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.
Dustin Clark / Business 2 Community / September 26, 2013
A marketing staff is only as good as its ability to bring in business and justify its budget. The best Chief Marketing Officers and Directors of Marketing know that proving ROI is the bottom line. And yet marketers keep making the same mistakes. Here are three digital marketing blunders that you can’t afford— and how to avoid them.
Planning without research
“Digital marketing strategy” is so common a phrase now that it’s not even buzzworthy. But when CMOs and their marketing departments get in a rush to adopt the latest social media, inbound and content marketing practices, they often
Mike Thimmesch / Skyline Trade Show Tips / September 24, 2013
In the last 10 years or so there have been fundamental technological and economic changes that have rewritten the trade show rule book. Not rules like how close to the aisle your exhibit structure can be or how loud your music can play, but rules about what it takes to succeed on the show floor.
Some changes evolved slowly over the years, and some were wrenched into place almost at once. Here’s what’s changed – and how you can adapt to those changes:
1. More Uncertainty: Economic uncertainty has lasted for years, and shows little signs of going away. This makes your top company executives reluctantRead More
Carolyn Hughes / Social Media B2B / September 23, 2013
Many B2B businesses have a Twitter account these days, but simply being on Twitter is not enough.
If you or your employees are going to spend time using social media networks, there have to be objectives and it has to work for your business.
It’s fine if you want to use Twitter as a news publication feed – but there’s so much more you can do with it as a B2B communication tool.
Why not use Twitter as part of your new business strategy? If it’s not going to help your business grow and develop, then you’re really wasting time. Get your new business development team involved with planning your TwitterRead More
Neicole Crepeau, Vizit Corporation / Convince & Convert / September 24, 2013
Over the last ten years, new content types have arisen and lots of great tools have sprung up for creating and marketing content. Video is now ubiquitous, Slideshare has become a prominent resource, ebooks are easy to create, and there’s a plethora of tools and sites with which to share the fruits of a digital author’s hard work.
We have more ways than ever to create content with real Youtility, as Jay Baer calls it. The kind of win-win marketing content that provides real value to readers, and promotes you and your business at the same time. The one thing that hasn’t changed, though, is the staticRead More
Matthew Kumin / ClickZ / September 23, 2013
It’s standard practice in content marketing to say ‘brands must act like publishers’. But many brands ask: What kind of publisher? The New York Times? The Huffington Post? One model won’t work for all B2C and B2B businesses. So it’s key for content marketers to find the right publisher analogy for their business. Simply put, what kind of publisher do you need to be?
For most brands, there are two sides to the content marketing coin:
- Content that develops credibility for your brand
- Content that delivers a conversion
Many brands are investing in content as a smart way to buildRead More