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.
Brett Relander / Social Media Today / December 23, 2014
For years, marketers have been told that content is king. As search engines, particularly Google, have made repeated tweaks to their algorithms, the emphasis on quality content has increased. As a result, the onus has been placed on brands to step up their game in terms of content marketing. From blogs to social media posts, the demand for high quality online content produced in a consistent manner has increased.
As is the case with all other forms of marketing, content marketing requires brands to constantly think of new waysto reach their consumer base. At the same time, it is imperative forRead More
Michele Lynn / Content Marketing Institute / January 2, 2015
As we start 2015, it’s useful to review what we’ve already learned about content marketing. Let’s take a look at some of the top trends and differences we’ve seen in the past year.
1. Content marketing adoption rate is declining (but this is a good thing)
Across every segment, the percentage of respondents who report using content marketing has declined. While this initially surprised our team, as we considered this further, we realized this is likely a positive sign as marketers are realizing that any content used to support marketing does not necessarily equateRead More
How marketers identify which content actually propels buyers in their race to convert has been a guessing game. Until now.
Content Scoring is the new data-driven measurement process for tracking how each piece of content is driving leads and conversions.
This infographic from Kapost illustrates the data-driven measurement process for tracking the performance of each piece of content.
Alessandra Ceresa / MarketingProfs / December 15, 2014
There is a lot of talk about the death of the sales funnel, but I disagree. The sales funnel is very much alive; it has, however, evolved.
We are now in the Digital Age. Consumers no longer travel straight down the traditional sales funnel; rather, they come in and out at different stages—sometimes even going silent for months before they come back to purchase.
With such unpredictable buying behaviors, the traditional sales funnel no longer accurately depicts the buying process.
The general stages of the traditional sales funnel haven’t changed, but what has changed is the level of influenceRead More
Washington, DC (December 12, 2014) – Hanley Wood, the premier information, media, event, and strategic marketing services company serving the residential, commercial design and construction industries, has announced the winners of the fourth annual Concrete Surfaces Polished Concrete Awards. Twenty-six projects from around the world were entered in nine project categories. Over 5,800 online visitors voted in the Readers’ Choice Category. “This year’s entrants once again proved how the industry continues to grow beyond traditional industrial and warehouse floor applications,”Read More