Content marketing
MarTech is your source for content marketing. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Does your team struggle to evaluate creative ideas? You’re not alone
Research found marketers and agencies lack pride in their work and don’t feel the quality is improving. What’s going on here?
How the event-first approach to marketing can maximize research ROI
Having your partners and community shape the research will give you content people want and a built-in audience interested in your events.
Marketing artificial intelligence (AI)
State of the Stack 2025: Homegrown martech surges as AI accelerates development
Spurred by AI, marketers are using more tools than ever, and they're making an increasing number of them, according to The MarTech State of the Stack report.
Marketing artificial intelligence (AI)
Why ignoring consumers’ AI concerns is a costly mistake
There's a significant gap between how marketers and consumers feel about AI. Here's what to do about it.
B2B marketing on TikTok: What you need to know
Users continue to flock to TikTok, so far unconcerned about the platform's availability in the U.S. Updated with details about the huge drop in CPM.
Marketing artificial intelligence (AI)
How are marketers using ChatGPT’s Operator function?
ChatGPT's Operator does a lot of the things marketers do with ChatGPT. It just does them better.
How to influence Google’s AI Overviews
Don’t leave your brand’s narrative to chance. See how to influence Google’s AI-generated search results.
AI can find your ideal customers, but only humans can build real relationships
Old-school tactics like corporate gifts, swag and snail mail are brand new and effective people who grew up online.
Are attention spans really getting shorter? How should marketers respond?
The larger issue is today's audiences are more selective about the content they engage with.
The 3 pillars of real thought leadership
Real thought leaders don’t chase engagement — they create value. Here’s how to create content that actually matters.
How digital natives changed the game on legacy media
TikTok, YouTube and Substack have rewritten the rules of media, leaving legacy outlets scrambling to survive.
Marketing artificial intelligence (AI)
How to get the AI training you need to succeed
Most businesses aren't training marketers about AI. Here's what you need to know and where you can get it -- for free!
Why it’s harder to build an audience than ever before
Search engines that simply answer your question. Sites driven by algorithms that don't want people to leave. Building an audience ain't what it used to be.
Smarter attribution strategies to help B2B marketers prove campaign value
A new LinkedIn report highlights ways marketers can improve their tracking and optimization of results.
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about how iOS 18.2 handles email.
Marketing artificial intelligence (AI)
GenAI is telling your brand’s story — with or without you
Take control of your narrative, optimize content for AI search and turn genAI into an ally, rather than a threat.
Marketing artificial intelligence (AI)
What is DeepSeek? A boon for marketers and a threat to Big Tech
The powerful open-source AI from China is less expensive than ChatGPT and Gemini and just as good. Expect better and cheaper marketing tools soon.
HubSpot’s SEO collapse: What went wrong and why?
Organic traffic has dropped big time for HubSpot, considered by many to be the gold standard of B2B vendor blogs.
Content atomization: Maximize ROI by repurposing your best ideas
Expand your reach and efficiency by transforming core content into multiple assets tailored for various platforms — an in-depth guide.
Marketing artificial intelligence (AI)
Story-driven marketing campaigns: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Story-driven approaches to multichannel campaigns.
3 must-follow marketing copy rules to win your prospects’ trust
Write compelling marketing copy that builds credibility, sets you apart from competitors and drives customer decisions.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: January 16
GenAI companies have a problem: It costs more the more people use it. And OpenAI CEO Sam Altman says, "People use it much more than we expected."
How to maximize event ROI using smart budgeting
Understanding user conferences' true costs and revenue potential is the key to building a business case for events as a cornerstone of content strategy.
Marketing artificial intelligence (AI)
Guardrails and governance: How to protect your brand while using AI
How can marketing maximize AI’s potential while maintaining brand integrity, consistency and ethical standards?
Marketing artificial intelligence (AI)
AI transformation: 2025 predictions
Experts predict that AI will spur transformation around data, content optimization, decisioning and hiring chief AI officers in the year ahead.
Customer experience and brand: 2025 predictions
Here’s how organizations will shift focus in the coming year to deliver more purposeful engagements that grow awareness, trust and revenue.
5 content killers that ruin results — and how to fix them
Struggling with underperforming content? Avoid these common pitfalls and deliver value to your audience to boost engagement and results.
The science behind high-performing calls to action
Craft CTAs using psychology and design principles to drive engagement, increase conversions and build trust with your audience.
Content management systems (CMS)
Judge blocks WordPress from blocking WP Engine
Latest in the WordPress v. WP Engine battle: California judge issues an injunction against WordPress.
Marketing artificial intelligence (AI)
Adobe Express partners with Box
Box enterprise users can edit images, and soon videos, collaboratively using genAI tools through an Adobe Express integration.
Improving video to boost sales: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Tips and tools for using video to boost sales.
Marketing artificial intelligence (AI)
A co-pilot approach to genAI (with prompt examples)
Train genAI to amplify creativity, maintain brand voice and streamline marketing workflows.
Why personality data is key to scalable B2B marketing
Crack the code of scalable personalization with the 65/75 rule, where personality-driven strategies meet marketing success.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
How managed WordPress hosting can level up your SEO
Search engines like websites that are fast, secure and reliable.
What makes content go viral, backed by research
Want to create viral, newsworthy content? Learn how emotions plus strategic timing can make your content resonate on social media.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: October 31
Do customers trust AI? 60% said yes in one survey, but 52% are worried about it in another survey. Do they trust companies with AI? Not much.
Get more out of your webinars and virtual events with 24/7 engagement
Learn how you can seamlessly integrate lead nurturing, personalized follow-ups, and social media to create a successful and scaleable on-demand strategy.
Beyond the funnel: A new approach to content marketing
B2B brands focus too much on the customer journey and not enough on how to be top-of-mind before that journey even begins.
How content is critical to a winning ecommerce strategy
Get winning strategies for product discovery, driving traffic, and personalization