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 optimize your content strategy across the customer journey
Captivate your audience at every step, from awareness to decision-making, with strategic content that turns prospects into loyal customers.
The content supply chain is ‘a mess’: Can Adobe help fix it?
We talk to Adobe partners about some of the challenges created by genAI and its ability to scale content creation.
Why influencer marketing is critical in B2B
Get actionable tips for finding industry experts, ensuring value alignment and amplifying influencer content across channels.
Data-driven content: The key to connecting with healthcare consumers
This approach puts the healthcare consumer first, building loyalty through transparent, educational content that simplifies complex topics.
Transforming content marketing lifecycles with AI
Here’s how AI impacts content marketing by enhancing every stage of the lifecycle, from research and idea generation to creation, distribution and analysis.
How to create content for every stage of the customer journey
Craft compelling content that guides your audience from initial interest to confident purchase, enhancing connection and conversion.
How to find and nurture top-notch B2B writers for high-converting content
A strategic approach to building a team of savvy B2B writers with the ability to craft compelling content that resonates with your audience.
Marketing artificial intelligence (AI)
3 proven ways to use ChatGPT to beef up your content strategy
Scale content creation, outmaneuver competitors and intuitively map reader journeys using ChatGPT.
How Canva is approaching B2B customers with AI-powered tools
Canva rallies customers with a B2B push to get the word out about its Magic Studio suite of AI products.
Marketing artificial intelligence (AI)
Microsoft rolls out Copilot AI to more advertisers
Copilot allows marketers to instantly generate assets for campaigns, such as images, headlines, and descriptions.
The zero-sum game of social media: When going viral spells disaster
What used to be a promising domain for growth and creativity has degraded beyond repair.
How to build trust and loyalty in retail with reception marketing
Here's how retail brands can connect with consumers by delivering valuable content whenever and wherever they need it.
How influencers and content creators are reshaping brand strategies
Connecting with creators and influencers can boost brand visibility. Tap into this strategy to build trust and engagement with your audience.
How social listening can be a B2B content marketing goldmine
Tap into social conversations to make your B2B content strategy less risky and more relevant. Let your audience's own words guide your content creation.
Marketing artificial intelligence (AI)
How AI enhances multimedia content creation
From automated video editing to writing assistants, explore how AI is transforming multimedia content creation.
B2B content marketing: Driving success through strategic content creation
B2B content marketing has emerged as a powerful tool for businesses to engage, educate, and convert their target audience.
3 ways to engage B2B buyers pre-deal
Get on B2B buyers' radars earlier through relevant content experiences, customer stories and strategic event participation.
Marketing artificial intelligence (AI)
How to do an AI implementation for your marketing team
The CMO of Unanet explains what it took to implement AI with her team. The secret sauce: Education, experimentation and a clear AI policy.
How TD Bank connects customer experience with sound
TD Bank rolls out a new sonic identity aiming to communicate consistent brand values and messages at every touchpoint.
Why bottom-of-the-funnel SEO is the game-changer your B2B needs
BOFU SEO focuses on high-intent keywords to attract prospects ready to convert. Learn how to create content for ready-to-buy prospects.
Owned asset optimization: The key to connecting with financial consumers
Here's how financial brands can use reception marketing to build trust and equity by meeting consumers' needs with helpful, relevant content.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.
How in-store technology will bolster retail media networks
A new IAB report outlines opportunities that add to the in-store shopping experience and augment omnichannel RMN campaigns.
How to harness storytelling’s impact in B2B marketing
Learn how to craft narratives that engage, resonate and drive action, turning complex B2B concepts into relatable stories.
Milton Hwang: Spotlight on the expert
Milton Hwang discusses going from engineering to marketing, breaking ground with ecommerce at GE and his experience writing for MarTech.
Integrate launches new media solution
Pipeline360 will offer content syndication and digital advertising capabilities for B2B marketers.
How AI-powered features are revolutionizing marketing automation platforms
New artificial intelligence functions for MAPs can do everything from generating personalized content to optimizing campaigns.
Navigating the creator economy: Strategies for brands and marketing teams
Tap into the $100 billion creator economy through strategic influencer partnerships.
The 4 steps you must take before launching your product
By the time you mention your product to a prospect, you must prove you understand them and can help. Here's how to do that.
10 top marketing podcasts for 2024
Here are 10 marketing podcasts that will give you practical tips and the inside scoop on everything from AI to social to content and beyond.
How to create case studies that sway B2B decision-makers
Here's how to craft compelling B2B case studies that resonate with decision-makers, blending narrative and data for maximum impact.
Adobe and Figma abandon acquisition plan
Breaking news: the $20 billion acquisition is terminated because of regulatory roadblocks.
Digital asset management (DAM)
How to structure digital asset management governance
A look at best practices for DAM governance, which call for three main tiers of stakeholders to manage and mitigate risk during implementation.
Your guide to successful content creator partnerships
When outsourcing content creation, success depends on the strength of your partnerships. Here's how to make them work.
Digital asset management (DAM)
3 questions to ask about digital asset management processes
After asking these questions, communicate the new process to your team using process workshops and visualizations.
How to turn your brand into a performance publisher
Learn how a strategic blend of consumer data and content marketing can boost brand visibility and build authentic audience connections.
AR-powered gift cards for the holidays and beyond
Cardii is a start-up using AR and AI to reimagine gift cards for B2B and inhouse engagement.
The 2023 Content Marketing Report: See how AI is transforming the game
Get insights into AI, martech, and data-driven content marketing.
Marketing artificial intelligence (AI)
6 ways to use generative AI for your marketing
Learn capabilities, use cases and ethical considerations as you integrate generative AI into your marketing strategy.
Marketing artificial intelligence (AI)
Decode the future of AI and privacy with metadata mastery
In this webinar, learn the strategies for a privacy-centric future.