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.
Jessica Ann / Content Marketing Institute / June 21, 2015
Let’s face it: You’re either a right-brained or left-brained content marketer. If you’re a right-brained marketer, then the term “audience data” probably makes you squirm uncomfortably. But if you’re a left-brained content marketer, you eat things like audience data for breakfast. Mmmm … data.
Here’s why: Right-brained marketers generally depend upon intuition to solve problems and process information, while left-brained marketers process information in a data-driven way.
It’s important to know your brain’s direction because, for better or worse, your brainRead More
Joe Pulizzi / Business 2 Community / November 30, 2013
As you may or may not know, I earned my stripes in the publishing business, and had the opportunity to work with over 100 different B2B brands during my time there.
It’s with this experience in mind that I’d like to ask you to name the most important asset to a publisher. Is it the people? The brand image? The facility and its capabilities?
Without an audience, publishers can’t generate any revenue. No one will advertise in their magazines. No one will sponsor their email newsletters. No one will buy any direct company offers. There’s nothing but silence.
As a content marketer yourself, youRead More
Stephanie Walden / Mashable / November 25, 2013
Know your audience: it’s basic marketing 101. (In fact, it’s probably the first lesson of the first class.) Who is buying or utilizing your product, service or platform? Even businesses that don’t meticulously record this information are at least aware of their customer base — it’s simply common sense.
Take, for example, the following scenario: Your brand is a high-end line of women’s footwear with locations throughout Southern California. You know which basic demographics to target: women between 25-45, within a specific income bracket, living inRead More
Dave Colford / HW.com / October 17, 2013
The revolution in marketing is around data-driven decisions and digital marketing strategies. If it can’t generate a lead or be measured, why do it? Right? Hanley Wood just announced the completion of a major initiative that allows our customers to tap the full power of our audience database and inject new life in their marketing programs.
HW.com sat down with our Chief Customer Officer, Dave Colford, to discuss the initiative and why this matters to building product marketers.
HW.com: What is the Hanley Wood Media Network?
DC: It’s a major investment in all of our core media propertiesRead 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