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

Are you building brand authority?

With so much content being shared by so many businesses, it’s more important than ever to leverage and amplify your point of difference. Members of the Forbes Business Council share how you can do exactly that, with talk of solving a customer’s core need to turning buyer research into credible proof.

A smarter B2B ad strategy

As the advertising landscape continues to change, so does our approach to influencing decision-makers. MarketingProfs introduces ‘quick to mind, easy to find’, a playbook that focuses on maximizing reach, leaning on emotional benefits, reducing friction, and more.

The new rules of B2B storytelling

Fast Company unpacks three new ways B2B marketers can connect with potential buyers. It includes going beyond job roles and tapping into personal motivation, reaching all of your audiences, and making the most of available data.

Organic search as a brand trust channel

With the traditional search funnel a different place to what it was years ago, MarTech explores why SEO success is now defined by narrative control, authority, and omnipresence. As it reads, "brands must strive to be cited as the organic solution within a synthesized AI response rather than appearing as a disruptive, low-intent advertisement to maintain and build trust."

Want to level up your organic search efforts?

Whether you want to show up in AI-assisted summaries or get more website clicks, there's a lot our search and performance experts can help with. Reach out today to start the conversation.