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.
Neil Patel / Forbes.com / March 9, 2015
Digital marketing is an impulsive, erratic, and volatile industry. The moment you catch the tiger by the tail, there’s a new tiger whose fugacious tail requires catching.
Keeping up with a changeable industry seems like a fool’s errand. Where is the balance between chasing capricious trends, on the one hand, and ossifying into a Luddite on the other?
Thankfully, there is an in between — a balance. If you can identify current trends, settle on an actionable strategy, and take measurable movement forward, you’re bound to succeed. I’ve identified X such strategies that you shouldRead More
Anjelica Sloan / Eloqua Marketing Blog / March 12, 2015
Marketers today know that they need relevant and interesting content in order to attract and continue to engage with their customers across channels, as well as to stay relevant in a competitive landscape. Marketers have access to technology and tools that help organize and distribute this content, but identifying, developing and planning the most appropriate assets intended for customer consumption can be daunting if there is no solid content marketing strategy in place.
All too often we see marketers focusing on creating new content for individual campaigns or channels rather than developingRead More
Lisa Nirell / Forbes / February 19, 2015
As journalists struggle to find their place and redefine their value in the digital age, so does marketing. What can these sudden, consecutive moments in journalistic history teach marketing leaders? So fervent is my love for journalism that I must share some insights.
First, let’s be clear. These insights took me nearly three decades to develop. When I started my career in marketing in 1991 at BMC Software, I barely understood the direct correlation between true journalism and marketing. I was sometimes tempted to “round up” the feeds and speeds and look like a hero, because, as a youngRead More
Larry Kim / Social Media Today / January 8, 2015
As marketers continue to get more comfortable with content marketing strategy and tactics, one question still plagues the industry: what’s the best way to measure the effectiveness of your content?
We’ll always have the old standby metrics – social shares, pageviews and the like. But do they really tell the whole story? Do these metrics help you understand how well your content resonates with audiences, converts lookers to buyers, and works toward the achievement of your business goals?
For that, we need content analytics.
Pawan Deshpande, CEO of Curata, recently undertookRead More
Demand Gen Report / January 7, 2015
Many B2B marketers are increasingly relying on visual content — particularly video — to reach potential buyers and generate leads. This infographic, courtesy of KnowledgeVision, outlines how marketers are using video to keep their sales funnel full of hot leads.Read More