The essence of marketing is testing.

You start with a hypothesis of who your audience is and what messaging you think will resonate with them, but you never know for certain until you test the content they’re receiving. 

Every webpage, email, article, brochure, and social media post should be tested to see how the market is reacting to it, and if it’s serving its intended purpose. The result of those tests will tell you if what you’re doing is working, or if you need to change your strategy.

If you don’t test your content, you’ll never truly know if your strategy is successful, or why it’s successful—and you’ll never be able to incorporate your learnings into future marketing campaigns. 

As the space becomes ever more saturated, content testing is one of a handful of tactics savvy marketers can use to differentiate themselves from the pack and amplify their brand’s voice.