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.
5 Things B2B Buyers Want Your Content To Do
Gordana Stok / Content Marketing Institute / February 24, 2015
There’s nothing more powerful than speaking with real buyers to take the guesswork out of what content they find valuable. In 2014, I had the pleasure to interview over 100 business and IT executives across a variety of industries about their buying journey and what resources they consulted to guide their decision-making process. Here are some of the things they had to say about the content they came across as they searched for and evaluated solutions, what worked and what didn’t, and how you can make their buying experience better. 1. Help me to build the business case for change “AnythingRead More
How to Create an Event That Drives ROI
Cassie Brown / Marketing Profs / February 27, 2015
Events can be a successful technique for marketing, engagement, and networking—if they’re done properly. Unfortunately, many organizations settle for mundane, outdated, and unimaginative events. So much so, that when some people hear the word “event,” they may just roll their eyes. Three-quarters of executives are looking for greater return on investment (ROI) from corporate events, a national Harris Interactive survey found. That may seem daunting to achieve, but there are tried and true ways to increase event ROI, including making use of behaviors that driveRead More
George Stenitzer / Content Marketing Institute / January 15, 2015
As CMI research shows, marketers with a documented content marketing strategy are more effective than those who don’t have a written strategy. Yet, only 27% of B2C and 48% of B2B marketers have developed a plan.
If you lack a written strategy, a one-page plan is a great place to begin. If you have a detailed strategy but struggle to gain traction, boiling it down to one page will make it easier. A one-page strategy can help you:
- Crystalize your content marketing strategy
- Gain stronger buy-in more quickly from executives or clients
- Keep content producers strategically aligned
Thomas J. Armitage / MarketingProfs / January 16, 2015
In the past, everything about case studies has probably made you run far away. They are often dry, generic, or pretty much just a high school pep rally (minus the cool letterman jackets) cheering on a company, product, or solution. But they don’t have to be.
Case studies can play a powerful role in one’s content marketing strategy. In fact, according to the Content Marketing Institute (PDF), small B2B marketers say case studies are the most effective content marketing tactic they can use.
Good case studies can help to subtly yet persuasively show off products or services. They tellRead More
Washington, D.C. – January 14, 2015 – The American Institute of Architects (AIA), Hanley Wood, and Informa Exhibitions extended their strategic partnership through 2020. In renewing the original five-year agreement, the AIA and Hanley Wood will expand their relationship to leverage Hanley Wood data, digital, and marketing services. Members of AIA will continue to receive ARCHITECT, the Official Journal of AIA. Informa Exhibitions U.S. – formerly Hanley Wood Exhibitions – will continue to manage the AIA Convention.
“Our new agreement reflects optimism about the importantRead More
Larry Kim / Social Media Today / January 8, 2015
As marketers continue to get more comfortable with content marketing strategy and tactics, one question still plagues the industry: what’s the best way to measure the effectiveness of your content?
We’ll always have the old standby metrics – social shares, pageviews and the like. But do they really tell the whole story? Do these metrics help you understand how well your content resonates with audiences, converts lookers to buyers, and works toward the achievement of your business goals?
For that, we need content analytics.
Pawan Deshpande, CEO of Curata, recently undertookRead More
Demand Gen Report / January 7, 2015
Many B2B marketers are increasingly relying on visual content — particularly video — to reach potential buyers and generate leads. This infographic, courtesy of KnowledgeVision, outlines how marketers are using video to keep their sales funnel full of hot leads.Read More