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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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.
Measuring account progression makes the attribution conversation obsolete
Forget attribution — tracking how accounts progress through defined buying stages is a more powerful (and unifying) way to measure what’s driving revenue.
3 strategies for killing AI slop in your email copy
Speed isn’t the problem. Missing structure is. Better briefs, QA and human review help teams protect inbox performance.
Two content models emerging in the AI-driven web economy
Zero-click search and AI assistants are changing how value flows online, forcing new strategies for publishers and brands alike.
GEO isn’t a fad — but most GEO tactics won’t survive
Generative engine optimization is here to stay, even if today’s playbooks are not. Here’s how to balance AI optimization with human-first content.
Companies aren’t looking for storytellers. They’re looking for meaning.
Companies are struggling to make sense of what their stories mean, to whom and why it matters.
The real reason your best leads never make it into the CRM
Most of your best buying signals show up late in the sales cycle, but they’re invisible if the right contacts never make it into your CRM.
3 brand mistakes that AI will keep amplifying in 2026
Reactive crisis response, neglected executive narratives and reckless AI adoption continue to haunt brands as genAI recirculates past controversies.
B2B marketing on TikTok: What you need to know
TikTok is a vital tool for B2B marketers to connect with their customers. Updated with details on TikTok's new US-based ownership.
62% of B2B CMOs not ready to compete against AI-enabled companies: report
AI is breaking the old playbook for brand discovery, and most B2B CMOs admit they’re not ready for what comes next.
Marketing artificial intelligence (AI)
Why AI content strategies need to focus on tasks not transactions
Most people use AI assistants to think, not shop — and new data shows marketers may be optimizing for the wrong kind of query.
Rethinking marketing creativity in compliance-heavy industries
Regulated industries don’t have to limit creativity. Workflows, AI guardrails and compliant content frameworks can help you move faster with less risk.
Marketers see big gains from content strategy overhaul
A majority of marketers report stronger results from their content strategies this year — and it’s not just because of new tech.
How to write great copy for every channel
Compelling copy makes a world of difference in driving results from your marketing campaigns. Here’s how to craft copy for emails, social posts, web pages and more.
Marketing artificial intelligence (AI)
5 ways AI changed marketing strategy in just one year
New data reveals how AI is reshaping everything from buyer behavior to marketing operations—and why last year’s strategies won’t cut it anymore.
Why content-driven branding is the real fix for zero-click traffic loss
See how a clear brand voice and consistent content can strengthen your brand as customer journeys become less visible in analytics.
Why evergreen content expires faster in an AI search world — and what to do about it
LLMs reward actively maintained content. See which signals matter most and how to create a repeatable refresh workflow that protects visibility.