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.
Mina Prickett / Business2Community / May 24, 2015
By now, you’ve probably heard some insane success stories about quizzes and assessments that have gone viral.
One oft-cited example is a quiz from The New York Times, which was the newspaper’s most shared article in all of 2013. And we’ve all taken a Buzzfeed quiz (or fifty), right?
You may not be The Gray Lady, or even the viral media powerhouse of the day, but you can borrow their tactics to get unprecedented results in your B2B marketing.
Unconvinced? Here’s what assessments can look like for B2B.
What Do You Mean By “Assessment?”
Sometimes called a persona or personality test, an
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
Jesse Noyes / Content Marketing Institute / November 3, 2014
“What’s more important in content marketing, quantity or quality?” I can’t tell you how many times I’ve heard this question. The debate wages eternally. But my answer is always the same: “Consistency.” At Kapost, we publish a lot of content – more than 200 assets per quarter. But quantity doesn’t mean much without consistency. Whether you’re publishing one blog post per week or every day, what matters most is that you deliver good content within an established cadence. Your audience should know what to expect and when to expect it. Many organizations fail on the consistencyRead More
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