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 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.
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.