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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The brands winning with AI know when to use it — and when not to
In the rush to scale content, the smartest marketers are deciding where human creativity adds the most value. Strategy sets them apart.
5 ways AI is changing where and how influence happens in affiliate marketing
AI is shifting discovery upstream, changing where influence happens. Learn how to measure value and performance before the click.
Two-thirds of listeners say podcasts recommendations drive purchase decisions
Podcasts resonate deeply with listeners, impacting their spending, shaping their views and building trust with hosts, a study found.
How we built an AI ecosystem to amplify our event content
Free and low-cost AI applications helped us atomize and amplify our event content. They can help your team do it too.
Adobe brings AI deeper into content workflows
Too much content, too little time? Adobe is bringing AI and agents to help scale your content workflows.
Digital experience platform (DXP)
You can’t automate brand voice, but you can train AI to respect it
AI won’t stay on brand unless you teach it how. Use DXPs and custom assistants to scale consistent, credible content without losing brand identity.
How to turn internal docs into content that converts
Unlock the insights hidden in sales decks, onboarding guides and support docs to create content that earns buyers’ attention and drives results.
AI search is collapsing the B2B buyer journey
AI-powered search rewards credibility and depth. For B2B marketers, authority — not traffic — defines growth in the age of AI.
Marketing artificial intelligence (AI)
How digital visibility drives — or destroys — brand trust
Your visibility in AI search now drives brand trust more than your own website. Here’s how to monitor, optimize and protect your narrative.
Why it’s time to rethink your B2B thought leadership strategy — especially around events
Hidden buyers trust thought leadership more than marketing. Ann Handley and Katie Robbert show how authentic voices and live events turn ideas into influence.
Content and brand tips for the AI era
Drew Brucker, head of brand and content at Goldcast, talks about how content, brand and webinars evolve in an AI world.
AI search is shifting traffic from volume to value
AI search is reshaping how audiences find brands, driving fewer but higher-value visits that demand authenticity and reward originality over volume.
9 mistakes that ruin your content plan and how to fix them
A solid content plan drives results — but only if you sidestep the pitfalls. See how to keep your strategy focused, relevant and effective.
Your content strategy just died. Here’s what comes next.
If you don't have a parallel, machine-readable version of your content, AI will misrepresent your brand, and competitors will write your story.
Marketing artificial intelligence (AI)
My AI marketing team has a professor, a writer and a slick salesperson. Yours can, too.
Use the strengths of ChatGPT, Claude and Gemini to create personas that can enhance strategy, unlock creativity and streamline execution.
Marketing artificial intelligence (AI)
Marketers turn to AI for speed, while consumers turn away in distrust
Marketers are leaning on AI to meet rising demands, but while productivity climbs, consumer trust is sinking — and that gap could be marketing’s biggest risk.
How to scale content without losing your brand voice
Search engines and LLMs reward clarity and distinctiveness, not raw volume. See how the right structures let you publish more without weakening trust.
What are marketers saying about HubSpot’s Loop Marketing playbook?
Loop Marketing reimagines content strategy for the AI age. How you feel about it depends on how you think about marketing.
HubSpot debuts a new AI playbook at Inbound as content marketing falters
Content traffic is down. Old funnels are fading. HubSpot hopes Loop Marketing is an AI-first strategy to win attention and conversions.
Generative AI is rewriting your brand story — make sure it gets it right
Generative AI is reshaping search and brand perception. Learn how to protect and control your story across AI platforms.
Marketing artificial intelligence (AI)
Top ways to use Zapier MCP server and LLMs to boost marketing performance
Zapier’s MCP server connects LLMs to thousands of apps, making marketing automation smarter and more efficient.
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about Google’s enhanced DMARC reports.
Marketers are drowning in tools and content, and only orchestration can pull them out
Cut through AI-driven chaos with orchestration that unifies workflows and channels, strengthens brand trust and delivers real results.
How to optimize your website for AI-powered search
Learn how AI search is reducing organic traffic and the steps you can take to ensure your website still attracts and converts.
A short guide to the long game of brand building
Brand building is a multi-year investment in visibility, trust and reputation. And it's more about hustle than ad dollars.
A 3-step copywriting formula that makes buyers take action
Conversions drop when your B2B copy ignores what buyers actually care about. Here’s how to lead with benefits, use cases and proof.
Why AI-powered relevance is replacing personalization in B2B marketing
Stop chasing names and start targeting buyers ready to buy. AI-powered relevance tools let teams focus content, align with sales and close deals faster.
Winning genAI search requires structured, persona-driven content strategies
With Perplexity and OpenAI’s emerging AI browsers promising deeper personalization, brands must rethink visibility to stay ahead.
How to turn SEO wins into GEO dominance
If you’ve already invested in SEO, you’re on track for GEO. See how to surface your content in AI search results.
How a website redesign drove 120+ leads and 1,400% more traffic for a B2B manufacturer
See how strategic content, branding and lead tracking upgrades turned a stagnant website into a growth engine for a contract manufacturer.
Is it time for retail media networks to think beyond the ads?
RMNs must go from ad platforms to content engines that build trust through authentic storytelling with creator partnerships and personalized content.
How to craft a strong brand story with strategic copywriting
Bring your brand story to life — not with fluff, but with audience insights, clear messaging and language that converts.
AI tools are rewriting the B2B buying process in real time
AI-driven buyers aren’t browsing your gated content — they’re already making decisions. Chris Penn discusses how this shift is leaving sales teams in the dark.
Creative misalignment is the silent killer of marketing ROI
Martech alone can’t drive results — without aligned and efficient creative operations, even the most advanced stack will fall short.
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.
When AI summarizes health data, small errors become big risks
A credible health stat didn’t hold up. This real-world example reveals how AI search can mislead and how healthcare brands can respond.
Why visibility is now the most important marketing metric
Here's how AI determines which content gets seen — and why visibility now drives brand performance.
How to use AI to turn one event into a month of content
AI lets you personalize outreach, repurpose video and treat event content like a business asset — not an afterthought.
When and how to segment your product messaging
The more specific the message, the better it will connect with the audience.
How brands can turn compliance into a competitive advantage
Ethical marketing isn’t a limitation — it’s the secret to creating bold, memorable campaigns that customers trust.