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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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.
A 90-day plan to build AI-citable authority
This framework uses original data, tools and cross-channel content to drive AI citations and high-intent leads.
How B2B marketers can prepare for AI agents that do the buying
As AI agents take a larger role in B2B purchase research, optimizing your content and data for machine-readability could become a competitive differentiator.
Why your outreach fails before prospects even read it
Messaging success depends on how buyers process what they read. Learn how readability, tone, cognitive load and channel influence response.
Why organic search is becoming a brand trust channel
Search is shifting from traffic acquisition to brand trust. Learn why narrative control, authority and omnipresence now define SEO success.
Revive old content to win in AI search
AEO traction may be hiding in your archive — here’s how to reformat evergreen content so AI models can quote, lift and surface it.
Why original thinking is your competitive advantage in the AI era
AI rewards original insight, proprietary data and firsthand experience over length and polish. Here’s how content strategy must evolve.
How to make your content stand out in the age of AI
AI made publishing easier, but differentiation is harder. See how clarity, intent alignment and small SEO changes drive real gains.
Content marketing jobs are splitting in two
A Semrush study of 8,000 job listings shows content roles polarizing between hands on creators and senior growth owners.
The GTM spending problem no one wants to admit
New data shows more than half of enterprise GTM spend is ineffective while PR quietly delivers the highest return.
How affiliate marketing powers AI search and creator commerce
Affiliate marketing enables AI visibility, creator monetization and privacy-resilient attribution as brands adapt to new discovery and commerce behaviors.
The new buyer decision cycle happens across SEO and GEO
Still fighting for clicks in a zero-click world? We see you. Here's how to unify SEO and GEO to ensure your expertise is what your buyers hear.
How to humanize an AI-generated content calendar for 2026
AI can’t reflect your brand on its own. Here are five ways to humanize AI-assisted content planning.
How CMOs should think about discovery in an AI-first world
As buyers rely on AI summaries, marketing needs new visibility models, KPIs and ownership over the next 18 months.
How to write promotional emails that actually convert
Most webinar emails fail because they’re vague, overloaded or forgettable. The right copy frameworks and clear CTAs can turn invites into registrations.
Marketing learned how to grab attention, but forgot what to do with it
In a market flooded with noise, novelty and big promises, the real competitive advantage is earning trust that holds up once the spotlight fades.