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

The B2B brands using employees to create social content

For some B2B brands, employee-generated content (EGC) performs even better than user-generated content (UGC) in social media. Digiday explains what’s so compelling about EGC and shares examples of how companies can encourage employees to contribute to social posts.

Podcast: Where B2B tech marketing excels

A chat with Cisco’s CMO of communications technology reveals areas where B2B tech marketing is outpacing consumer brands, such as contributing to advancements in AI tools, creating innovative customer experiences, and more. You can listen to the podcast or read the key takeaways in Adweek.

How are zero-click searches reshaping SEO?

Google’s search results page now has plenty of features to help users get answers without clicking through to any websites — that’s the essence of a zero-click search. Search Engine Journal discusses how zero-click is transforming the SEO landscape and suggests several ways to adapt your SEO strategy.

Digital marketing trends for 2025

It may be too late to say Happy New Year, but it’s never too late to look at up-and-coming trends. Forbes discusses how marketers are using AI data analysis to support personalization, adapting content for voice search, creating immersive experiences, and more digital marketing trends for the rest of 2025.

Want to open a trend time capsule?

Find out if these marketing trends from 10 years ago still hold up today.