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

B2B tech buyers distrust outdated, salesy content

According to a recent report, the top factor that negatively affected tech buyers’ trust in a B2B brand was content with outdated or often-repeated information (33%). MarketingProfs shares the other big factors, as well as the main reasons why buying decision-makers engage with content.

SEO and content marketing: The dynamic duo

To effectively integrate content marketing and SEO strategy, The Courier suggests aligning content with keyword research, using SEO insights to optimize content, mapping content based on audience segmentation, and more.

A breakdown of Google’s October 2023 Core Algorithm Update

Last month, Google rolled out an important core update to its search algorithm and systems. CMSWire explains how the changes affect the SEO community, counter various spam techniques, and boost higher-quality content while deprioritizing AI-generated results.

Employee personas based on work modality preferences

As companies try out different strategies in work modalities, from remote to in-office to hybrid models, a comprehensive study analyzed the intersections of company strategies and individual employee work preferences. Harvard Business Review explains what they found: Nine personas that reflect how the company’s chosen model affects employees with different preferences.

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