Today Digital

When leaders discuss the four-day work week, the conversation usually starts with skepticism. Is the timing right? Can it work at scale? Can productivity really hold under a compressed week? At Today Digital, we moved past the “why” a while ago. Planning began in 2022. We’re now heading into 2026, with a larger team, sharper workflows, and a four-day work week that’s no longer an experiment – it’s just how the business runs.

If you want a glimpse of journalism’s future, you don’t need sci-fi goggles or a time machine – you just need a conversation with Luke Williams, Today Digital’s Production Editor. While everyone else is busy panicking about AI, Luke is quietly mapping out how journalists can actually use it–smartly, responsibly, and with their sanity intact.

Forget the panic: AI isn’t here to steal our bylines, it’s here to force us to be better journalists, sharper thinkers, and braver truth-hunters. At least, that’s the view from inside Today Digital – and Rob Scott, our founder, has plenty to say about it. Because if AI is anything, it’s a very shiny mirror – one that reflects the shortcuts, habits, and creative instincts that make (or occasionally maul) modern journalism.

Want your content to actually do something for your B2B brand? Like earning trust, differentiating you from the competition, or convincing customers to actually look at your solutions? Your SEO titles and article headlines are your first shot. Sometimes your only shot. If you’re creating content for B2B buyers, you already know you’re targeting a skeptical audience that doesn’t have the time or energy to bother with content that doesn’t immediately grab their attention.

B2B journalism is still essential, particularly for companies that want to go beyond “owned media” with relevant, engaging content that snags the trust of complex buyer committees. Interviews are a big part of the journalist’s toolkit. They can be the ultimate way to convey genuine, authentic messages from brands that have something worth saying. The problem? Most interviews in tech media are painfully forgettable.

Honestly, most marketers already know that the funnel they learned about in their early careers has disappeared. The clean “step-by-step” journey we assumed people took from awareness through to purchase was really always a bit of an oversimplification. Now, though more of the stages of that journey are happening in a world marketers and business owners can’t track: the dark funnel. That term (coined by 6Sense) might sound spooky, but it isn’t really.

Imagine starting a new role. There’s a new team and technology to get to know, new workflows and expectations to align with – all the standard stuff. But instead of having five days to absorb it all (and prove yourself), you’ve only got four. At Today Digital, we’re proud to be pioneers of the four-day work week. We don’t think of it as a perk – it’s how our team works best, stays focused, avoids burnout, and keeps time aside for life.

Introduction: The Global Reality of B2B Technology Marketing After nearly a decade building Today Digital across multiple markets and serving technology buyers worldwide through our publications—UC Today, CX Today, XR Today, and AI Today—I’ve witnessed the profound transformation of B2B purchasing behaviour that’s reshaping how we approach demand generation and lead generation.

Editorial content and sponsored content are becoming pivotal parts of any B2B marketing strategy. Today’s buyers are bombarded by content. Newsletters, native ads, AI-powered posts, LinkedIn essays disguised as love letters to enterprise AI software. In the B2B tech space, the noise is deafening – prompting buyers to ignore more and more of the “owned media” brands used to rely on. Customers are (understandably), more skeptical about what companies actually say about themselves.

Google search has changed, SEO is losing steam, and standing out on social media is tougher than ever, but your content calendar still matters in 2025. In fact, these days, it’s even more important to be strategic about what you publish, when, and where. In today’s AI-powered, attention-scarce digital world, B2B marketers, tech employees, and journalists alike are battling for audience trust, clicks, and influence.