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.
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
Ardath Albee / Marketing Interactions / September 22, 2013
A few months prior to Content Marketing World, I ran an online survey to help direct the session I created on Customer Retention. I’m compiling an eBook with insights, but in the meantime, I wanted to discuss B2B marketing priorities.
Below is a summary of how marketers ranked 11 different priorities:
As you can see, I’ve highlighted three of them. These three, taken together, will actually help marketers achieve all the other priorities on the list – but not like this.
Let’s take a look at why.
Thankfully, content strategy ranked fourth. At least IRead More
Erica Ayotte, Constant Contact / SmartBrief / September 20, 2013
As a B2B marketer, you might look at Pinterest with a curious eye. It is certainly a beautifully designed social network, laden with images and inspirational quotes typed in eye-catching fonts. You might browse through your personal profile envious of your B2C peers, as Pinterest drives just as much, if not more revenue per clicks than Twitter and Facebook. As you sign off and get back to work you might longingly imagine the day when you can Pinterest in your B2B marketing.
Well I have good news, my fellow B2B colleagues — that day is today. Pinterest is breaking into the B2B marketing mix. At ConstantRead More
Jeffrey L. Cohen / Social Media b2B / September 18, 2013
At Content Marketing World, my good friend Ann Handley, coauthor of Content Rules and Chief Content Officer of MarketingProfs, presented a number of innovative examples of content marketing. The following are some of the B2B examples she shared in her presentation. Any metrics or results came from Ann’s presentation or published information. These examples are meant to inspire B2B marketers to think bigger than just basic written or video content. And bigger doesn’t mean spending more money.
Content marketing means you consistently create and share information that is
- Packed with
Christopher Hosford / BtoB / September 16, 2013
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means