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

LinkedIn boosts its brand kit

Social Media Today outlines the changes LinkedIn has made to its brand kit feature. Now, it lets marketers set core brand colours, fonts, and brand voice so ads can stay consistent and aligned with the brand’s vision, and LinkedIn’s AI creation tools can create better, more brand-compliant ads.

There are a couple of things at play here. First, any tool to make your brand more consistent is a plus as it can strengthen your brand presence, message, and even trust. However, don’t give all the creative control to AI. Make sure you're still being diligent and reviewing it as a human to ensure everything is, in fact, aligned.

Are you creating vibe-led content?

For Content Marketing Institute, vibe-led content, or content that creates an emotional resonance with the reader, offers a big opportunity for brands. It outlines why it matters in today’s content landscape and the questions to ask if you want to create it.

Here at Motum B2B, we vibe with that. The best B2B features have feeling, and can strike the balance between being informative and human. Vibe-led content allows you to talk about something important in a way that connects and resonates on a more meaningful level.

Preparing for the new era of B2B marketing

Forbes believes the skills that defined a good marketer five years ago are now table stakes. Before, those skills were competitor research, first-draft copy, and messaging docs. Now, those are deliverables, and the real talent lies in judgement, knowing which message resonates, or which campaign is worth running.

It’s all these things that can help you position your business for the new era of B2B marketing, which is fused with AI. As Forbes says, if AI can produce 50 ad variants, your edge isn’t producing the 51st. It's in using your human intuition to decide which of the 50 to actually use. It also talks about leveraging inputs LLMs can’t access, like sales call transcripts, customer interviews, and community.

Need help navigating the new marketing landscape?

Want to understand when and when not to use AI? Want to create vibe-led content that cuts through the noise? Our team of experts can make it happen. Start a conversation today.