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Stories By Content Marketing Institute Team

A man stands on a train platform labeled AI near the headline Is Your Content Really Yours

Is It OK for Platforms to Train Their AI With Your Content?

This past week, people grew outraged over Adobe’s update to service terms for its Creative Cloud, and Meta let UK and European users know their information can be used to develop its AI products. What should marketers make of all this?
Why Brands May Be Saying Less But Not Doing Less for Pride Month

Why Brands May Be Saying Less But Not Doing Less for Pride Month

What’s going on with content and marketing celebrating Pride Month? Some brands have cut back in publicizing their support of the LGBTQ+ communities; others have cut back on their celebration of Pride. What’s a marketer to think and do?
Google Papers: Leaked Documents Reveal Search Algorithm Secrets

Google Papers: Leaked Documents Reveal Search Algorithm Secrets

Has Google been lying for years about how to optimize for search? The explosive release of internal documents contains interesting revelations. But what should marketers do about it?
Coca-Cola Focuses Lens on Innovative, Lower-Budget B2B Content Play

Coca-Cola Focuses Lens on Innovative, Lower-Budget B2B Content Play

Coca-Cola didn’t design its new content platform for beverage consumers. It launched Coca-Cola Lens for the restaurants and retailers who sell the products. Find out why this new initiative deserves attention from all B2B marketers.
What You Need To Know About Recent ChatGPT and Gemini Features

What You Need To Know About Recent ChatGPT and Gemini Features

OpenAI and Google’s AI ecosystems made headlines this week. They’re going all in on analyzing images, video, and speech features. But it’s what they didn’t say or do this week that marketers should pay attention to.
Tech Takes Over Marketing (But Not How You Think)

Tech Takes Over Marketing (But Not How You Think)

Are you spending too much on technology? A new study reveals marketing budgets are shrinking, yet spending on marketing tech is rising. But a big chunk of that tech goes unused. Solving that problem could boost your budget and ROI. Here’s how.
Oops, Google Did It Again — But You Still Need First-Party Data

Oops, Google Did It Again — But You Still Need First-Party Data

The same week Google smashed its earnings report, it also announced the delayed demise of third-party cookies until 2025. Do you believe them? Does it even matter? Probably not — because you should be doing this anyway.
Don’t Follow Tesla’s Marketing Mistake

Don’t Follow Tesla’s Marketing Mistake

Tesla dismissed its marketing team this month. The layoffs come only a year after a mandate to “try advertising” that Elon Musk later said was “too generic.” But is marketing really to blame? Is there a takeaway for other companies?
Should Your Brand Shout Its AI and Marketing Plan to the World?

Should Your Brand Shout Its AI and Marketing Plan to the World?

To use AI or not — it's the question on every marketer's mind. But there's a more practical follow-up: Whether to share the answer. Dove and Brandtech Group tried that approach. Was it the right choice?
Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google may buy HubSpot. But how likely is it the deal will get done? Why would Google want HubSpot? What would it mean for HubSpot customers? Understand the possibilities and take away the one reality for every marketer.
first-lesson-generative-ai-change-management

The Reality of Generative AI in Marketing May Not Be What You Think

You’ve read the headlines, clicked the research, and gone down the generative AI rabbit hole. Yes, it’s got great hype people. But they all miss the first lesson of generative AI and marketing.
How to Prepare for the Data Apocalypse

How To Prepare for the Data Apocalypse

New IAB research reveals that marketers know about Google’s ending of third-party cookies, yet they’re plagued by inaction and misunderstanding regarding first-party data. Remedying that now will bring long-term success.