How to Build a Strong Content Marketing Strategy in AdTech
Content marketing continues to be one of the most reliable ways to reach and influence your audience in adtech. Whether you’re targeting marketers, publishers, or other platforms, the right content strategy can help you educate, build trust, and drive inbound interest. The key is to create content that is both valuable and easy to consume.
Start by using a mix of formats. Not everyone wants to read a 1,500-word article. Some prefer quick videos, others like detailed whitepapers, and some just want a quick infographic with the main takeaways. Offering variety allows you to meet your audience where they are and increases the chances that your content will actually get consumed. For example, a blog post can break down the basics of programmatic supply paths, while a whitepaper might go deeper into SPO strategy and measurement.
Next, lean into storytelling. Adtech is full of technical language and complex topics. If you can turn those into real-world scenarios, customer use cases, or simplified explanations, you’ll stand out. Instead of just listing product features or market trends, explain how a marketer used your platform to solve a specific problem. Stories stick with people. They make abstract capabilities feel tangible and useful.
Search engine optimization is still a must. Identify the keywords your audience is searching for—whether it’s “programmatic SPO,” “retail media DSP,” or “identity resolution.” Use these terms naturally throughout your content. Titles, meta descriptions, headers, and even alt text on visuals should align with those search terms. SEO helps ensure the right people actually find your content, and over time it builds long-term traffic that doesn't rely on paid spend.
To keep people engaged, make your content interactive when possible. Invite comments or questions. Run webinars with time set aside for live Q&A. Create LinkedIn polls that align with your blog posts or videos. The more your audience participates, the more likely they are to remember your brand. Interaction also gives you direct feedback on what topics resonate most.
A good adtech content strategy is not about volume. It’s about relevance and clarity. Focus on being helpful. Break down the complex parts of the industry. Stay up to date with the latest changes in policy, identity, and measurement so your content reflects current challenges and opportunities. And always tie your message back to how your audience can benefit—whether that’s better performance, clearer insights, or simpler workflows. Done right, content marketing helps your company become a go-to source of information in a competitive space. It builds trust, creates awareness, and starts conversations that lead to new business.
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Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech
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