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.
Brett Relander / Social Media Today / December 23, 2014
For years, marketers have been told that content is king. As search engines, particularly Google, have made repeated tweaks to their algorithms, the emphasis on quality content has increased. As a result, the onus has been placed on brands to step up their game in terms of content marketing. From blogs to social media posts, the demand for high quality online content produced in a consistent manner has increased.
As is the case with all other forms of marketing, content marketing requires brands to constantly think of new waysto reach their consumer base. At the same time, it is imperative forRead More
Michele Lynn / Content Marketing Institute / January 2, 2015
As we start 2015, it’s useful to review what we’ve already learned about content marketing. Let’s take a look at some of the top trends and differences we’ve seen in the past year.
1. Content marketing adoption rate is declining (but this is a good thing)
Across every segment, the percentage of respondents who report using content marketing has declined. While this initially surprised our team, as we considered this further, we realized this is likely a positive sign as marketers are realizing that any content used to support marketing does not necessarily equateRead More
Brian Anderson / Demand Gen Report / December 3, 2014
As B2B marketers flesh out their content strategies for 2015, many are taking a look at its role throughout the buyer’s journey — not just for top-of-the-funnel demand generation.
In a recent webinar hosted by NewsCred, trends and strategies for content marketing in 2015 were discussed — highlighting how the buyer’s journey has changed and how B2B marketers can leverage content to meet the needs of their target audience.
“Content marketing is a growing priority for many B2B marketers,” said Michael Brenner, Head of Strategy at NewsCred, during the webinar session. “This isRead More
Mike Nierengarten / Content Marketing Institute/ November 30, 2014
When a lead-generation campaign performs poorly, the main culprit often is an irrelevant or non-compelling offer – an industry-analyst report or follow-up phone call offered in exchange for the recipient’s contact information. In a rush to launch lead-generation campaigns, brands mistakenly repurpose content from sales-enablement or product marketing, creating a gap between the offer and what their targeted audience wants.
Sales-enablement and lead-nurturing collateral is valuable, but it is meant for prospects familiar with the brand’s solution. Content for sales enablementRead More
Michelle Linn / Content Marketing Institute / November 14, 2014
We all know content marketers are working on too much, but some of our latest research puts this challenge into perspective.
When presented with a list of 28 initiatives, B2C marketers indicated they are working on an average of 13 initiatives now, and they’ll be working on an additional nine initiatives on average in the next 12 months. And, these initiatives aren’t easily achieved (i.e., better converting website visitors, creating higher-quality content, developing a better mobile strategy).
While there is validity in every single one of these initiatives, is tackling so muchRead More