In adtech, content marketing works best when it teaches something useful. Buyers are already skeptical of pitches. What they want is information that helps them do their jobs better.
Start with the questions your audience asks all the time. What’s the difference between SPO and curation? How do clean rooms work? How should I evaluate DSPs? If your product helps with any of those, write about it. Just explain it clearly, without pushing too hard.
Break your content into formats that match how people learn. Use blog posts for deeper dives. Short LinkedIn posts for insights or hot takes. Videos for quick product walkthroughs. Webinars for live Q&A. Make it all easy to skim.
Don’t just talk about your product. Talk about the world your product lives in. Share news and explain why it matters. React to policy changes or industry shifts. When buyers see you understand their world, they trust you more.
Your goal isn’t to go viral but rather to be useful. If someone learns something from your blog or post, they’re more likely to remember you when it’s time to buy.
Content is one of the most affordable ways to build credibility in adtech. Just focus on teaching first. The sales will follow.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech