15 Expert-Recommended Business Marketing Articles (2025)

Consumer trends, algorithms, and marketing technologies change by the minute. Whether you’re a marketing executive at a Fortune 500 company or a ceramicist turning your hobby into a small business, you can always learn something new about marketing. 

Ahead, find 15 of the best business marketing articles recommended by experts, featuring insights on everything from search in the AI era to how digital monopolies commoditize users. 

Articles about search

If you’re wondering, “What’s going on with search these days?” you’re not alone. Ever since AI answer engines like ChatGPT burst onto the scene, everyone—marketers and internet users alike—has been questioning the future of online search.

Below, you’ll find some of the best articles for understanding and improving search engine optimization (SEO) and search engine marketing (SEM).

It’s Goog Enough!

Source: Blind Five Year Old

Recommended by: Kyle Risley, senior SEO lead, Shopify

“It’s Goog Enough” by search marketing expert AJ Kohn is a comprehensive look at the evolution of Google search. It connects algorithmic changes to the trends characterizing the contemporary internet: brand recognition, weaponized SEO, ChatGPT, the dark forest theory, ad creep, and more. “This article is one of the better looks at what’s been going on with Google SERPs over the last few years,” says Kyle. 

A.J. covers what’s actually changing in search and what it means for your business—including why CNN might rank for “exfoliating body scrub” and how corners of the web’s dark forest are making their way into your search results.

What Our AI Mode User Behavior Study Reveals About the Future of Search

Source: Growth Memo

Recommended by: Jessie Willms and Shelby Blackley, SEO editors and authors of the newsletter WTF is SEO

This piece from Kevin Indig’s Substack newsletter explores how Google’s AI mode is changing search and browsing behaviors. In it, Kevin shares the results of a user behavior study he conducted in August of 2025 and summarizes key takeaways for business owners. “His usability study—the largest to date—reveals how AI Mode holds attention and keeps users inside Google’s ecosystem, largely to the detriment of clicks,” says Shelby. 

Kevin shares his findings about how users engage with AI-generated text in search results and how AI overviews affect clicks to ranked pages. He also discusses the implications for business owners, providing insight into the types of sites featured in AI overviews for various search queries and providing actionable advice to help businesses earn AI overview panel citations. 

How 16 Companies Are Dominating the World’s Google Search Results 

Source: Detailed

Recommended by: Kyle Risley, senior SEO lead, Shopify

Enter the Google search game, and you’re competing against some big dogs. Like, some really big dogs: According to Glen Allsopp’s article for Detailed,the top 16 brands combined show up on 85% of first-page results across 10,000 affiliate search terms, which are queries that return at least a few product recommendations from sources other than the retailer. 

The good news is that Glen is keeping an eye on them. “This is a frequently updated article about the big brands that control most of the larger information publishers,” says Kyle. “It highlights unique things these brands do to help differentiate.” 

Glen’s piece shares 31 insights into the moves leaders in the SEO game are making right now, from “trending” nav bars to brands like Condé Nast and Hearst posting identical affiliate articles across outlets. It also notes business activities, such as the indirect Hearst-Vox collaboration on Puzzmo, and highlights noteworthy layout choices, such as The Strategist’s “on sale now” call-out box.

History of Google Algorithm Updates 

Source: Search Engine Journal

Recommended by: Joe Hitchcock, senior content marketer, Shopify 

SEO strategies live or die according to the Google algorithm—and that algorithm is always changing. Search Engine Journal’sGoogle Algorithm update page can help you stay current. 

“If most people find your website through Google, keeping up with the latest changes to the search engine’s algorithm will help you create content that ranks,” says Joe.

The page outlines two core updates and one spam update for 2025, including rollout timelines and links to resources detailing what Google has confirmed about each change and how marketers can respond. Bookmark the page to stay informed, and adjust your SEO strategy accordingly.

AEO: Answer Engine Analytics

Source: Occam’s Razor

Recommended by: Michael Steele, founder and CEO, Flywheel Digital

Artificial intelligence tools are the search disruptor of the moment, and answer engine optimization (AEO)—the process of improving your site’s structure and content to improve your brand’s reputation on AI chatbots like ChatGPT—is an emerging business priority. Avinash Kaushik’s “AEO: Answer Engine Analytics” explains how to develop an AEO strategy and optimize your content for AI chatbot discovery.

“Avinash Kaushik is one of the pioneers in the digital analytics space, and he remains extremely sharp and readable,” says Michael. “This article shares his point of view on how to measure your success in LLMs [large language models].”

Avinash’s piece outlines six steps to help businesses improve AEO performance, discussing AEO tools that reveal how LLMs see your business and help you analyze consumer preferences, develop content strategies, and monitor performance. He also provides guidance on content distribution strategies and page quality analysis, the AEO equivalents of off-page and technical SEO. 

Turns Out, Google Is All About Links and Clicks (and Keywords)

Source: SEO for Google News

Recommended by: Jessie Willms and Shelby Blackley, SEO editors and authors of the newsletter WTF is SEO

This piece shares insights into Google’s search algorithm, drawn from an analysis of internal documents released during the 2023 antitrust trial United States v. Google LLC. 

“In this comprehensive analysis of Google’s internal documents, writer Barry Adams confirms that despite the rise of other signals for ranking on Search, the company still relies very heavily on user signals like clicks and linking to evaluate content quality,” says Jessie. “This is critical to how you think about driving traffic to your site.”

In Barry’s view, Google’s public-facing materials overstate its ability to process and evaluate content. His article discusses the behavioral signals Google uses as a proxy for content quality, concluding with a roundup of recommendations for marketing teams. 

Articles about writing

Every piece of content you create—from blog posts to pitch decks to product pages to email newsletters—requires a different approach to writing. In the articles below, experts break down their tips for effective per-channel communication.

Your Blog Is Not a Publication (But It’s Not Just a Library Either)

Source: Animalz

Recommended by: Derek Gleason, content marketing lead, Shopify

Many contemporary blogs read like diaries with just a bit of added editorial flair, and it’s an uneasy business fit. Jimmy Daly’s “Your Blog Is Not a Publication” has the answer to this problem. 

“This piece does a great job of debunking one of the primary myths about blogging, which, left unchecked, leads to a lot of underwhelming results,” Derek says.

Jimmy explores the pros and cons of traditional and alternative blog approaches, shares how to choose the right model for your business, and provides practical tips to help you balance evergreen and timely content and build a loyal audience for your brand. He may even come close to finally settling the question: Just what, exactly, is a blog?

How To Write Great Content for Search (that Delivers)

Source: Leadership in SEO

Recommended by: Jessie Willms and Shelby Blackley, SEO editors and authors of the newsletter WTF is SEO

In “How To Write Great Content for Search (that Delivers),” Harry Clarkson-Bennett shares comprehensive guidance for creating SEO content that stands out in the sea of mediocre writing that is the 2025 internet. 

“Memorable content is the reason people will come back to your site,” Jessie says. “This means optimizing for people.”

Harry introduces the four Es: educate, engage, entertain, and empower. This actionable framework for writing something memorable can help you balance competing SEO content needs, like providing straightforward answers to common search questions while also showing a bit of brand personality.

Next, he presents a step-by-step guide to achieving success with search content, including tactical tips to help you optimize titles, metadata, and content structure for search.

Good Slides Reduce Complexity

Source: SEO MBA

Recommended by: Derek Gleason, content marketing lead, Shopify

Marketing goes beyond just getting customers—it can also help you pitch your ideas to investors and other stakeholders. In “Good Slides Reduce Complexity,” Tom Critchlow explains the importance of a strong corporate deck and cautions that unless you have a background in business, there’s a good chance you’ve never laid eyes on one.

“This piece really provides a blueprint for understanding how to present ideas to senior stakeholders,” says Derek. 

Tom’s article examines the difference between corporate decks and conference presentations (hint: it’s everything), hammering home the fact that slides in a business pitch deck have one job: to persuade as efficiently as possible. Drawing on his experience at Google, he offers five tips to optimize your pitch, covering topics from slide titles to the appropriate use of graphics. 

How To Write a Persuasive Sales Page (Even if You Hate Selling)

Source: Enchanting Marketing

Topic: Copywriting for marketing

Recommended by: Jenny Potter, senior editor, Shopify

This beginner’s guide to writing a sales page contains everything you need to write a high-converting sales page, from clarifying your unique value proposition to crafting your call to action (CTA). 

It’s packed with high-quality examples and distills the process into five distinct steps, making it a valuable tool for beginner conversion writers and experienced pros who want to optimize their process with a checklist. If that’s not enough, it also features a series of cartoon panels that memorably illustrate the dos and don’ts of conversion-focused copy. 

How To Write and Promote Your Newsletter

Source: Inbox Collective

Topic: Email marketing

Recommended by: Josh Rosenblat, senior editor, Shopify

So you want to be an email marketing creator? This article is a complete guide to launching, writing, and distributing your first newsletter. 

It shares the secrets to creating compelling content, advice for writing engaging subject lines, and practical tips to help you promote your newsletter and build an audience.

Articles about marketing strategy 

Read these big-picture marketing articles to help craft your marketing strategy.

Scarcity

Source: No Mercy/No Malice

Recommended by: Leslie Ann Hall, founder and CEO, ICED Media

Scott Galloway’s “Scarcity” discusses the relationship between availability, demand, and value, arguing that brands that use pricing and production to create scarcity are more durable than those with social-media-driven, awareness-focused strategies. “This piece on scarcity is an oldie but a goodie,” says Leslie.

Galloway theorizes that the era of brands built on awareness (“empty-calorie brands”) is coming to a close, and that brands that use scarcity to drive demand (“artisan brands”) will continue to succeed. He compares Nike and Hermès as one example: In 2023, the luxury label’s market cap exceeded Nike’s, despite the fact that Nike sees nearly four times the annual revenue.

Millennial vs. Gen-Z Marketing

Source: Mention

Recommended by: Mai Le, content writer and SEO editor

“Millennial vs. Gen-Z Marketing” speaks to the challenge of targeting the first true digital natives alongside consumers who came of age in the era of Blockbuster and dial-up. “This piece addresses something marketers need to take into account when planning a strategy,” says Mai. 

Content marketing consultant Kevin Payne outlines the differences in each generation’s online shopping behaviors, content preferences, and attitudes toward brands, technology, and money, and discusses the implications for marketing teams. 

Defining Aggregators

Source: Stratechery

Recommended by: Michael Steele, founder and CEO, Flywheel Digital

In 2015, marketing expert Ben Thompson wrote “Aggregation Theory” to explain how the internet has transformed the way businesses consolidate power by enabling the commoditization of users. Instead of horizontally controlling supply or distribution processes or vertically integrating supply and distribution, businesses now achieve dominance by having the market’s largest user base. “Defining Aggregators” followed two years later and serves as a reference point for the current state of Thompson’s thinking on aggregators. 

“Good marketers need to understand how the internet works, and no one is better at capturing its dynamics than Ben,” says Michael. “‘Defining Aggregators’ is one of his foundational pieces, outlining his concept of aggregators and how it affects everything from your ad costs to Google’s People Also Ask snippet.” 

Read This Before Starting a Brand Community

Source: Link in Bio

Recommended by: Leah Mennies, editorial lead, Shopify

One popular theory of the contemporary internet holds that users are increasingly seeking small, private online communities like Facebook groups, Discord channels, and private chats—and they’re valuing content shared in those spaces over search engine results. Social media consultant Rachel Karten’s interview with Topicals’ community director, Natalie Brown, weighs in on this trend, sharing Natalie’s insights into the present and future of brand communities.

Natalie shares insights from Topicals’ own community strategy, discussing how to build customer relationships, the importance of authenticity in marketing, and how the community coordinator role helps businesses drive growth. 

“Link in Bio is an amazing resource for brands that want to better understand the nuances and trends in social media strategy more broadly,” says Leah. 

Shopify marketing articles for every stage of business

As your company grows, your marketing needs will change—and effective business owners are always looking for new ways to reach customers, promote products, and boost revenues. The Shopify blog offers marketing insights for every stage of business evolution, from creating your first marketing plan to managing your brand in international markets.

“I read a lot of the Shopify blog posts, and they really helped me get my social media off the ground,” says Ocean View Woodworking founder Allan Maxwell. Here’s a collection of marketing fundamentals to explore:

Marketing articles for starting up

Articles on setting up and using marketing channels

Advanced marketing articles for your growing business

Marketing articles about tracking your results