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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3 ways to rethink content’s role in your B2B GTM strategy
Ride the AI wave to improve your content marketing strategy. Show your execs and team how to create real value and meaningful experiences.
Marketing artificial intelligence (AI)
ChatGPT: A marketer’s guide
Knowing ChatGPT's strengths and weaknesses can help you decide where and how to use the tool for marketing campaigns.
Optimization and personalization
Only 25% of marketers report having all the data needed for personalization
Only 19% of those surveyed felt strongly that they had the right technology to execute on personalization efforts.
Digital experience platforms buyer’s guide
Does your marketing team need a digital experience platform (DXP)?
While the allure of these exciting content management platforms is strong, start by assessing business needs, staff capabilities, management support and financial resources before jumping in.
Digital experience platform (DXP)
What is a digital experience platform or DXP and is it the future of content management?
DXPs help marketers to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before.
Does ChatGPT pose an existential threat to marketers?
Great marketing takes intelligence that AI does not yet have and still makes us humans a necessary part of the formula for breakthrough work.
Marketing artificial intelligence (AI)
AI-generated content is detectable, new study claims
ChatGPT-like content might not be able to keep its origins a secret.
Marketing artificial intelligence (AI)
ChatGPT set to shake up search
Microsoft Bing is working with ChatGPT itself while Google is set to launch its own tool, Bard.
Marketing artificial intelligence (AI)
When I asked ChatGPT to write an article about ChatGPT
ChatGPT isn't yet a tool that can run without close supervision. But it's something marketers are paying attention to.
2023 Predictions: Experience, ecommerce and transformation
Will automated chatbots be a force in marketing next year? There's a better chance that headless commerce will be the story for 2023.
How Penske Media uses a CDP to help advertisers reach digital users
Unifying first-party data in the CDP helps authenticate users and quickly improve their experiences.
17 AI-powered writing tools and how to make best use of them
We looked at the 17 most popular AI-powered writing tools. Here's what you need to know about using them to create content.
Only 28% of B2B content marketers report having the technology they need
Nearly half say their biggest challenge is integrating/correlating data across multiple platforms. Few expect tech spend to increase.
6 data collection tactics for marketing in the cookieless future
When customers are more involved in the process, your marketing automation program will benefit from better data.
Webinar: Deliver consistent customer experiences and deeper engagement
Learn how to manage multiple websites to give your customers the best experiences.
B2B marketing budgets stalled out in 2022
57% say their budget was the same as or less than 2021. One in five reported being hit with mid-year marketing budget cuts.
How to prepare teams for customer journey orchestration
Here are all the teams who will be involved in implementing the CJO platform and what you need to do to prepare them.
Cirque du Soleil spotlights its digital strategy
The world's largest contemporary circus deploys a composable martech stack with key components from Sitecore.
Adobe reports growing opportunities for “non-professional” content creators
The "side hustle" content creator economy is thriving, with earnings growing and influencers highly valued.
Webinar: 5 ways to improve content strategy in 2023
Tune in for valuable tips on how you can revamp your own content programs.
B2B marketing confidence survives budget pressures
Content and digital marketing are top strategies for B2B teams despite flat or cut budgets.
What’s hot in the metaverse for consumers
Music and travel lead the way for why users are attracted to metaverse virtual experiences.
Adobe’s Figma acquisition doubles down on collaboration
Adobe is acknowledging the collaboration-led nature of today's work environment with acquisitions like Figma and Workfront.
Content marketing: What it is and why marketers should care
Content marketing creates better customer experiences. Here's why it matters, along with tips and tools to help you drive results.
Redefine success: Getting started with Google Analytics 4
GA4 isn’t about page views — it’s about different types of trackable events which provide actionable data.
Marketing artificial intelligence (AI)
Artificial intelligence is getting even smarter
AI for marketing is getting better at content creation. But caution is needed.
Why B2B buyers now hate traditional B2B selling
Most salespeople say their organizations aren't ready for online selling.
Marketing artificial intelligence (AI)
Can you use AI-generated content without hurting your page rankings?
Quality is improving but there's a big problem with AI inventing facts.
Google favors helpful content over search engine-first in new update
A major algorithm update from Google will target content designed to rank well for search rather than help or inform readers.
3 content challenges and how marketers can overcome them
Increasing content demands are increasing problems.
Open the gate and let your content roam free
Only 3% of visitors will fill out a form to get content.
How to tailor ABM to your specific needs
Different products and markets need different ABM approaches.
How to tell a story with data and elevate your client reporting
Stories sell — whether you're explaining a product or a data set. Learning how to tell a story with data is an important skill for proving your agency's value.
NFTs are taking off on Instagram
Non-fungible tokens are finding their place on the social media network. But are marketers taking advantage?
A winding path to marketing and analytics
Tom Snyder, content marketing manager at Hot Dog Marketing, talks about the challenges with finding valuable, actionable information.
Contentstack debuts no-code Automation Hub
The hub is intended to help marketing and IT partners launch new digital experiences created with modular content.
Hootsuite joins TikTok’s Marketing Partner Program
Brands will be able to execute, optimize TikTok content at scale.
Digital asset management (DAM)
6 strategies for using a DAM to manage modular content
Reusable blocks stored in a centralized DAM can scale and optimize your content creation.
What are your secrets to overcoming marketing challenges? Take our survey
Help us to better understand how marketers are responding to all of this change.
Casted adds firmographic data to its B2B video and podcast platform
Casted Insights aims to provide a holistic view of audiences rather than vanity metrics on content consumption.