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.
MarketingProfs / October 1, 2014
The secret to content marketing success: document a strategy and adhere to it.
Two critical factors differentiate great content marketers from the rest: having a documented content marketing strategy, and following it very closely, according to the findings of the fifth annual content marketing study by MarketingProfs and the Content Marketing Institute.
Just 35% of content marketers have a documented content marketing strategy, although 48% say they have one but it’s not documented, the B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study found.Read More
Eloqua / September 15, 2014
When Google came out with their Zero Moment of Truth reports, there was a lot of highly compelling data points that made CEOs, CMOs and sales heads have to stop and reconsider almost everything they are doing; at least as it pertains to marketing.
For those less familiar with the Zero Moment of Truth (ZMOT), it can best be defined as “the invisible moment by which a consumer makes a decision about a brand.” It can occur on their mobile device, while chatting on a social network or when they search for information and the results that ensue.
Some of the highlight reel data points of the ZMOT studyRead More
Pawan Deshpande / Content Marketing Institute / August 24, 2014
These days, content marketing teams are expected to create content in all shapes and sizes. Following the advice of content marketing sages, we’re posting tweets every few hours, blogging every day, podcasting every week, publishing an eBook every month… and the list goes on. Trying to keep up with the seemingly insatiable demand, content teams often feel overwhelmed and stretched too thin. Even worse, all this frenetic activity often lacks an underlying strategy or focus.
But it doesn’t have to be this way. Back in 2010, I proposed the Content Marketing Pyramid — a strategy thatRead More
Tamara Weiss / Content Marketing Institute / July 3, 2014
Content is created to help your customers — not for you to talk about yourself. You should be focusing on their problems, not on your products. But if the ultimate goal of content is to drive sales, then how do you create content that promotes your product, speaks to your customers, and also helps you reach your business goals?
If you’re overwhelmed by the struggle to combine all of these factors, take a step back and ask yourself the four basic questions below. These are the beginning steps for documenting your content marketing strategy — a process that will keep you from haphazardlyRead More