Insights: Uncategorized

The number one complaint about B2B copy? The content is too wordy. In boils down to one simple fact: The more difficult the copy is to digest, the less value it will have to your audiences. When developing content for a B2B audience, whether it’s for sales collateral or content marketing, it is crucial to … Continue reading “How to Write Copy for B2B Marketing”

Rapidly developing variations of AI programs such as Chat GPT are revolutionizing the way that we create content. Chat GPT transforms the way that we interact with and compile information to create content for our businesses and brands. Chat GPT specifically uses a very expansive knowledge base to transform questions asked in natural, everyday language … Continue reading “Pros & Cons: The Evolution of AI-Driven Content”

As we have discussed before, AI platforms such as Chat GPT are rapidly taking up more space and grabbing people’s attention in the world of marketing. Algorithms that can out-perform humans, and that can spawn their own brand of intelligence are intimidating, although certainly not a viable replacement for humans and work produced by human … Continue reading “AI & Its Value in Building Products Marketing”

Before 2020, social media use had been trending toward a slow decline, with concerns over screen time, false information and threats to quality in-person interaction. But the pandemic renewed its relevance in one swift stroke when we quite literally couldn’t interact in person. In 2020, Americans social media use jumped to 82 minutes per day … Continue reading “3 Metrics to Help Bolster Your Social Campaigns”

The commercial design industry has seen a significant shift in recent years towards designs that prioritize the well-being of a building’s occupants. We see new trends emerging in our offices, hospitality spaces, and even public transit. As a result, occupant wellness has become a top priority for many commercial architects, interior designers, and building owners. … Continue reading “How Healthy Are We Building?”

Occupant wellbeing and sustainability are at the forefront of interior design today. The A&D community are increasingly turning to design strategies and building products that benefit both people and planet. With Earth Day upon us, now is a good time to be thinking about the ways to communicate how your products empower the architects and … Continue reading “Biophilic Design Trends: Harnessing the Power of Earth Day in Product Marketing”

From exteriors to interiors this year’s New York Build Expo was full of innovative products from  forward-thinking manufacturers. But we were also struck by many of the panel discussions—ideas that are helping to propel the building industry and its people forward. Here’s a recap of some of the most important topics.   Diversity, Equity & Inclusion … Continue reading “The Best Ideas from New York Build Expo 2023”

Like all trade shows, the 2023 New York Build Expo had its share of fun (we’re looking at you, 10-foot-tall walking plant). But between the bar and the DJ and the dapper violinist ripping out pop jams on a clear violin, the Javits Center in New York City was filled with intelligent ideas and industry-leading … Continue reading “New York Build Expo 2023 Exhibitor Roundup”

As its name suggests, evergreen content, when well executed, it never loses its relevance or vibrance. Evergreen content always finds ways to transcend the buzz of trends, fads, and seasonality in the building products industry. Incorporating evergreen content into your marketing strategy has proven time and time again to make a considerable difference in the … Continue reading “Biggest Bang for the Buck: Evergreen Content”