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.
Brian Watson / Content Marketing Institute / July 7, 2015
Simplifying the process is a primary concern for content marketers. As organizations get larger and more complex, they switch from having one person who handles social and PR to hiring whole teams to handle different aspects of the content marketing process. These might include search teams, SEO teams, and PR teams.
The problem arises when these teams get tunnel vision, focusing on what their metrics are without understanding and contributing to the whole vision of the marketing department. Silos develop, creating a domino effect of increasing complexity. In my role at Adobe, one of myRead More
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
Jodi Harris / Content Marketing Institute / May 28, 2015
Content creation can be a challenging endeavor in many respects. With so many techniques, formats, and channels for your content efforts, it’s easy to become paralyzed by indecision when it comes to executing your carefully constructed content marketing strategies.
On the other hand, even if you know exactly what types of content you want to create, you may find it difficult to distinguish your brand and ensure that your efforts are heard above all the noise in a crowded landscape.
Regardless of the specific struggles hindering your content productivity, one thing that might help get youRead More
Peter Buscemi / via Twitter / May 25, 2015
For content marketing programs to be effective, organizations can deploy a variety of marketing strategies. Regardless of the strategy however, a specific content marketing action plan must be created. The plan objectives should then cascade down to all marketing groups to ensure an integrated, holistic and sustained customer acquisition and retention program.
Business2Community has shared a content marketing message map that integrates all types of resources — from public relations to subject matter experts to customers. Check it out and see where you have opportunities toRead More
Peter O'Neill / Forrester Marketing Blog / April 8, 2015
B2B companies must rapidly adjust their go-to-market strategies, as they face disintermediation from the B2B buyer — because of the increase in digital and mobile channels and the ubiquity of information. They must make investments in technology, process change, and skills development; they need to engage customers better, both digitally and further into the buying process; while sales must also engage buyers earlier, often via social channels. At the same time, eBusiness teams should gear up to support the B2B buyer’s increasing demand for an eCommerce channel.Read More