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.
Jeffrey Lee / Hanley Wood Marketing / September 19, 2013
For content marketers, an editorial calendar is the ultimate stress reducer. Instead of scrambling to come up with a compelling topic when you have a newsletter to deliver or you’re overdue for a blog, you can simply pull up your strategically planned content calendar and get started.
But the forethought and planning that make editorial calendars such useful tools are also the traits that make them challenging to develop. Instead of just coming up with one enthralling article idea that you can use right now, you need to develop dozens of engrossing topics that will work throughout the yearRead More
Luke Summerfield / ClickZ / September 11, 2013
One of the most important pieces of a successful inbound marketing strategy is the content, yet so many marketers are so far off in their content strategy. This causes frustration throughout the organization, inefficient marketing, and many times an abandonment of content marketing all together.
This column should serve as an overview of how to create an effective and targeted content strategy that will drive targeted prospects to your website, convert them into quality leads, and make your sales team and boss love you.
Start With Your Personas
Whether it’s marketing or product development,Read More
Todd Hockenberry / HubSpot / September 4, 2013
For those of us immersed in the world of inbound marketing, it’s easy to understand how inbound tactics can have a major impact on a company’s bottom line.
However, we work with a lot of companies that are just now embracing inbound marketing principles and tactics. In these cases, the last group within these companies that climbs on board is usually the sales department. When it comes to sales excuses, we’ve heard it all — but it usually boils down to something along these lines of:
- I don’t have time.
- It’s not my job.
- The leads are bad.
As a long time sales personRead More
John Jantsch / Duct Tape Marketing / August 26, 2013
The rallying cry of inbound and content marketers everywhere is that outbound marketing, you know, things like advertising, cold calling and overt promotion are evil.
The theory is that if you put enough high quality content out there, the right people will find you. And, both in theory and in fact, this is happening.
The funny thing about evolution, however, is that it never really stops.
As marketers and the customers they aim to attract fully embraced inbound marketing, the sales function had to change with it. The most effective sales professionals today practice inbound selling and collaborateRead More
Meghan Lockwood / HubSpot / May 8, 2013
HubSpot’s fifth annual executive review of inbound marketing trends and tactics
Inbound marketing not only has staying power, it’s growing. It has proven itself to be much more than the next shiny technology or the latest buzzword. The research shows that nearly 60% of marketers have adopted inbound marketing strategies and more than 80% of those executing inbound marketing have integrated it into broader company goals. People are also investing more in inbound, as budgets for this strategy have grown nearly 50% in each of the past three years.Read More