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

What B2B can learn from print magazines

Most modern B2B content is digital, but as analogue or offline hobbies become increasingly popular in this AI-saturated age, many consumer print magazines are still thriving. The Drum explains what B2B marketers can learn from the more thoughtful, tangible format of print media.

These metrics matter more than CTRs

While click-through rates (CTRs) offer a quick glimpse at the immediate effectiveness of your content, The Business Journals points out that B2B decision-makers are really looking for relationships, and CTRs are only part of the picture. Instead, focus on measuring “who you reach, how you show up, and what your brand signals over time.”

How fragmentation stifles content creation

According to a new report, many marketers are seeing a disconnect between the tools, workflows, and repositories they use for content creation. DemandGenReport explains how fragmented asset management can impact performance and ROI.

(Video) The real costs of technical debt

We’ve talked before about the impact of technical debt on B2B websites, but it can impact several areas of an organization, including its martech stack. A video by MarTech explains the many costs of technical debt and explores potential solutions.

Showing up in AI-assisted search

As AI-assisted search and zero-click results become the norm, B2B marketers can adapt their strategies by understanding the queries their audiences use, writing with clarity, and creating content in a question-answer format. Check out our blog for the full details.