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.
Pawan Deshpande / Content Marketing Institute / August 24, 2014
These days, content marketing teams are expected to create content in all shapes and sizes. Following the advice of content marketing sages, we’re posting tweets every few hours, blogging every day, podcasting every week, publishing an eBook every month… and the list goes on. Trying to keep up with the seemingly insatiable demand, content teams often feel overwhelmed and stretched too thin. Even worse, all this frenetic activity often lacks an underlying strategy or focus.
But it doesn’t have to be this way. Back in 2010, I proposed the Content Marketing Pyramid — a strategy thatRead More
Ann Gynn / Content Marketing Institute / August 8, 2014
Is your content doing what it is supposed to do? When questioned about the degree of success your content marketing efforts are achieving, anecdotal answers like “Readers seem to be interested in our content” or “We are getting a lot of “likes” on our Facebook page” just won’t suffice. When you are trying to prove that your content marketing brings value to your business, you need clear evidence of what’s working, and what isn’t — and accurate measurement is really the only way you are going to get it.
But how do you know what to measure? Or how to measure it, for that matter? HeidiRead More
Ann Gynn / Content Marketing Institute / August 1, 2014
Personalization is the process of targeting content to individuals based on one or more of the following: who they are; where they are; when, why, and how they access content; and what device they use to access it, according to Scott P. Abel of The Content Wrangler.
Nearly all B2B organizations (95 percent) make some attempt to segment their content based on their audience, according to CMI’s 2014 B2B Content Marketing research report. The top five ways cited include industry trends, profiles of individual decision-makers, company characteristics, stage in buying cycle, and personalizedRead More
Demand Gen Report / July 21, 2014
Forrester Research unveiled the results of its latest study, which revealed that while many B2B marketers are embracing content marketing, many are still early on in the journey from product-focused to relationship-building content.
According to the survey, 85% of B2B marketers fail to connect content activity to business value, even though roughly half (51%) of those surveyed state their content marketing strategies are mature. This ultimately prevents marketers from retaining customers and creating long-term relationships, according to the research.Read More
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