News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
How Scoring Measures the True Impact of Your Content
How marketers identify which content actually propels buyers in their race to convert has been a guessing game. Until now. Content Scoring is the new data-driven measurement process for tracking how each piece of content is driving leads and conversions. This infographic from Kapost illustrates the data-driven measurement process for tracking the performance of each piece of content. Click here to view the infographic on Kapost.Read More
The Evolving Sales Funnel
Alessandra Ceresa / MarketingProfs / December 15, 2014
There is a lot of talk about the death of the sales funnel, but I disagree. The sales funnel is very much alive; it has, however, evolved. We are now in the Digital Age. Consumers no longer travel straight down the traditional sales funnel; rather, they come in and out at different stages—sometimes even going silent for months before they come back to purchase. With such unpredictable buying behaviors, the traditional sales funnel no longer accurately depicts the buying process. The general stages of the traditional sales funnel haven’t changed, but what has changed is the level of influenceRead More
Jesse Noyes / Content Marketing Institute / November 3, 2014
“What’s more important in content marketing, quantity or quality?”
I can’t tell you how many times I’ve heard this question. The debate wages eternally. But my answer is always the same: “Consistency.”
At Kapost, we publish a lot of content – more than 200 assets per quarter. But quantity doesn’t mean much without consistency. Whether you’re publishing one blog post per week or every day, what matters most is that you deliver good content within an established cadence. Your audience should know what to expect and when to expect it.
Many organizations fail on the consistencyRead More
Ayaz Nanji / MarketingProfs / October 28, 2014
A similar proportion (43%) say their efforts are only somewhat coordinated, and 15% say demand generation and sales teams are not coordinated at all.
The report was based on data from a survey of 420 B2B marketing and sales professionals from around the world.Read More
Jeff Freund / Content Marketing Institute / October 22, 2014
Let’s start with some introductions. Content Marketing, meet Software Development, whose job is to continually deliver high-quality, functional software. And Software Development, meet Content Marketing, whose job is to continually deliver high-quality content that has an impact. You have some big things in common.
Incredible time has been devoted to increasing the throughput and quality of content or software development. The number of new tools, new processes, new practices, new paradigms, and new philosophies is increasing rapidly. However, one revolution in software developmentRead More
Verónica Maria Jarski / MarketingProfs / Oct 21, 2014
What are the most important skills that a marketer needs?
The following infographic by Formstack highlights seven skills that companies expect from their marketers.
The ability to understand data ranks high on the list. “Research predicts a shortfall of up to 1.5 million data-savvy managers by 2018,” Formstack states.
Technical skills, such as basic coding or video production, also make a job applicant more desirable. “Two of four new marketing hires will require technical skills,” according to Formstack.
Knowing how to get along with others (“soft skills”)Read More
Evan Rodgers / Content Marketing Institute / October 14, 2014
As more of you expand your efforts in video content marketing, you undoubtedly know (and have been told) that a call to action (CTA) is an absolute must have. That all-important prompt encourages someone to actually dosomething and it offers an opportunity to evaluate your video’s effectiveness.
Advice on how to weave an engaging and tightly integrated CTA into your video is much less decisive. Create a funny and personal or slick-motion graphic? Incorporate in video or description? The fact is that there is no single answer. The secrets to crafting a great CTA depend on your uniqueRead More