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

With content, more isn’t always better

The more content you publish, the better it is for your business. Right? Historically, yes, but in 2026, that approach could actually harm your strategy more than help it. Search Engine Journal looks at the shift, and why it’s one of the least understood consequences of AI-driven search.

It’s all well and good reducing cadence, but it’s also worth thinking about the quality of content and the human reading it. Sure, the AI wants clarity and authority on something but so too do real people. Make sure you’re appealing to both and trying to strike that balance.

Why owned content still wins

Between AI, algorithms, and platforms demanding so much, Content Marketing Institute has a point when it talks about being a marketer in a “seemingly out-of-control content world.” While it can often feel like publishing content on your owned channels is pointless, it makes the case that it’s the opposite.

That’s also something we believe here, and make a point of encouraging clients to keep sharing great content on places like their website. It's the one key piece of real estate your business owns and can, alongside supporting your marketing efforts, help with search too.

Today’s enterprise buyer is a researcher

Whether you’re prepared for it or not, the B2B sales funnel has changed, and a lot of today’s decision-makers take the time to research your business before reaching out. Forbes outlines a few reasons for that, saying that buyers need more proof than ever to feel confident in a vendor and have more information (thanks to AI) to make that decision.

At Motum B2B, we’ve likened your brand to a goldfish bowl because anyone can see it from all angles. It’s only by understanding that, and appreciating that your brand’s online ecosystem is up for grabs by search engines, that you can take steps to close the gaps and create a unified picture.

Need helping closing the gaps?

From social media to reviews and everything in between, your brand ecosystem has a lot of moving parts. With experts spanning content, search, websites, and branding, we have everything you need to position your business for success, no matter which way you look at it. Get in touch to see how.