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.
Joe Pulizzi / Content Marketing Institute / April 22, 2015
A few weeks ago, an article on the CMI blog generated a small debate in the comments. The article, by Neil Patel, shared eight content marketing innovations from the world’s best brands. Most of the companies featured were large, which led to a conversation about whether big companies have an advantage over small ones because they have bigger content marketing budgets.However, our most recent research, B2B Enterprise Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, sponsored by Marketo, shows that large companies are often more challenged when it comesRead More
White Paper / Demand Gen Report / April 2015
A sizeable number of B2B marketers are new to lead nurturing, with 40% of respondents to the Demand Gen Report survey noting that they have been doing lead nurturing for less than a year. While most marketers understand the value of lead nurturing, it is often the component of lead management that takes the longest to implement,” said Missy Heilman, Senior Strategy Consultant at BlueBird Strategies, a marketing consulting firm. “The reason being that great care is required to develop effective nurture strategies.”
While lead nurturing programs have traditionally focused onRead More
Cameron Soojian / Social Media Today / March 26, 2015
If executed correctly, content personalization can be extremely effective in helping your site convert better. The fact is, the majority of consumers now prefer a personalized content and web experience. Over half (53%) of online shoppers believe that personalization is valuable. Moreover, personalized content converts 10 times better than ordinary ads, according to a recent study by Invesp.
Consumers no longer have to settle for sub-par services or products; instead, they have the resources to seek out brands and buying experiences that are the easiest, simplest, and most helpful.Read More
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