade. A turning point came when he witnessed the impact of Facebook’s algorithm shift, which abruptly cut traffic to publishers, prompting him to focus on building resilient, audience-led growth strategies for content businesses.

This specialisation led to the founding of State of Digital Publishing (SODP), a online publication and platform that covers trends, perspectives, and tech reviews for online publishing and media professionals; and SODP Media, which offers audience growth solutions (including SEO, paid media, email, and video), data consolidation, and publisher sales solutions.

While based in Australia, Vahe collaborates globally, hosting private publisher dinners, publishing benchmark reports, and speaking at events to share insights on SEO, AI, and sustainable growth models in the publishing industry. His focus remains on delivering practical solutions that improve visibility, workflow, and revenue for media organisations.

SODP Media is an audience development consultancy. Utilizing industry-specific best practices and our hands-on operative experience, we help businesses in the publishing, edtech, fintech, OTT, marketplace, and tourism industries implement sustainable growth strategies that help achieve short-term wins and long-terms success.

Our main areas of focus include:
-  SEO
- Audience development strategy
- Martech consulting
- Content strategy services
- Website migration and digital transformation.

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Mikey H.

Vahe Arabian

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