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.
Michele Linn / Content Marketing Institute / July 18, 2014
One popular definition of insanity is doing the same thing over and over but expecting different results. The definition of content marketing insanity? Creating content, just throwing it out there and hoping for good results… and then repeating the process, ad infinitum.
To break this crazy cycle, you should periodically be taking a critical look at your content marketing to understand what’s working and what isn’t — even if this means you have less time to publish new content.Read More
Robert Rose / Content Marketing Institute / July 16, 2014
In 1999, the world-renowned marketing professor Philip Kotler published Kotler on Marketing. In it he discussed the latter 1990s — the time span that would fuel most of the thinking for the book — as a time of tumultuous change. But he knew that this was merely the beginning.
Professor Kotler concluded the book with a section called “Transformational Marketing,” in which he discussed how the field would change with the “new age of electronic marketing.” In the coming decade, Kotler wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentallyRead More
Alex Kantrowitz / AdAge / July 16, 2014
Despite widespread increases in content-marketing budgets, b-to-b marketers are still struggling to translate their content-marketing efforts into actual businesses results, according to a new study conducted by Forrester in conjunction with the Business Marketing Association and and the Online Marketing Institute.
Just over half — 51% — of marketers told Forrester their content marketing efforts are only somewhat effective; 27% rated the strategy as “neutral”; 6% said it was somewhat ineffective at delivering value; 1% said it was not effective at all.Read More
Tamara Weiss / Content Marketing Institute / July 3, 2014
Content is created to help your customers — not for you to talk about yourself. You should be focusing on their problems, not on your products. But if the ultimate goal of content is to drive sales, then how do you create content that promotes your product, speaks to your customers, and also helps you reach your business goals?
If you’re overwhelmed by the struggle to combine all of these factors, take a step back and ask yourself the four basic questions below. These are the beginning steps for documenting your content marketing strategy — a process that will keep you from haphazardlyRead More
Peyman Nilforoush / Content Marketing Institute / June 17, 2014
As marketers, we’re acutely aware that there is more content being produced today than ever before — with the rate of content production doubling each year. Content marketing has progressed from buzzword to doctrine in many organizations, despite the fear, uncertainty and doubt surrounding “content shock” — the highly debated idea that too much content is being produced, and that consumers are becoming too overwhelmed to engage in it.Read More