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.
As a marketer, you’re keenly aware of the ongoing disruption of print and digital publishing. While B2B media companies continue to evolve digitally, some are still struggling in an endless transition. Is your organization adopting a digital first approach so you can stay ahead of marketing strategies and scale for the future? This article from Gigaom’s Matthew Ingram provides insight on how culture is the defining factor in a company’s ability to innovate.
Because of the obvious differencesRead More
Brian Anderson / Demand Gen Report / December 3, 2014
As B2B marketers flesh out their content strategies for 2015, many are taking a look at its role throughout the buyer’s journey — not just for top-of-the-funnel demand generation.
In a recent webinar hosted by NewsCred, trends and strategies for content marketing in 2015 were discussed — highlighting how the buyer’s journey has changed and how B2B marketers can leverage content to meet the needs of their target audience.
“Content marketing is a growing priority for many B2B marketers,” said Michael Brenner, Head of Strategy at NewsCred, during the webinar session. “This isRead More
Mike Nierengarten / Content Marketing Institute/ November 30, 2014
When a lead-generation campaign performs poorly, the main culprit often is an irrelevant or non-compelling offer – an industry-analyst report or follow-up phone call offered in exchange for the recipient’s contact information. In a rush to launch lead-generation campaigns, brands mistakenly repurpose content from sales-enablement or product marketing, creating a gap between the offer and what their targeted audience wants.
Sales-enablement and lead-nurturing collateral is valuable, but it is meant for prospects familiar with the brand’s solution. Content for sales enablementRead More
Kim Zimmerman / Demand Gen Report / November 25, 2014
Gone are the days of B2B marketers developing content simply to generate new leads. Creating sales enablement content to drive prospects further down the funnel is now a critical part of the B2B marketer’s role. However, progressive marketers are moving beyond the usual product spec sheets and PowerPoint presentations — and instead are collaborating with the sales team on video, audio, interactive content such as assessment tools, ROI calculators and other messaging to help close more deals.
According to Demand Gen Report’s 2014 Content Preferences Survey, 50% of participantsRead More
Tracy Gold / Content Marketing Institute / November 24, 2014
Search engine optimization (SEO) should be a linchpin in any successful content marketing plan. But with search engines updating algorithms on a frequent basis, how is a mortal content marketer supposed to keep up?
We’ve collected advice from Content Marketing Institute contributors that will help content marketers navigate SEO even as search engine optimization evolves. Check out the following SEO checklist to make sure your content marketing is set up for success.
1. Document your SEO strategy
Let’s start with your plan as soon as you finish reading this post: If you haven’t alreadyRead More