HubSpot’s SEO strategy is the talk of the SEO world today. Why? Just look at this image: Organic traffic appears to have declined sharply, dropping from 13.5 million in November to 8.6 million in December, according to Semrush (disclosure: MarTech is a Semrush company). HubSpot’s blog seems to have taken most of the impact. It…
Creating standout content takes significant time, effort and resources. Yet much of that content doesn’t reach its full potential. It often underperforms in reach, engagement and ROI, leaving opportunities untapped. Content atomization addresses this challenge. Instead of producing endless new material, this strategy involves breaking down high-value content into smaller, focused pieces designed for specific…
Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative…
When your prospects walk into a sales call with little to no research, they expect one thing from your marketing team: trust. The key to building that trust lies in how your marketing copy addresses their problems, presents solutions and offers insights they can’t find elsewhere. Let’s break down three must-follow rules to help your…
Will pure-play artificial intelligence companies ever be profitable? If OpenAI is any indicator, it’s hard to see how. The problem for any company creating these generative AI systems is the more people use them, the more it costs. So, what would be success for most businesses is actually a money drain. Consider: OpenAI’s ChatGPT has…
Understanding the real costs of events — and how to manage them effectively — is the difference between a successful conference and a budget nightmare. When planning a conference, most teams start with the big-picture items: venue, food and beverage and production. But veteran event professionals know success lies in the details — and building…
Marketing has traditionally served as the “guardian of the brand,” ensuring organizational consistency across all channels. AI creates brand assets at scale, offering speed and efficiency. However, it also introduces new risks. Here’s how it changes guardrails and governance and what to do about it. Guardrails vs. governance While closely related, guardrails and governance serve…
This past year saw lots of potential with all kinds of AI-powered tools and updates. Studies also show that marketers are upskilling and organizations plan to continue to invest in AI in the coming year. There’s plenty of transformation underway — but what does this mean practically? It means many businesses will be making new…
In the new year, customer experience will remain a high priority for marketers. The aim will be consistent with previous years — seamless omnichannel journeys that are flexible and responsive to customer preferences. Of course, those preferences change. One of the biggest changes next year won’t happen on customer touchpoints. It will happen in how…
Are you pouring time and effort into content that routinely underperforms? You’re not alone. Many B2B marketers spend countless hours crafting content, only to watch it fall flat. Why? Because even well-intentioned content can miss the mark if it doesn’t resonate with your audience. The truth is that your audience is bombarded with content every…