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.
eMarketer / September 30, 2013
In-house content is most common
Digital marketing has driven home the importance of content, as marketers strive to keep customers engaged and drive brand awareness. These were the top two benefits of content marketing, according to an August 2013 survey of marketers in North America from Unisphere Research. And marketers are certainly putting money behind that effort: 48% of respondents reported devoting at least 10% of their budget to content creation, with 19% of marketers allocating 25% or more.
That said, there are still holdouts among marketers who either do not think contentRead More
Karen J. Bannan / BtoB / September 26, 2013
If they’re not already, business marketers may want to start paying close attention to what their consumer counterparts are doing to reach customers and prospects. That’s because personal and professional worlds are collapsing into each other for most people, said Sheryl Pattek, VP-principal analyst at Forrester Research’s CMO practice.
“When you’re not at work, work bleeds into your personal life; so now [prospects] set the same expectations that they have in b-to-c marketing as they do in b2b,” said Pattek, who is in the process of finalizing a report about
Simon Hyoun / Hanley Wood / September 25, 2013
Let’s take as granted that most PowerPoint presentations are needlessly long and severely unattractive. Just thinking about the last one I sat through makes me reach furtively for my iPhone.
So why extend the pain of slide-based presentations by distributing them as an on-demand webinar? Instead, why not produce a simple, three-minute video that does the same job with more spontaneity, fun and visual elegance — at a comparable cost?
I’m talking about the whiteboard video, in which a subject-matter expert (SME) illustrates a concept on a dry-erase marker board. The best I’ve seenRead More
Dustin Clark / Business 2 Community / September 26, 2013
A marketing staff is only as good as its ability to bring in business and justify its budget. The best Chief Marketing Officers and Directors of Marketing know that proving ROI is the bottom line. And yet marketers keep making the same mistakes. Here are three digital marketing blunders that you can’t afford— and how to avoid them.
Planning without research
“Digital marketing strategy” is so common a phrase now that it’s not even buzzworthy. But when CMOs and their marketing departments get in a rush to adopt the latest social media, inbound and content marketing practices, they often
Neicole Crepeau, Vizit Corporation / Convince & Convert / September 24, 2013
Over the last ten years, new content types have arisen and lots of great tools have sprung up for creating and marketing content. Video is now ubiquitous, Slideshare has become a prominent resource, ebooks are easy to create, and there’s a plethora of tools and sites with which to share the fruits of a digital author’s hard work.
We have more ways than ever to create content with real Youtility, as Jay Baer calls it. The kind of win-win marketing content that provides real value to readers, and promotes you and your business at the same time. The one thing that hasn’t changed, though, is the staticRead More