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.
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
Loni Stark / Content Marketing Institute / September 22, 2014
A core goal of content marketing is to build engaged audiences through the information and experiences they value. It goes beyond just optimizing a single click or purchase path, to generating loyalty. If you want to deliver relationship-building experiences with the right content delivered at the right moment to the right person, you need the right data. In this article, I explore how data can be used to create content that deepens customer relationships — rather than just optimizing a single transaction.
Look beyond IP address
If you’ve ever been on the hiring end of an organization,Read More
Petr Palas / MarketingProfs / September 5, 2014
A few months ago, we conducted a content marketing survey that found 74% of those who surf the Web tend to trust the non-salesy content that businesses post on their corporate, social, and other sites to educate prospects and customers and, hopefully, draw them into their communities and customer channels.
The figure may be surprisingly high, but our survey also showed it doesn’t take much for content marketers to break that trust: 29% indicate that even if 99% of a blog post is compelling, valuable, and objective, all a content marketer has to do to kill her credibility is add a brief mentionRead More
Jeff Frenud / Content Marketing Institute / September 2, 2014
Content with a purpose
Content is the vehicle by which a company tells its story. It highlights the products, the team that stands behind them, and everything else that business has to offer — and is, ultimately, responsible for driving conversions. Creating content is a role that cannot be ignored; after all, it is what today’s prospects solely engage with during the first 70 percent of their buyer’s journeys. That means that if content doesn’t do its job well, potential buyers will move on to the next vendor before even speaking to a sales rep.
There are multiple layers to effectivelyRead 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