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.
Jodi Harris / Content Marketing Institute / May 28, 2015
Content creation can be a challenging endeavor in many respects. With so many techniques, formats, and channels for your content efforts, it’s easy to become paralyzed by indecision when it comes to executing your carefully constructed content marketing strategies.
On the other hand, even if you know exactly what types of content you want to create, you may find it difficult to distinguish your brand and ensure that your efforts are heard above all the noise in a crowded landscape.
Regardless of the specific struggles hindering your content productivity, one thing that might help get youRead More
Louis Gudema / Harvard Business Review / May 20, 2015
With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies, except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.
This is a wasted opportunity. Many marketers have reported rapid and significant ROI from adopting theseRead More
Demand Gen Report / May 23, 2015
As search marketing becomes a more integrated discipline, marketers are looking for ways to become more agile in their budgeting to stay competitive. Nearly half of digital marketing budgets are spent on search, with 31% on paid search and 18% on SEO, according to this infographic from Indazo, a search engine marketing firm.Read More
Mina Prickett / Business2Community / May 24, 2015
By now, you’ve probably heard some insane success stories about quizzes and assessments that have gone viral.
One oft-cited example is a quiz from The New York Times, which was the newspaper’s most shared article in all of 2013. And we’ve all taken a Buzzfeed quiz (or fifty), right?
You may not be The Gray Lady, or even the viral media powerhouse of the day, but you can borrow their tactics to get unprecedented results in your B2B marketing.
Unconvinced? Here’s what assessments can look like for B2B.
What Do You Mean By “Assessment?”
Sometimes called a persona or personality test, an
Peter Buscemi / via Twitter / May 25, 2015
For content marketing programs to be effective, organizations can deploy a variety of marketing strategies. Regardless of the strategy however, a specific content marketing action plan must be created. The plan objectives should then cascade down to all marketing groups to ensure an integrated, holistic and sustained customer acquisition and retention program.
Business2Community has shared a content marketing message map that integrates all types of resources — from public relations to subject matter experts to customers. Check it out and see where you have opportunities toRead More