Over the years, I’ve had countless conversations with CMOs of technology companies. Almost every one of them says some version of the same thing. “We have brilliant subject matter experts. We just can’t get them to write.” My response is usually the same. Maybe they shouldn’t. Because I don’t believe the best thought leadership starts […]

B2B marketers love talking about markets. Segments. Personas. Buying committees. Decision units. Procurement processes. And yes, all of those things matter. But sometimes I wonder if we’ve overcomplicated something fundamentally simple. At the end of every B2B technology purchase are people. People with ambitions. People with concerns. People trying to avoid making the wrong decision.

For the last couple of years, one debate has dominated marketing circles. Can AI write content as effectively as humans? If you listen to the hype, you’d think the answer is already settled. I’m not so sure. A recent Semrush study analyzed more than 42,000 blog posts across 20,000 keywords. One finding stood out to

Marketers have debated whether AI would replace human writers. I think we may have been debating the wrong issue. The bigger challenge isn’t whether AI can create content. It’s that AI has made content creation so easy that differentiation is becoming harder. A couple of recent studies caught my attention. Gartner recently found that 49%

One trend has become increasingly clear to me over the last couple of years. Thought leadership is no longer company-led. It’s becoming people-led. For years, B2B technology companies invested heavily in corporate blogs, white papers and campaigns designed to position the brand as the expert. But buyers don’t really connect with logos. They connect with

As the world’s largest data and AI companies continue to reshape industries, their marketing strategies have become just as innovative as their technologies. At the forefront of these strategies is content marketing, which not only drives awareness but also cements these companies as thought leaders in a competitive market. Below, we explore three trending content