The Power of Content Marketing

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The Power of Content Marketing
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Why Hanley Wood?

• Access to over 1 million construction and design
  professionals
• More than 600 awards recognizing editorial
  excellence throughout last 10 years
• More than 12,750 editorial pages published in 08
• 1.5 million online unique visitors
• Integrated marketing solutions
• End-to-end turn-key service

Source Omniture, SiteCatalyst
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Benefits of Custom

• Target a specific audience
• Define an audience to be as targeted or broad as
  you need
• Develop unique content
• Customize a message geared to your product/brand
• Deliver through effective media platforms
• Integrate media to maximize effective delivery
• Measure success via performance metrics
• Select goals and establish benchmarks for success

78 of chief marketing officers believe custom
media represents the future of marketing
Source Custom Publishing Council/Roper Public
Affairs
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Audience

• Identify your target audience and information
  needs
• in-depth category analysis
• research programs
• surveys
• focus groups
• reader panels

• Target
• architects
• builders
• consumers
• contractors
• dealers
• developers
• government officials
• remodelers

strategic research often reveals new, un-tapped
markets
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Audience Targeting Options

• Research
• Customer Surveys
• Focus Groups
• Work Force Needs Assessment

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Content

• Hanley Wood employs an award-winning content
  development team to
• marry your brand with original or existing
  content
• attract the attention of readers and increase
  awareness
• highlight the integration of your products into
  building projects
• provide thought leadership and detailed product
  explanations

quality content conveys its value to your brand
and message
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Content Development Options

• Content Audit
• Articles
• Advertorials
• White Papers
• Case Studies
• Training Guides
• Installation Techniques
• Curriculum Development
• Product Demos
• Awards Program
• Sales Tools

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Platforms

• Hanley Woods extensive reach
• Residential construction
• Commercial construction
• Consumer home builders and remodelers
• Which platform will most effectively deliver your
  message to your targeted audience?
• Print media
• Online media
• In-person events

effective delivery platforms ensure maximum
exposure message retention
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Platforms Media

• Recognize which media platforms are most
  effective for your content message to engage your
  target audience
• Deliver through
• Your media network (publications, Web sites,
  events)
• Hanley Woods integrated media network
• 30 Magazines
• 29 Web sites
• 33 e-Newsletters
• 31 Conferences and Events

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Platforms Events

• Hanley Wood guarantees the right mix of attendees
• Residential construction
• Commercial construction
• Consumer home builders/remodelers
• Improve existing events or develop new in-person
  solutions
• Turn-key event management
• defining a concept
• selecting a venue
• developing marketing and promotion
• registration
• speakers
• on-site management

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Platforms Education

• Hanley Wood Universitys continuing education
  courses
• Magazine inserts
• Interactive online courses
• In-person events
• End-to-end course management and production
• Develop new courses
• Convert existing courses
• Host on our education portals
• Promote to a targeted audience

continuing education courses are the ideal
platform to educate professionals on your products
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Delivery Platform Options

• Media
• Publications
• Microsites
• e-Newsletters
• Video
• Rich Media
• Webinars
• Sponsor Showcases
• Social Media
• Content Syndication
• Virtual Events
• Mobile

• Events
• Conferences
• Tradeshow Events
• Industry Summits
• Training Seminars
• Road Shows
• Recognition Programs

• Education
• Online Portal
• Industry Magazines
• Certification Classes
• Technical Seminars

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Metrics

• Benchmarking is the process of identifying,
  understanding and adapting to a programs
  performance
• Evaluate and optimize for success
• Performance metrics guarantee that you receive
  the information you require to succeed
• Web site traffic
• Online ad clicks
• e-Mail delivery
• Lead reports

3 out of 5 marketers say heavy up on measurable,
ROI-driven strategiesif we cant prove its
working, well slash it
Source iMedia, Brand Summit
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Engagement Metrics Options

• Benchmarking
• Research
• Audience Reporting
• Lead Generation
• Lead Management
• Media EventPerformance