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.
Lisa Nirell / Forbes / February 19, 2015
As journalists struggle to find their place and redefine their value in the digital age, so does marketing. What can these sudden, consecutive moments in journalistic history teach marketing leaders? So fervent is my love for journalism that I must share some insights.
First, let’s be clear. These insights took me nearly three decades to develop. When I started my career in marketing in 1991 at BMC Software, I barely understood the direct correlation between true journalism and marketing. I was sometimes tempted to “round up” the feeds and speeds and look like a hero, because, as a youngRead More
Larry Kim / Social Media Today / January 8, 2015
As marketers continue to get more comfortable with content marketing strategy and tactics, one question still plagues the industry: what’s the best way to measure the effectiveness of your content?
We’ll always have the old standby metrics – social shares, pageviews and the like. But do they really tell the whole story? Do these metrics help you understand how well your content resonates with audiences, converts lookers to buyers, and works toward the achievement of your business goals?
For that, we need content analytics.
Pawan Deshpande, CEO of Curata, recently undertookRead More
Demand Gen Report / January 7, 2015
Many B2B marketers are increasingly relying on visual content — particularly video — to reach potential buyers and generate leads. This infographic, courtesy of KnowledgeVision, outlines how marketers are using video to keep their sales funnel full of hot leads.Read More
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