Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

Why B2B marketers should rethink lift-based metrics

The traditional lift-based approach is all about measuring boosts in sales as a result of marketing efforts. CMSWire argues that in B2B, marketers should measure lift at all stages of a buyer’s journey to understand their impact on the decision-making process.

Predictions for Google’s Helpful Content Update

The world of SEO may be in flux as Google plans to roll out its latest Helpful Content Update. Our resident SEO expert predicts the change will benefit content written for humans, as opposed to keyword-stuffed pages made for search engines — but Search Engine Land has the full breakdown.

5 B2B social media statistics to contemplate

Did you know social media is the top growing marketing channel for B2B companies? A handy infographic on Social Media Today shares this and 4 more reasons to rethink your preconceptions about social media marketing.

How to make marketing funny

Step 1: Be funny. Step 2: Don’t be unfunny. Using humour in marketing is tougher than it sounds, but Forbes has 4 tips to make your audience laugh — and form a genuine connection with them.

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