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.
Content Marketing Instutite
A new report from the Content Marketing Institute opens eyes on a growing trend in manufacturer marketing. B2B Manufacturing Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America shows that 86 percent of manufacturing marketers have adopted content marketing. That’s a decent adoption rate; however, it’s also the lowest among the four top vertical industries we gathered data on this year. Does that make manufacturing marketers “laggards” when it comes to content marketing — or are they just taking a slower, more conservative approach? While we can’tRead More
Jasmine Henry / Business2Community.com / March 4, 2014
What if a marketer was only as good as their content marketing tools?
There’s actually much more truth to that statement than many of us realize. The brands that succeed at content marketing are those that take an agile stance. Not only should you constantly evaluate and re-evaluate your approach, you should take a long, hard look at how you’re getting there.
While some of the content marketing tools trending in 2014 are familiar, many of the rest are brand-new and probably worth adding to your program.
Much like our recent blog on tools and apps for rapid visual content creation, everything
Hana Abaza / Business2Community.com / January 30, 2014
As we begin the new year, the predictions, assumptions and insights have trickled their way into the mainstream with everyone in the digital industry speculating on what will be big in 2014.
While the fundamentals of good content will never change, many of the tactics, channels, and even the way people consume content will continue to evolve. So it makes sense to look at some of the key trends on the horizon for 2014 that are likely to directly affect your online content marketing initiatives, from strategic planning right down to how you execute and distribute your content.
But before we exploreRead More
Don Stanley / Content Marketing Institute / January 10, 2014
“What’s the primary reason businesses fail at content marketing?“
Those who ask seem to want, or expect, a complex answer; but the fact of the matter is the answer is really quite simple: Most organizations fail because they jump right into content marketing without first creating an overall content marketing strategy. They know they need to produce content, so they just start producing it. Not much effort is given to why they’re doing it or whom they’re targeting. Sadly, what often happens is these organizations try content marketing for 3 to 6 months and then, when they don’tRead More
December 16, 2013
Content Marketing is assuming an increasingly large role in the digital campaigns of both B2B and B2C marketers, and is providing digital publishers with a potentially rich source of both revenue and content. However, there is substantial confusion about the concept, due to a multiplicity of definitions, marketing platforms and strategies. To help publishers navigate this promising but complex field, IAB recently established the Content Marketing Task Force.
As a first step, the Task Force was charged with developing a Primer to define the various components of the marketplace. ThisRead More