Marketing Glossary
CMI On Measuring Content Marketing in the AI Age – Part 2
In the AI age, measuring content marketing goes beyond clicks and impressions to focus on engagement quality, intent signals, and AI-driven attribution models. Advanced analytics now track how content influences customer journeys across platforms, helping marketers optimize strategy with real-time insights and predictive performance metrics.
Content Marketing Institute contributor Robert Rose has published the second part of his article on using the audience trust index to measure content marketing in the AI age.
He says, “In the first installment of the new content marketing measurement framework, I officially padlocked the doors on the “attention factory” and established the gold standard as âtrust earnedâ with the new Audience Trust Index (ATI).
ATI acts as a clinical stethoscope to measure the health of what may become the most valuable financial asset in marketing: the relationship with your audience. By measuring shared sentiment, reciprocal utility, and predictable governance, you can demonstrate if content marketing is doing its job based on whether the audience relationship is heating up or just plain freezing out.
But here is the catch: You canât measure the health of an audience relationship using early-2000s funnels, pipelines, or infinite loop metaphors.
Why a latticework?
For decades, B2B content marketers have used the funnel, buyerâs journey, and pipeline metaphors. And to be fair, theyâve worked on occasion.“
Measuring Content Marketing in the AI Age, Part 2: The Trust Lattice Framework
Cybersecurity for Marketers [Podcast]
Cybersecurity is becoming essential for marketers as they manage customer data, digital campaigns, and online platforms. Strong security practices help protect sensitive information, maintain customer trust, and prevent disruptions in marketing operations.
Digital Marketing Institute has published a new episode of the DMI podcast titled ‘Cybersecurity for Marketers’.
The DMD team says, “Worried about your organisationâs security, or not worried enough? âŻIn this episode of the DMI podcast, hostâŻWill Francis speaks with â â Rebecca Robinsonâ â , cybersecurity expert and founder of â â Cybec Consultingâ â . Rebecca breaks down why cybersecurity isnât just an IT issue, but a business, brand, and marketing issue too.
From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldnât always be seen as the âweakest link,â and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong.
Rebeccaâs Top 3 Tips for being cyber-safe
1. Take a moment before acting on anything urgent â pause, question it, and ask someone else.
2. Treat system access like currency â only give people the access they genuinely need.
3. Use strong, unique passwords â and a password manager if possible”.
CMI Highlights Three Content Signals That Earn LLM Visibility
The growing use of large language models in search and information discovery makes LLM visibility essential for modern marketing strategies. Businesses must create clear, authoritative, and well-structured content so AI systems can easily recognize, reference, and recommend their information.
Content Marketing Institute has published an article featuring three content signals that earn LLM visibility.
The CMI team says, “If the Bat-Signal called Gothamâs hero, todayâs content signals call AI search.
They tell large language models what your brand knows, where itâs credible, and when it deserves to be cited. What signals matter most?
Ryan Law, director of content marketing at Ahrefs, shared several research-backed priorities in a recent Content Marketing Institute webinar. The most important signals, he explains, come from the same place many content teams already focus: search-optimized, high-quality content.
Signal 1: Keep content fresh
One of the strongest signals is recency. When AI tools retrieve sources to answer questions, they often favor newer content.
In its analysis of 17 million citations across seven AI search platforms, Ahrefs found a massive bias toward fresher, more recent content. Compared with traditional search results, AI tools select webpages that are about 25.7% fresher (i.e., the number of days since publication).”
Convert FirstâTime Buyers Into Loyal Customers, March 25 [Webinar]
Customer experience optimization: A guide for growing businesses [Guide]
Customer experience optimization focuses on improving every interaction a customer has with a brand to make the journey smooth, personalized, and satisfying. By using data insights and feedback, businesses can enhance engagement, build loyalty, and increase long-term customer value. đđ
HubSpot has published a new guide, ‘Customer experience optimization: A guide for growing businesses
Yamini Rangan says, “Successful companies today arenât just selling products. Theyâre listening to their customers. Top-performers understand that great customer experiences start with paying attention to what customers say, how they feel, and where theyâre facing friction.
Because customer experience now ranks among the top three factors influencing purchasing decisions, businesses that invest in customer experience optimization create a competitive edge. These companies also see a significant return on investment when it comes to customer loyalty.
Businesses that want to scale canât afford to rely on assumptions. They need real customer feedback, a deep understanding of customer needs, and a consistent focus on improving experiences. A customer experience optimization program, powered by tools like Service Hub, makes this possible.
Customer experience optimization is not a one-time initiative but instead is continuous and systemic. Whereas a one-time CX project might fix an isolated issue, CX optimization adopts an âalways improvingâ mindset. Savvy teams consistently measure data within the end-to-end customer journey to collect feedback, identify friction, and test improvements.”
Customer experience optimization: A guide for growing businesses
Call Analytics and Conversation Intelligence Platforms [Report]
Digital Marketing Depot has published a new report ‘Call Analytics and Conversation Intelligence Platforms’.
The DMD team says, “Navigate the rapidly evolving call analytics and conversation intelligence platform landscape with confidence. Our comprehensive research delivers the strategic insights marketing leaders need, plus interactive resources to deepen your understanding.
What you’ll get:
PDF report with market drivers and adoption trends analysis, capabilities and vendor comparisons, implementation roadmap and evaluation framework, inâdepth profiles of leading solutions, and pricing insights.
Exclusive podcast with expert guidance on choosing the right solution and realâworld implementation strategies.
Interactive AI chatbot to answer questions about vendors, capabilities, and implementation challenges.
Perfect for: Marketing leaders evaluating call analytics and conversation intelligence platform solutions; agencies advising enterprise clients; analysts tracking the call analytics and conversation intelligence platform space.
Expert research:Â led by Pamela Parker (Research Director, Third Door Media) with Allison Lofaro and Karen DeWeese.”
CMI On Measuring Content Marketing in the AI Age
In the AI age, measuring content marketing goes beyond clicks and impressions to focus on engagement quality, intent signals, and AI-driven attribution models. Advanced analytics now track how content influences customer journeys across platforms, helping marketers optimize strategy with real-time insights and predictive performance metrics.
Content Marketing Institute contributor Robert Rose has published an article on using the audience trust index to measure content marketing in the AI age.
He says, “In the past decade, measurement shifted to aggregate attention, watching the “engagement scores” of buying groups in a Tableau dashboard as if they could be tracked like weather patterns.
But whether we called it measuring intent or buyer proximity, it still involved counting piles of attention.
The devaluation of attention
Now the climate has shifted again.
AI has induced hyperinflation in the currency of attention. Environmental conditions have changed so fundamentally that our old metrics fail to predict performance.Â
And, worse, they actively obscure the rot in the business-to-buyer relationship.
The primary driver of this devaluation? The total collapse of information scarcity.Â
B2B content marketing used to trade on providing buyers with knowledge they didnât have. But AI search retrieval now acts as a universal solvent, decoupling answers from information sources.”
Measuring Content Marketing in the AI Age, Part 1: The Audience Trust Index
Claude vs. ChatGPT: A marketerâs guide to choosing AI [Guide]
Claude and ChatGPT are leading AI assistants in 2026, with Claude known for its strong reasoning and safety-focused responses, while ChatGPT excels in versatility, multimodal capabilities, and creative output. The choice between them often depends on user needsâstructured analytical tasks versus dynamic content creation and broader integrations.
HubSpot has published a new guide, ‘‘.
Justina Thompson says, “Hereâs my hot take: I think Claude is the better LLM ⊠and I’m not afraid to say it.
Donât get me wrong. ChatGPT has its strengths, and Iâve used it plenty for quick drafts. But when it comes to the work that actually matters (the stuff that builds trust, drives conversions, and represents your brand), Claude consistently delivers superior results.
Here are two big reasons why I lean toward Claude as a content marketer:
- Writing quality:Â Claude versus ChatGPT for writing isnât even close in my experience. Claude produces prose that sounds human, maintains tone across long documents, and requires fewer revision cycles before content is publish-ready.
- Context retention:Â Claudeâs 200K-token context window lets me upload brand guidelines, source documents, and drafts simultaneously without the AI âforgettingâ my instructions halfway through.
But, here’s the bottom line: Claude versus ChatGPT for marketing comes down to what you value most. If you prioritize speed and volume, ChatGPT delivers. If you prioritize quality and brand consistency, Claude wins.”
