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

Brand voices: It’s not one-size-fits-all

From Wendy’s sassy tweets aimed at rival fast-food chains to Duolingo’s occasionally suggestive TikTok videos (yes, really), it seems that brands have completely thrown out the idea that their social strategy should be cautious and conventional. But that doesn’t mean those approaches work for everyone. Learn how to find your brand voice and which platforms work best for you at Inc.

B2B emails shouldn’t be boring

Are your B2B marketing emails producing low open rates and poor engagement? There could be several reasons for this, but the most common one is placing too much focus on your brand and not enough on the reader and their needs. Follow these best practices and learn with real examples from CMSWire.

The worst parts about SEO, according to you

There’s a lot that goes into an SEO strategy, and it’s not all roses. Search Engine Land asked readers: What is your least favourite part about SEO? Over 20% of readers said link building was their least favourite for a number of reasons, including its tediousness, variable effectiveness and work-to-reward ratio. See what the other top answers were over at Search Engine Land.