# 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](https://martech.org/staff/) of editors and research professionals, and subject matter experts from leading brands and agencies.

## Dig deeper into Content marketing:

## [How to make old content marketing new again](https://martech.org/how-to-make-old-content-marketing-new-again/)

## [Open the gate and let your content roam free](https://martech.org/open-the-gate-and-let-your-content-roam-free/)

## [Content marketing: What it is and why marketers should care](https://martech.org/content-marketing-what-it-is-and-why-marketers-should-care/)

## [Data-driven content: The key to connecting with healthcare consumers](https://martech.org/data-driven-content-the-key-to-connecting-with-healthcare-consumers/)

## [IAB Tech Lab tackles the growing AI bot problem](https://martech.org/iab-tech-lab-tackles-the-growing-ai-bot-problem/)

New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.

## [The AI marketing advantage hiding in your metadata](https://martech.org/the-ai-marketing-advantage-hiding-in-your-metadata/)

Companies that organize and structure metadata have a major edge in AI-powered search and personalization.

## [B2B buyers trust AI less than marketers think](https://martech.org/b2b-buyers-trust-ai-less-than-marketers-think/)

Gartner research shows buyers want AI speed, but they still turn to humans for confidence and validation.

## [How to make your content visible to AI buying agents](https://martech.org/how-to-make-your-content-visible-to-ai-buying-agents/)

As AI agents start shortlisting vendors, structured, machine-readable content will determine which brands even get considered.

## [The AI search shift changing B2B marketing metrics](https://martech.org/the-ai-search-shift-changing-b2b-marketing-metrics/)

Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.

## [You could already have the data AI needs to deliver value](https://martech.org/you-could-already-have-the-data-ai-needs-to-deliver-value/)

The challenge is no longer collecting information, but making organizational knowledge accessible when decisions happen.

## [How to build content your competitors cannot copy](https://martech.org/how-to-build-content-your-competitors-cannot-copy/)

Learn how to turn internal expertise into content that stands out in a sea of AI generated sameness.

## [How video helps you build better AI content with RAG](https://martech.org/how-video-helps-you-build-better-ai-content-with-rag/)

Use video interviews, transcripts, and retrieval-augmented generation workflows to create more original and differentiated content.

## [Martech 2026: AI drives a major industry reset](https://martech.org/martech-2026-ai-drives-a-major-industry-reset/)

Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.

## [The third parties shaping your brand in AI search](https://martech.org/the-third-party-sites-shaping-your-brand-in-ai-search/)

AI answers are shaped by sources beyond your site. Understand which platforms matter and how to ensure your brand shows up accurately.

## [LinkedIn’s AI is changing how content gets distributed](https://martech.org/linkedins-ai-is-changing-how-content-gets-distributed/)

LinkedIn’s latest AI changes are redefining how content gains reach, favoring expertise, consistency, and meaningful signals like saves.

## [If your AI content feels generic, this is why](https://martech.org/if-your-ai-content-feels-generic-this-is-why/)

AI needs clear inputs to produce consistent outputs. Here’s how to structure brand voice so it works across prompts, tools, and teams.

## [How to choose the right research partner and get better B2B results](https://martech.org/how-to-choose-the-right-research-partner-and-get-better-b2b-results/)

Not all partners deliver. Learn how to evaluate audience access, subject matter expertise, and distribution commitment before you commit.

## [Adobe and Canva releases push AI deeper into creative workflows](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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.

## [Agentic AI discovery requires machine-readable brands](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/how-to-keep-your-content-fresh-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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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.