TechBehemoths Content Marketing Expert Insights 2026

Content marketing has never been easier to produce. But with AI accelerating content creation and competition for attention growing, businesses face a bigger question: What content actually drives results?

In this TechBehemoths Expert Insights edition, Lianna Arakelyan, CMO & Co-Founder of Triune Digitals, and Karol Andruszków, CEO of Concept21, share their perspectives on what makes content valuable today, how AI is reshaping content marketing, where companies should invest for long-term impact, and which mistakes waste the most budget.

Meet the Experts

Lianna Arakelyan is the CMO & Co-Founder of Triune Digitals, a digital marketing agency founded in Armenia in 2019. With strong expertise in SEO and digital marketing, she focuses on helping businesses strengthen their online visibility and achieve sustainable growth through data-driven strategies.

Beyond digital marketing, Lianna is a passionate mountaineer who has conquered Kilimanjaro, Ararat, Elbrus, Kazbek, and Mont Blanc, an experience that reflects her belief in strategy, determination, and continuous growth.

Karol Andruszków is the CEO of Concept21 and a serial entrepreneur with over 15 years of experience in marketplace technology, eCommerce, IT, and business operations. He has led transformative projects for major European financial institutions and advises the International Finance Corporation (IFC), part of the World Bank Group, sharing his expertise in eCommerce and online marketplaces.

At Concept21, Karol leads a team specializing in custom websites, conversion-focused SEO, and AI-powered automation, with more than 1,500 projects completed.

Let’s start with our first question.

What type of content delivers the highest business value today?

Lianna Arakelyan, Triune Digitals

In my experience, the content that delivers the most business value is content that actually helps people make decisions. Case studies, educational content, and content that answers real customer questions tend to perform best. It's not about creating content for the sake of posting; it's about creating content that builds trust and moves people closer to becoming customers.

Karol Andruszków, Concept21

The content that delivers the highest business value today should answer an important question, explain a difficult subject, reduce uncertainty or show how a company can solve a real problem. This can include detailed expert articles, comparisons, practical guides, webinars and content presenting real project results.

In B2B, very good content often comes directly from conversations with customers, sales teams and specialists. These people know what questions clients ask and what they are afraid of. In my opinion, generic content created only to publish something or attract traffic has a very limited value. A large number of website visits does not automatically mean business growth. The content should reach the right people and move them closer to contacting the company or choosing its offer.

What content investments generate the strongest long-term value?

Lianna Arakelyan, Triune Digitals

I always recommend investing in evergreen content. Things like guides, educational resources, case studies, and content clusters around your expertise can continue bringing traffic and leads for years. Unlike short-term campaigns, these assets keep working for your business long after they're published.

Karol Andruszków, Concept21

The strongest long-term value comes from content assets that remain useful for customers and support the company’s sales process for many years. One of the best investments is a strong knowledge base built around the real problems of the company’s customers.

It may include detailed guides, case studies, frequently asked questions, comparisons, educational videos, and expert articles. Such content can continuously attract potential clients, support SEO, improve sales conversations and build the company’s position as an expert. Case studies are especially valuable because they connect marketing claims with evidence.

Instead of only saying that a company is experienced, they show the initial problem, the work performed and the final result. This significantly reduces the risk perceived by a potential customer. Companies should also invest in original knowledge that competitors cannot easily reproduce. This may include research, internal data, specialist opinions, practical frameworks or lessons learned from completed projects.

How has AI changed content marketing over the last two years?

Lianna Arakelyan, Triune Digitals

AI has completely changed the way we create content. We can now research, brainstorm, and produce content much faster than before. But at the same time, there's more content online than ever, so standing out has become harder. What we're seeing is that AI can help with efficiency, but human expertise, real experience, and authentic insights are what truly make content successful.

Karol Andruszków, Concept21

Today, companies can research topics, prepare initial drafts, create different content formats, analyze large amounts of information, and personalize communication much faster than before.

However, AI has also created a huge amount of average and repetitive content.

It is now very easy to produce ten articles, but much more difficult to produce one article that presents something new, useful, and credible, and most importantly, an article that will effectively reach the right recipient.

Because of this, human expertise, original experience, and strong editing have become more valuable, not less valuable. At Concept21, we use artificial intelligence extensively, but we do not treat it as a replacement for specialists.

We use it to support research, organize information, improve processes, analyse data and create the first versions of materials. The final content must still be verified and improved by a person who understands the company, its clients and its business goals.

AI has also changed how people search for information. More customers now receive answers directly from AI tools and search summaries. Therefore, content must be clear, well-structured, factually correct, and based on real expertise. Companies should create information that can be trusted, quoted, and connected with a credible author or brand.

What content marketing mistakes waste the most budget?

Lianna Arakelyan, Triune Digitals

The biggest mistake I see is creating content without a clear strategy. A lot of businesses focus on posting more instead of posting smarter. If you don't understand your audience, their needs, or your business goals, it's very easy to spend time and money on content that doesn't deliver results. Quality, relevance, and consistency will always outperform random content production.

Karol Andruszków, Concept21

The biggest mistake is producing content without understanding the customer, the sales process and the business goal. Many companies start by asking how many articles they should publish. They should first ask who they want to reach, what problem this person has and what action they want the person to take.

Another common mistake is focusing only on traffic. A topic may generate thousands of website visits and still bring no valuable leads. Content should be connected with the company’s actual services, products and target customers. Companies also waste money by producing large amounts of generic AI content without expert verification.

Such materials usually repeat information already available on hundreds of websites. They do not build trust and can even damage the company’s credibility. A further problem is weak distribution. Businesses invest in creating an article or video but do not use it in social media, newsletters, sales communication or advertising. Even very good content will not generate results if the right people never see it.

Finally, many companies do not measure what happens after publication. They look at views but do not analyze leads, conversions, customer questions, or the influence of content on sales.

What Both Experts Agree On

The best content helps customers make decisions.

It should answer real questions, solve problems, reduce uncertainty, and build trust.

AI improves efficiency, but human expertise remains essential.

AI can accelerate research and content creation, while original experience, credibility, and expert input make content stand out.

Evergreen content creates the strongest long-term value.

Guides, case studies, educational resources, and expert content can continue supporting traffic, leads, and sales over time.

Content without a clear strategy wastes budget.

Publishing more or chasing traffic is not enough; content needs to align with the audience, business goals, and customer journey.

Quality and relevance matter more than volume.

Both reject generic content created simply to maintain publishing frequency.

Thank you to Lianna Arakelyan (Triune Digitals) and Karol Andruszków (Concept21) for sharing your expertise and contributing to TechBehemoths Content Marketing Expert Insights Edition 2026.