We’re ending the week with a couple of pieces worthy of sharing with your content team. 

First, new MarTech contributor Danielle Messler shares the secrets of SEO on YouTube, which is different from Google search SEO in a number of ways, despite their shared corporate parent.

Then, contributor Stephanie Trovato writes about taking your content strategy from chaos to consistency with some content operations playbooks.

Finally, there’s now personal risk tied to decisions like choosing GTM tool vendors. Mark Stouse explains what marketing and revenue leaders need to know.

Mike Pastore
Editorial Director

Video marketing

Why YouTube SEO requires a different strategy than blogs

Low clicks and watch time don’t always mean bad content. Often, it’s a sign your strategy doesn’t match how YouTube works.

B2B marketing

Your go-to-market vendor decisions are now a personal legal risk

Delaware courts expanded fiduciary duty to all officers — making marketing vendor decisions a matter of legal compliance.

Marketing technology

Transform your content creation from chaos to consistent brilliance

Build a scalable content ops system with playbooks, workflows, templates and feedback loops that drive consistency, quality and team efficiency.

Optimization

26 A/B testing ideas

These 26 A/B test ideas help marketers improve what happens after the click—from landing pages to CTAs and conversion flows.

Marketing artificial intelligence (AI)

The latest AI-powered martech news and releases

'The digital afterlife industry' wants to monetize the dead by having your late Aunt Irma ask you for consumer data.

Marketing operations (MOps)

Why AI spending isn’t boosting marketing

A disconnect between leadership and marketing teams means AI investments aren't going to solve critical operational bottlenecks.

Marketing artificial intelligence (AI)

Think you’re good at AI? So does everyone else

This year’s State of AI report reveals that marketers still believe they’re ahead of the curve—whether they are or not.

Search marketing

11 ways to optimize for Google AI Mode without getting lost in the weeds

Search is increasingly shaped by AI systems that operate beyond traditional SEO. That makes brand strength — not just keyword rankings — the new priority.

Online Event

Data and AI are rewriting the rules of marketing… are you ready to lead?

Attend MarTech, online September 17, to learn how to modernize your stack and leverage the combined forces of AI and data to enable smarter, more compliant customer experiences.

Meet the new MarTech

What else we're reading

• This AI search thing might actually have some legs.
• Are you good at execution, but struggle to push your ideas?
• How to get fired as a B2B CMO: A foolproof guide
• Is an affiliate model the future of LLMs?
• The ChatGPT you’re paying for is using Google to search…
• … which may be why marketers are asking if ChatGPT sucks

MarTech research

• Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

• Enterprise Digital Asset Management Platforms
• Generative AI for Content Creation
• B2B Data Enrichment and Hygiene
• Email Marketing Platforms
• Identity Resolution Platforms 
• Marketing Work Management Platforms 
• Marketing Automation Platforms 
• Customer Data Platforms.
• Call Analytics and Conversational Intelligence

What they're saying

• “Build your GTM vendor portfolio around legally accountable partners who stake their professional liability on your success. Traditional consulting relationships without fiduciary commitment have become unacceptable career risks.” – Mark Stouse in Your go-to-market vendor decisions are now a personal legal risk
• “YouTube’s algorithm gives more weight to how long viewers stick around than a video’s keywords, tags or perfect title. If your video loses most viewers in the first 15–30 seconds, it’s unlikely to be recommended further, even if the content is valuable later on.” – Danielle Messler in Why YouTube SEO requires a different strategy than blogs

From Search Engine Land

• Google AI, ChatGPT rarely agree on brand recommendations: Data
• The latest jobs in search marketing
• ChatGPT, AI tools gain traction as Google Search slips: Survey
• How to get your service area business verified on Google
• SEO personas for AI search: How to go beyond static profiles