Happy Friday, marketers! If you’re based in the U.S., you may have already started your July 4th holiday weekend. Or, you may be tying up some loose ends and preparing for a long weekend of beers, barbecue and patriotic bliss. So we’re going to keep this week’s column short and sweet! Let’s take a look at some of the top stories you shouldn’t miss:
- The 2016 B2B Buyer’s Survey is out!: That’s right, Demand Gen Report’s annual B2B Buyer’s Survey is hot off the presses. Of the top trends and takeaways, the survey indicates that buyers are “scrutinizing vendors more closely than ever.” They want ROI validation, personalization and efficient deployment. Check out the complete report to see what else your buyer demands!
- Get more value out of evergreen content: We believe that evergreen content is an extremely important ingredient in a sustainable and effective marketing strategy. Evergreen content is SEO-optimized and, when done effectively, shows your unique authority but doesn’t have an expiration date. As a result, these assets can be reused, re-shared and repurposed for a variety of purposes, including sales enablement programs, foundational campaigns and even more targeted messaging initiatives.
- Why you need to A/B testing: This article focuses primarily on A/B testing site design, layout and calls to action, it alludes to the importance of testing all elements of your marketing and brand strategy. The best way to capitalize on A/B testing is to start with small initiatives, such as experimenting with different subject lines, images or button colors for emails. Then, expand to your website, display ads and even how you lay out your forms and the information you want collect from site visitors.
- Is humor the way into buyers’ hearts?: “Laughter is the best medicine” has become a common adage, but is this true in the marketing world? This article investigates how brands can use quirkiness, puns and shock value to capture attention, educate and engage audiences. While there is some value in incorporating humor into your content, there are some potential risks and questions you should ask to determine whether this off-the-cuff approach is right for your brand and target audience.
Has your brand successfully incorporated evergreen content, A/B testing or humor into your marketing methods? Share your insights and experiences in the comments section below!