by Dan Hansen | Apr 7, 2016 | Blog
We talked about the guardrails of good content last month, so today we’ll address the architecture of buyer engagement.
I like to follow a proven ideal framework:
Objective: Which area of the buying cycle are we influencing?
Strategy: From which angle are we most likely to interest readers/viewers?
Structure: How do we tell the most compelling story?
Style: What is the appropriate voice and tone?
by Dan Hansen | Mar 11, 2016 | Blog
To understand what makes good content today, all we have to do is look back to the ’50s and ’60s—when it was called copy. Back then, advertising’s primary focus was copy. Copy, it turns out, sold—and sells—products.
And while it has evolved into this thing we now call content, the principles that drive its creation haven’t changed:
People read what interests them, and sometimes it’s an ad.
—Howard Luck Gossage, advertising icon
by Red House | Mar 9, 2016 | Infographic
If you can guess where content development ranks as a focus area among marketing strategists, you can probably guess why it means a lot more than simply communicating with your audience. Words mean more these days, and there’s a very simple but powerful reason why.
by Dan Hansen | Feb 18, 2016 | Infographic
Turns out that your marketing “bedside manner” counts! We tend to think of physicians as efficient diagnostic machines, but when you’re marketing to them, you need to think of them as people who value relationships. How important is your contact with them? Let’s just say “personal” is a plus.
by Dan Hansen | Feb 13, 2016 | Blog
Assuming you read my previous post , you understand the basics of ABM. So, let’s start with what you’ve completed since then:
Vetted and segmented list(s) (both companies and contacts)
Planned—and programmed—an appropriate contact cadence
Developed a content calendar, mapped to your audiences’ functional roles
Next comes the most important part: Measuring and monitoring your program.
by Dan Hansen | Jan 15, 2016 | Blog
At Red House, we’ve been executing ABM programs in various forms for over a decade. We call it “narrowcasting,” and it works amazingly well. You’ll notice a lot of companies moving to ABM perhaps because it’s “the next big thing,” but before you join them, proceed with caution. ABM isn’t a quick fix.
by Dan Hansen | Dec 8, 2015 | Blog
At Red House, we sell something that just might come back into fashion soon: measurable results—and we’ve been doing it for over a decade, before it was popular. That sounds ridiculous, but it’s true: since the dawn of internet marketing, “results” have been sold as a pleasant consequence of clicks.
by Dan Hansen | Nov 11, 2015 | Blog
Somebody once gave me a piece of sage, yet vague, advice: you can’t manage what you can’t measure. In this Age of (Data) Measurement, I’d argue that while truer words may have been spoken, none have been more critical to marketing success today. A few words about...
by Dan Hansen | Oct 10, 2015 | Blog
By definition, strategic marketing planning results in . . . a plan. No real surprise there. And it’s typically built around some level of research that defines the way in which the theme will be woven into your marketing approach.
At Red House, our model has an important—if occasionally painful—twist.
