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.
Hear the Call? 3 Steps for Better Video CTAs
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
Big Data Is Shaking Up Old-School Affiliate Marketing
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
Loni Stark / Content Marketing Institute / September 22, 2014
A core goal of content marketing is to build engaged audiences through the information and experiences they value. It goes beyond just optimizing a single click or purchase path, to generating loyalty. If you want to deliver relationship-building experiences with the right content delivered at the right moment to the right person, you need the right data. In this article, I explore how data can be used to create content that deepens customer relationships — rather than just optimizing a single transaction.
Look beyond IP address
If you’ve ever been on the hiring end of an organization,Read More
Brian Anderson / Demand Gen Report / September 17, 2014
While the role of content continues to mature, many marketers are just beginning to discover its true value — primarily in the data they can obtain through prospects’ interactions with content and its ability to enhance engagement through multiple channels.
At Marketo’s Marketers First virtual event, roughly 20,000 marketing professionals attended sessions throughout the day, highlighting best practices for content marketing, data analytics and social media. A recurring theme was that content needs to build trust and should not be used primarily as a sales tool.
Building Materials Manufacturer Takes Top Prize in 2014 Brand Builder Awards
Hanley Wood, the premier information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries, has announced that USG Corporation has been selected as the 2014 Brand Builder Awards Marketer of the Year. The award was presented at the 2014 Brand Builder Awards Dinner, held last night in Chicago as part of Hanley Wood’s 2014 Foundations Conference.
“We are thrilled to recognize USG for their efforts over the past year in rebranding theirRead More
Hanley Wood, the premier information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries, is pleased to announce the winners of its 2014 Brand Builder Awards.
The Brand Builder Awards recognize the most innovative and effective marketing campaigns throughout the residential and commercial design and construction industries. Companies selected for recognition have executed campaigns that generate sales, motivate buying behavior and inspire customer loyalty. More than 50 companies submitted entriesRead More
Jeff Frenud / Content Marketing Institute / September 2, 2014
Content with a purpose
Content is the vehicle by which a company tells its story. It highlights the products, the team that stands behind them, and everything else that business has to offer — and is, ultimately, responsible for driving conversions. Creating content is a role that cannot be ignored; after all, it is what today’s prospects solely engage with during the first 70 percent of their buyer’s journeys. That means that if content doesn’t do its job well, potential buyers will move on to the next vendor before even speaking to a sales rep.
There are multiple layers to effectivelyRead More