Content Marketing

How to Turn Your Internal Experts Into Search Entities

Marketers have a new buzzword to either salivate or lose sleep over: entities. Not KPIs, not personas—entities. We know it sounds vaguely like the plot of a sci-fi film about sentient databases. But entities are real, and if AI models don’t recognize you (or your brand) as one, you may as well not exist to… 

November 5, 2025 · Stephanie Walden

Are We Still Marketing to Humans?

You Google a question your buyer asks all the time. Instead of ten blue links, you get an AI Overview with a tidy paragraph and a few citations. You try the same query in ChatGPT or Perplexity and watch another neat summary appear. If your brand is lucky enough to be mentioned, it’s usually one… 

October 23, 2025 · Ajith Babu

The B2B Brand’s Guide to Short-Form Video in 2025

Short-form video has taken over the world. Okay, so maybe that’s an overstatement. But if you’re a human who scrolls or swipes on the semi-regular, you’ve surely noticed the TikTokification of just about everything. And as a B2B brand, you can’t ignore this shift in how people consume and share ideas. Scroll through any feed… 

October 8, 2025 · Ajith Babu

Social Listening as Your Brand’s Secret Performance Tool

The half-life of online culture is shrinking, and marketing teams stuck on quarterly calendars are struggling to keep up. Case in point: A random audio clip on TikTok goes from niche ditty to global meme in two days flat. The brand that shows up two weeks later with the snippet in the soundtrack of a… 

September 25, 2025 · Stephanie Walden

‘Destination Content’ Is a Lifeboat In the Google Zero Era

Remember when the “I’m Feeling Lucky” button was Google’s biggest gamble? Now, it’s their entire business model, and your traffic is the casino’s take. Your best-performing article still ranks #1, but traffic’s down 30%. Search your primary keyword and there it is: a Google AI Overview perfectly summarizing your content. No click required. Welcome to… 

September 5, 2025 · Uba Alintah

Reddit’s Resurgence: How the Internet’s Toughest Crowd Became AI’s Favorite Source

It usually starts the same way: A well-meaning marketing manager thinks they’ve found the perfect audience for their new product launch on Reddit. Brimming with hubris and optimism, they publish a post that’s equal parts jargon and manufactured hype. Five minutes later, the post is buried in downvotes and snark. It’s a cautionary tale replayed… 

August 25, 2025 · Stephanie Walden

Strategy, Experience, Design: The Roles Redefining Content in 2025

When I first started working in content marketing 15 years ago, the scope of what that work entailed was relatively narrow: blog posts, website copy, email newsletters, and the occasional e-book or oddball infographic. With the TikTok-ification of the internet, short-form video became a table-stakes part of the mix. Most of these assets lived squarely… 

August 18, 2025 · Stephanie Walden

The Most Effective Ways to Tie Content to Revenue in 2025

There’s nothing quite like being asked to “prove content ROI” when you’re smack in the middle of presenting next quarter’s campaign roadmap. You scramble to explain how that blog series probably helped a few deals move forward. You gesture vaguely at that product explainer video that likely nudged some prospects along. You say “engagement” a… 

August 7, 2025 · Ajith Babu

Are Human Bylines Content Marketing’s New Trust Currency?

You’re researching enterprise security solutions and stumble upon two articles. One’s bylined by “AcmeCorp Marketing Team.” The other’s authored by a CISO at a Fortune 500 company with 25 years of cybersecurity experience. Which one gets your click? If you’re like many B2B buyers in 2025, it’s not even a close competition: The human byline… 

July 26, 2025 · Uba Alintah