What We’re Reading: Week of Sept. 7, 2026

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

Are marketers media measurement’s biggest problem? 

According to MarTech, the answer's yes because they configure systems differently, create their own categories and definitions based on their needs, and blame the industry when the data doesn’t reconcile. Rather than customizing success around fragmented data, it talks about the importance of harmonizing measurement with a common language and taking steps to prove transparency and accuracy. 

For us, the point about harmonizing measurement with a common language speaks volumes. As the article says, it's fair to customize around what a client wants but it should happen on top of a foundation that's unified, clear, and actually works. 

A renewed need for PR and earned media

Content Marketing Institute outlines how the surge in AI search has reawakened a need for PR and earned media. With earned media now dominating search citations, the businesses utilizing trade publications and third-party proof are rising above the rest.

It’s a shift we’ve noticed too. Rather than launching a marketing initiative, start thinking about how marketing and PR can work in tandem, and how that symbiosis can impact your SEO and sales efforts. As with any effort, it's vital to think about the strategic foundation. Rather than target your favourite publication, take the time to outline which outlets would be most meaningful, and craft an outreach strategy from there. 

Are your SEO and PPC strategies working well together? 

Having both SEO and PPC doesn’t mean you have a search strategy. That’s the take from Search Engine Land, that states that both are different, but it’s the gap between them where budget gets wasted and opportunities get missed. As it reads, “the keyword that’s too expensive for PPC could be your next SEO priority. The page that ranks first could tell you where to cut paid spend.”

Like a lot of what we’ve said above, success happens when you break free from silos. SEO and PPC are distinctly different jobs, with different responsibilities, approaches, and success metrics, but it’s only by sharing data and insights that you’ll unlock true potential.