Plus, LinkedIn: The marketer's guide
| One striking comment in Moni Oloyedeâs article about creating content that converts is that content needs to satisfy your audience, not your business goals. Only then does it stand a chance of helping you advance toward those goals. That implies a need to understand your audienceâs desires. Is that so easy? If youâre pitching complex software, for example, your target audience might appreciate some technical detail even if it canât be delivered as a snackable 300-word blog post. And there are personal quirks too. Iâm more likely to read a long piece on a subject that interests me (I just download it to an app like Pocket and save it for later) than a bunch of bullet points. But not everyone is like me. Is the content good? Maybe thatâs not the question. Maybe the question is âIs the content good for the people I need to reach?â Kim Davis
Editor at Large | | |
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| Marketing artificial intelligence (AI) | | | Hereâs how marketing teams use generative AI to boost productivity with strategic briefs, persona feedback and data-driven visuals. | | |
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| Content marketing | | | Content that drives conversion: frictionless offers, bite-sized asks and valuable tradeoffs. | | |
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| The MarTech.org podcast | | | Jessica Shapiro, CMO of LiveRamp, shares her thoughts on why marketing should lead the response in times of crisis. | | |
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| Digital advertising | | | Stay ahead of the political ad wave with AI-Powered Precision | | |
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| Artificial intelligence | | | Learn how to harness AI to supercharge your Account-Based Marketing campaigns. | | |
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| B2B marketing | | | LinkedIn is a behemoth in B2B marketing. Here's our guide to the site's tools, marketing strategies and best practices. | | |
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| Marketing technology | | | On the hunt for something new? Check out who's hiring in martech this week. | | |
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| MarTech buyer's guide | | | Discover the latest trends shaping the $3.4 billion email marketing industry and explore cutting-edge AI and ML capabilities revolutionizing email personalization. | | |
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| Ecommerce | | | Adobe expects an 8.4% increase over last yearâs online spending, nearly twice the increase seen last year. | | |
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| On-demand training | | | Stream over 20 hours of world-class training designed to help you drive better marketing outcomes: Sign up for free access to the complete fall season of MarTech. Training topics include the iOS 18 email inbox impact, generative AI, data-driven journeys, GOogleâs third-party cookies decision, CTV, lead gen vs. demand gen, and more. Start streaming for free | | |
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MarTech research | | Surveys and research reports to make you a more-informed marketer | | The 2024 MarTech Replacement survey tracks the replacement of applications in the martech stack yearly. Download the 2024 report (no registration required). Take a look at the state of CDPs in our free Marketing Intelligence Report Customer Data Platforms: A Marketerâs Guide | | |
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What they're saying | | âIf you want real conversions, stop focusing on clicks. Start creating experiences that feel natural, frictionless and valuable for your audience. Most marketing content today is built around what businesses want: stats, forms, clicks and trackable metrics. But to truly engage your audience, you must play to their desires, not the businessâs.â Moni Oloyede in 3 critical steps for creating content that converts âAI is this yearâs âbright shiny thing.â Instead of buying into the hype or being completely skeptical, your organization should encourage your marketing and other internal teams to find practical, realistic tasks where AI provides value. Despite what 83% of email marketers do, I donât see copywriting at the top of the list.â Jeanne Jennings in 3 marketing use cases for generative AI that arenât copywriting | | |
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