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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How to create B2B content that buyers keep using
As AI makes content easier to create, the opportunity is to build resources that help buyers make decisions, solve problems, and take action.
Rapid AI changes mean GEO is a weekly job now
AI answers keep changing, so PR, SEO, and content need a shared view of what buyers ask, which sources get cited, and what moves each week.
How to keep a crisis from defining your brand online
A reputation crisis can shape how your brand appears in search and AI for years. Learn how to contain the damage and build digital resilience.
Build content briefs around people, not keywords
Better content briefs start with the situations that drive people to search, then use keywords to support the journey, not define it.
How to build an AI content system that works
Build a reliable AI content system in Claude Code with the right context, specialized agents, and human review.
Why LinkedIn doesn’t really care about AI slop
The problem is AI is perfect for producing the polished, predictable business speak the platform rewards.
How AI, publishers, and social media are rewriting product discovery
Product discovery now spans AI, social, publishers, creators and communities. Here’s how brands can influence purchase decisions.
Marketing artificial intelligence (AI)
5 AI blind spots that cost you conversions
Every marketer can generate competent copy. Few understand what actually changes behavior.
How agencies are evolving to overcome AI
Routine content creation is becoming less valuable. New research shows agencies are responding by selling expertise instead of production.
Optimizing your B2B brand for autonomous AI shoppers
When B2B buyers delegate product research to AI agents, traditional SEO rules break down. Here is how to ensure your brand gets cited.
AI speeds marketing production, but measurement lags
AI is accelerating marketing production, but most teams still measure clicks instead of business outcomes, limiting their ability to prove AI's impact.
4 questions to ask before adding AI to an event workflow
MAICON's approach to AI offers a practical framework for deciding which tasks to automate and which should remain human.
Podcast measurement standards expand for the video era
Updated IAB podcast measurement guidelines improve consistency across audio and video podcasts as AI and streaming reshape the market.
Before you refresh that page, run this test
Not every traffic drop is a content problem. Learn how to separate ranking losses, AI click theft, shifting intent, and declining demand.
FREE! The email subject line rules that don’t hold up!
New research based on 4.6 billion emails challenges some of marketing's oldest subject line advice and offers a framework for testing what works.
Why AI is making DAM more important than ever
Rules-based automation is reaching its limits, making DAM a critical source of context for AI-powered content workflows.
How to sustain creative testing without adding headcount
Build a repeatable system for creative experimentation using pre-vetted freelancers, modular briefs, and automated workflows.
What customers tell friends that marketers miss
The strongest marketing messages address the frustrations and motivations customers rarely share directly. Here's how AI can help uncover them.
IAB Tech Lab tackles the growing AI bot problem
New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.
The AI marketing advantage hiding in your metadata
Companies that organize and structure metadata have a major edge in AI-powered search and personalization.
B2B buyers trust AI less than marketers think
Gartner research shows buyers want AI speed, but they still turn to humans for confidence and validation.
How to make your content visible to AI buying agents
As AI agents start shortlisting vendors, structured, machine-readable content will determine which brands even get considered.
The AI search shift changing B2B marketing metrics
Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.
Marketing artificial intelligence (AI)
You could already have the data AI needs to deliver value
The challenge is no longer collecting information, but making organizational knowledge accessible when decisions happen.
How to build content your competitors cannot copy
Learn how to turn internal expertise into content that stands out in a sea of AI generated sameness.
How video helps you build better AI content with RAG
Use video interviews, transcripts, and retrieval-augmented generation workflows to create more original and differentiated content.
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
The third parties shaping your brand in AI search
AI answers are shaped by sources beyond your site. Understand which platforms matter and how to ensure your brand shows up accurately.
LinkedIn’s AI is changing how content gets distributed
LinkedIn’s latest AI changes are redefining how content gains reach, favoring expertise, consistency, and meaningful signals like saves.
If your AI content feels generic, this is why
AI needs clear inputs to produce consistent outputs. Here’s how to structure brand voice so it works across prompts, tools, and teams.
How to choose the right research partner and get better B2B results
Not all partners deliver. Learn how to evaluate audience access, subject matter expertise, and distribution commitment before you commit.
Marketing artificial intelligence (AI)
Adobe and Canva releases push AI deeper into creative workflows
Adobe and Canva are rolling out AI tools that turn design into conversation, intensifying competition and reshaping how marketers create.
Why your AI content feels inconsistent and how to fix it
Build a prompt system that keeps AI content on-brand. Learn how to use guardrails, references and structure to drive consistent, usable output.
What happens when sales drives your content
Sales input is valuable, but without a clear strategy, content becomes fragmented and hard to scale. Learn a better approach.
Most messaging problems start with the wrong audience
Manage your message and turn chaos into clarity by identifying your primary audience and aligning your content, UX and calls to action.
AI content can rank, but quality still decides winners
Semrush’s study shows AI content is already competing in search, but performance still comes down to execution, not the tool.
Marketing artificial intelligence (AI)
Agentic AI discovery requires machine-readable brands
Drive better visibility and outcomes in AI search by making your brand easier for machines to interpret, connect and act on.
The hidden costs of chaotic content workflows
Rework, bad briefs and fire drills drain content teams. Fix your workflows with simple systems that improve alignment and output.
Why confidence, not performance, is shaping media spend
Marketing budgets are increasingly driven by what teams can defend, not just what performs, concentrating spend in a small set of trusted channels.
5 LinkedIn ad tactics for B2B marketers
Five LinkedIn ad tactics — from video to Thought Leader Ads — that helped improve B2B campaign performance in 2025 and are worth testing in 2026.