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.
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
Andrew Hanelly / McMurry / TMG / November 5, 2014
You’ve probably had this conversation with a cabbie:
“Where ya headed?”
You give a destination address.
“Any preferred route?”
Years ago, unless you were a local or a control freak, you’d usually just let the cab driver choose the route that would avoid traffic and get you there fastest.
But technology has changed all of that. Thanks to apps such as Waze, which displays real-time traffic data and highlight the quickest route, the backseat driver has never been more empowered or opinionated — and the cabbies don’t like it.
As it is with cabbies, so it is with marketers: Too oftenRead More
Jeff Freund / Content Marketing Institute / October 22, 2014
Let’s start with some introductions. Content Marketing, meet Software Development, whose job is to continually deliver high-quality, functional software. And Software Development, meet Content Marketing, whose job is to continually deliver high-quality content that has an impact. You have some big things in common.
Incredible time has been devoted to increasing the throughput and quality of content or software development. The number of new tools, new processes, new practices, new paradigms, and new philosophies is increasing rapidly. However, one revolution in software developmentRead More
Hana Abaza / Content Marketing Institute / October 12, 2014
One of the biggest challenges facing content marketers today is how to measure the effectiveness of their content marketing. According to the B2B content marketing report, this is going to be a major area of focus in 2015, and with good reason! Content marketers have to be more accountable and demonstrate that they are contributing to the bottom line, not just adding a cost center to the business.
So where do we start? The reality is that we’re not lacking for metrics. Page views, shares, click-through rates, engagement — you name it, you can track it. We have more data about our content thanRead More