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.
Go Agile: Adapt 12 Principles to Content Marketing
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
Seven Skills Marketers Need to Succeed
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
Per Pettersen / MarketingProfs / October 17, 2014
Affiliate marketing may be decades old, but it is still a challenge—even for the savviest e-commerce leaders.
Marketers struggle to decipher affiliate performance. Maximizing campaigns to boost an organization’s bottom line can seem like a pipe dream to a marketer.
Moreover, identifying and securing high-performing affiliate relationships often prove to be labor-intensive. Analyzing campaign effectiveness is an even more daunting beast.
Until recently, brands have had only one option for affiliate marketing: partner with a network and hand over big cash for the privilege.Read More
Hana Abaza / Content Marketing Institute / October 12, 2014
One of the biggest challenges facing content marketers today is how to measure the effectiveness of their content marketing. According to the B2B content marketing report, this is going to be a major area of focus in 2015, and with good reason! Content marketers have to be more accountable and demonstrate that they are contributing to the bottom line, not just adding a cost center to the business.
So where do we start? The reality is that we’re not lacking for metrics. Page views, shares, click-through rates, engagement — you name it, you can track it. We have more data about our content thanRead More
Demand Gen Report / October 2014
The rapid growth of marketing technology — particularly predictive marketing solutions — is creating daunting new tasks for marketers, who have to wade through all of these offerings to find the solution that will maximize their ROI. With predictive analytics coming into play, is traditional lead scoring out of its league?
This e-book will educate you on how lead scoring and nurturing is evolving into a more unstructured, predictive tactic, including:
- Analyzing the initial value of traditional lead scoring;
- Examining areas of traditional lead scoring that can be developed and improved;
Neil Patel / September 30, 2014
Online content marketing is the most powerful form of marketing for companies today. But what happens when it starts to feel stale, old, and boring? Like any other form of marketing, it happens.
Here are six ideas that can help you invigorate your existing efforts and get more mileage from them, without having to reinvent the wheel.
1. Stay Consistent
There’s a huge temptation to slow down on your content creation efforts when things get boring. However, this is precisely the time not to quit or rest on your achievements.
Content marketing is a tough nut to crack for many marketers,Read More