Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

Reddit ranks as the most mentioned in AI-generated search

After analyzing 30 million sources, Reddit now ranks as the most-cited domain in AI-generated answers, followed by YouTube and LinkedIn. It’s an interesting shift, unpacked in full by Search Engine Land, that we’ve been keeping an eye on as AI has continued flipping the rules of search upside down.

It also raises an important question for B2B marketers. Is Reddit worth your time? If your business is willing to engage in real-time discussions, wants to interact directly with more candid conversations, and can add value in a community-driven setting, you’ll probably find it’s a yes.

Adapting your content to the modern B2B buyer

What, for you, makes good content? Clicks? Visuals? Something simple and quick? For Demand Gen Report, it’s about embracing dynamic, interactive, and platform-native formats that meet audiences where they are.

We’d agree with that but also add a point about authenticity. With the AI bubble fit to burst, and so many thinking effective content strategy is about quantity instead of quality, there’s no better time to lean into your human side and speak directly to real-life pain points.

Approach conversion as an experience, not a button

In this feature, MarketingProfs says that “today's business buyers don’t agree to an offer on first proposition from a sales representative. They go on a self-guided journey and drop off when experience undermines confidence.”

If there’s one thing we’ve noticed creating these exact experiences for B2B brands, it’s that clarity is everything. Wherever someone's entering the funnel and however far along the research process they are before interacting with you, clarity is key. Keep that experience transparent, genuine, and jargon-free.

Want to elevate your conversion experience?

Getting started on better clarity is only a conversation away. Reach out to us to see how we can take the complexity out of an increasingly complex B2B buyer's journey.