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Laura PinterAugust 14, 20124 min read

Inbound Industry Report: August 14, 2012

Inbound Marketing Industry ReportTop marketing news, articles and tips from the second week of August 2012.


With the help of my curating partner in crime, Laurel Miltner (@laurelmackenzie) and I handpick the articles each week to include in this lovely, little recap of industry news. So, when questions arise, such as “Should You Curate Content?”, we obviously have a biased an


To curate effectively, it’s important to recognize what curation is and what it’s not. Mark Sherbin (@MarkSherbin) does a good job of explaining the essentials curators need to know, including curation versus aggregation. Instead of automated tools, we personally sift through the weekly industry content, a human element that “sends a powerful message of inclusion to customers.” Follow these additional best practices to curate content the right way for your business and audience:

  1. Explain why the content is important.
  2. Include clear links, and credit original content.
  3. Post snippets, but don’t give away the “punch line.”
  4. Be picky; readers can only digest so much.
  5. Find your voice (or, said more enthusiastically, “Stamp your flair on the content you share”).

If curation turns out to be a fit for you, don’t stray from your content strategy. You should be both curating and creating. Tristan Handy (@jthandy) thinks that curation is “part of a balanced social media diet.” And, to generate the best results, find your content creation versus curation sweet spot.

Speaking of sweet, Nabisco-owned Oreo twisted its brand strategy by tapping into pop culture and trending topics for a very cool visual content campaign. To honor its 100th birthday, the brand plans to share an image of the cookie for the next hundred days. Check them out on Oreo’s Tumblr account—its latest celebrates Left-Handers Day (warning: have a glass of milk on hand while viewing).

Website & Search

Content is also a large part of your website, and you want each page to perform at its best. A/B testing can help you do just that by quantifying isolated variables, such as calls-to-action, headlines, images and copy length.

Meghan Keaney Anderson (@meghkeaney) shares a compilation of A/B testing FAQs that will help you run A/B tests properly, and get on your way to drive more conversions. Here are a few takeaways:

  • A/B testing does not hurt SEO; in fact, it improves your site’s functionality.
  • It’s not just for landing pages; try out tests on emails, PPC campaigns and CTAs.
  • Run tests until you reach statistical significance—95%+ confidence in the results.
  • Do a series of basic one-variable tests for clear-cut conclusions.

Get a glimpse at the guidelines for running effective A/B or multivariate tests, courtesy of Google.

Company News

Stats & Studies

What articles made your top list last week? We'd like to hear your opinions.

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