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.
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
Joe Pulizzi / Content Marketing Institute / April 22, 2015
A few weeks ago, an article on the CMI blog generated a small debate in the comments. The article, by Neil Patel, shared eight content marketing innovations from the world’s best brands. Most of the companies featured were large, which led to a conversation about whether big companies have an advantage over small ones because they have bigger content marketing budgets.However, our most recent research, B2B Enterprise Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, sponsored by Marketo, shows that large companies are often more challenged when it comesRead More
Jasmine Henry / Business2Community / April 26, 2015
Today’s marketing leadership appears quite a bit different than it might have a decade ago. Marketers today are required to be more agile, analytical, and customer focused than ever before. According to recent study by Heidrick & Struggles, CMO candidates hired in the past 18 months are far more likely to:
1. Have direct experience managing digital media projects
2. Possess analytical experience
3. Understand CRM; customer loyalty, or retention strategies
4. Hold an MBA
In order to become competitive as a top-level marketing executive at a large organization in the years to come,Read More
Michael Gazala / Forrester Marketing Blog / April 6, 2015
What’s the top imperative at your company? If it’s not a transformation to make the company more customer-focused, you’re making a mistake. Technology and economic forces have changed the world so much that an obsession with winning, serving and retaining customers is the only possible response.
We’re in an era of persistent economic imbalances defined by erratic economic growth, deflationary fears, an over-supply of labor, and surplus capital hunting returns in a sea of record-low interest rates. This abundance of capital and labor means the path from good idea to customer-readyRead More
Anjelica Sloan / Eloqua Marketing Blog / March 12, 2015
Marketers today know that they need relevant and interesting content in order to attract and continue to engage with their customers across channels, as well as to stay relevant in a competitive landscape. Marketers have access to technology and tools that help organize and distribute this content, but identifying, developing and planning the most appropriate assets intended for customer consumption can be daunting if there is no solid content marketing strategy in place.
All too often we see marketers focusing on creating new content for individual campaigns or channels rather than developingRead More