How to Capture More Customers

With B2B Content Marketing

Attract and Retain Customers by Providing Vital Information that Helps them Succeed

By Joe Pulizzi, Founder Junta42 | Content Marketing Institute

Presented in Partnership with

Capture, Captivate Customers with
B2B Content Marketing
The job of business-to-business (B2B) marketing remains the same as it always has: to get more customers to
buy from you.

Unfortunately, that job has become much more difficult as customers have changed the way in which they make
buying decisions--and how they react to traditional marketing and advertising.

What’s changed is the type of marketing required to get the job done. That change centers on the discipline of
content marketing, which has begun to replace old-fashioned marketing methods.

In fact, we are at a marketing inflexion point every bit as important as the ascent of television in the 1950s. Back
then, those marketers who mastered the new medium prospered for decades to come. Those that floundered fell
far behind.

And, so it is with the content marketing revolution. Mastering this new discipline is vital to the survival of every
company offering business-to-business solutions.

Smart B2B marketers in companies of all sizes are putting content marketing to work to acquire and retain customers
while outmaneuvering their less savvy competitors. Now, more than one-quarter of the average B2B marketer’s
budget goes toward content marketing. (Junta42/MarketingProfs 2010)

Content Marketing has become a natural solution for companies with a customer-centric approach to
communications. Those companies understand their customers’ most pressing problems, the information they need,
and the kinds of products and services that will provide just the right solution for those customers.

In the end, it comes down to helping their customers succeed. By providing compelling and relevant content, these
B2B marketers are taking the essential first step in achieving that objective.

According to the Junta42/MarketingProfs B2B Content Marketing: 2010 Benchmarks, Budgets and Trends Survey:
• 90% of B2B companies are leveraging content marketing
• Content marketing is now 26% of the total marketing budget
• Most B2B marketers are increasing their content marketing budget in the next 12 months

Like it or not, B2B marketers are acting more like publishers today – both a challenge and a clear opportunity for
B2B companies of all sizes.

Content Marketing now comprises more than 25% of the

total marketing budget for B2B companies.*
*Source: Junta42/MarketingProfs 2010

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Why Content Marketing Builds on the
Foundation of Traditional Marketing
Traditional marketing has come under strain as basic buying behavior has changed dramatically. But by integrat-
ing traditional approaches with effective content strategies, business-to-business marketers can achieve the
best of both worlds.

Today’s business buyers still receive much of their information from print trade publications, trade
shows, sales calls and professional colleagues. But that’s changing. B2B decision makers now rely
on a broad range of print and online information resources, many of which are offered by product and
service providers, rather than media companies.

Buyer habits have also changed in another critical way. Buyers no longer follow the old information-gathering path
that led toward a purchase. That might typically go from a magazine or direct marketing piece to a reader service card
– or perhaps a phone call to a vendor in the case of an urgent need.

Today, prospective purchasers now go directly online for information.

According to ThomasNet, 93.4% of buyers who are looking for products and services search the Web first for every-
thing they need to know before they ever contact a prospective vendor. And 91% of them will leave your site if you
don’t provide enough information to answer their buying-related questions.

Think of it this way: your buyers are still leveraging media to narrow down their vendor choices, but today they are
doing it completely differently than before. That means they are engaging in blogs, eNewsletters, social media, videos
and more before ever needing to contact your salesperson. And, in most cases, they are waiting to contact your com-
pany directly until the very end of the process.

But there is an opportunity here. Those vendors who provide consistently credible and compelling content will rise to
the top of the search process. They will be best positioned to create and maintain customers from all those desperate
information seekers.

This new buyer behavior affects every business-to-business organization. And, it requires a brand new content mar-
keting mindset that is all about providing vital content that helps customers succeed.

New buyer behavior affects every business-to-business organization. It requires a

brand new content marketing mindset that is all about providing vital content that
helps customers succeed.

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What is Content Marketing and Why is it
so Important?
Content marketing is a marketing technique of creating and distributing relevant and valuable
content to attract, acquire and engage a clearly-defined and understood target audience - with the
objective of driving profitable customer action.

This extends way beyond the offering of product information, and into the realm of best practices, case studies,
success stories, thought leadership and more. Once you have delivered relevant content, you become a trusted
resource. You begin as a source of information and continue as a source of products and services.

By delivering content that is vital and relevant to your target market, you will begin to take on an important role in their lives.

Content marketing enables companies to build a level of trust among their customers that makes it easy for those
customers to buy.

This is easy to say but hard to do because it almost certainly means changing the way you think and act about
marketing. Of course, once your customers are ready to buy, it remains essential to provide complete product and
service information. But, in a content marketing world, the information emphasis is first on delivering content that
benefits your customers and, at the same time, positions your company as a thought and product leader.

Core Content Marketing Concepts

• Only content that is intrinsically valuable to your customers will work as a core component of your content marketing
strategy. Tailor your message and the content vehicle to the needs and interests of different customer types.
• You must have a thorough understanding of your customers and what is most important to them. Without
understanding their problems, you cannot provide precise solutions. What are their pain points?
• A comprehensive content marketing plan must be integrated with overall sales and marketing strategy in order to
deliver powerful results.
• You may reduce some traditional marketing expenses, but will also need to invest appropriately to create enough
quality content of the right type to generate the desired return to meet your objectives.
• Motivate your customers to participate actively with the content that you create in print, online and in-person. Begin
a conversation and keep it going in order to earn your customers’ loyalty and trust.
• Great content is just the first step in turning prospects into customers. You must then make it easy for them to buy.
Include complete product and service information as well as calls to action so your prospects engage with you on
the path to purchase.
• Create a dedicated internal or external team that lives and dies by the success of your content marketing program.
Who owns your content?
• Great design adds significant value to content marketing by making it more memorable, more accessible, more
appealing and more actionable.

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 Case Study:
Miller Electric Captures Customers
with Compelling Content

Miller Electric uses a range of content marketing

techniques to engage their customers and to move
them toward a purchase through the distribution
channel. The company believes that their first
priority is to understand their customer.

They have a clear focus on capturing customer

information and on providing niche content to
different customer segments. This is important
because they have a broad-based constituency
which ranges from hobbyist welders to
professionals who work on skyscrapers, race cars
or airplanes.

Miller’s content marketing includes:

• A content-rich website with sophisticated product selection tools that help buyers decide exactly what
equipment is appropriate for their particular need.
• Several microsites that target the diverse interests of different types of welding and different industries.
• Their eNewsletter, Power Click, engages customers and keeps them coming back to the website.
• The Miller blog, Viewpoints, gets a prominent position on the homepage. Its tagline, Visit. Learn. Share., reflects
the spirit of the blog and draws dozens of comments on popular posts.
• Active customer forums contribute to a sense of community among Miller customers.

Content marketing results: MillerWelds.com, Miller’s main website, sees almost double the amount of traffic than the
leading welding online forum and the leading magazine combined.*

*Source, Compete.com, 8/20/10, MillerWelds.com 100,834 monthly unique visitors, WeldingWeb.com 55,091 monthly unique visitors,
WeldingDesign.com 4,295 monthly unique visitors.

Like it or not, we are all publishers today.

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How to Get Your Content Marketing
Strategy Started
The Conceptual Framework: To Succeed at Content Marketing, Think and Act Like a Publisher

How do you make that fundamental shift from traditional media-powered marketing to the delivery of great content
that will attract and retain loyal customers? That’s easy. Simply start thinking like a publisher.

When you boil it down, publishing is simple to explain and is the same whether in print, online or in-person:

Define Targeted Group of Buyers Deliver the Critical Information

through Multiple Channels

Determine Informational Needs Provide Calls to Action

around Content
Create Content that is Relevant
and Compelling Consistently Measure and
Adapt Program

1. First, define a critical group of buyers with a shared set of concerns.

2. Second, determine what information they really need and how they want to receive it.

3. Third, make sure that your content is both relevant and compelling so that it engages your buyers.

4. Fourth, deliver that critical information to that core group of buyers in the way they want to receive it.

5. Fifth, make it easy for them to take action to buy or to connect with you.

6. Sixth, continually measure how well you’re doing and adjust as you go.

For a traditional publisher, success means selling lots of ads and sponsorships. For a B2B marketer who begins to
think like a publisher, success means attracting and retaining lots of clients.

Digging into Content Marketing Details

6 Critical Content Marketing Questions You Must Ask and Answer to Succeed:
Why? Who? What? How? How often? How Much?

1. Why?: Why are you considering a content marketing strategy? Determine exactly what business goals you expect
to achieve by developing and deploying your content marketing strategy. Be clear about what you want to achieve
and the way in which it will integrate with your overall business objectives.

5
2. Who?: Who is your ideal target customer? Why are you targeting them? What are their most pressing concerns?
What critical problems do they face? What kind of organizations do they work for? Where do they sit in the
organization? You need to know them intimately before you launch a content marketing program.

3. What?: What information will you provide? Hot news? Big picture discussion of industry, product or service
issues? In-depth educational material? Decision support leading to purchase? Perhaps a blend of many types?

4. How?: How will you provide content? Which media vehicles will you use? Print? Online? In-person? Website?
Blog? eNewsletter? Magazine? Video? Webinar? Podcast?

5. How often?: How many times per year, per month, per week is right for your target buyers? Determine what’s
appropriate for each target group and each type of content. It’s important to maintain a level of consistency that
will generate results over time. Successful content marketing requires time and patience.

6. How much? What are your quantitative goals? How will you measure success? How will you know what isn’t
working? Be very clear from the beginning so that you and your executives can determine your effective ROI.

ORGANIZATIONAL GOALS FOR MEASUREMENT CRITERIA FOR

CONTENT MARKETING CONTENT MARKETING SUCCESS

Brand Awareness 78 % Web Traffic 56 %

Direct Sales 49 %
Customer Retention/Loyalty 69 % Sales Lead Quality 44 %
Lead Generation 63 % Qualitative Customer Feedback 44 %
Sales Lead Quantity 36 %
Customer Recruitment 61% SEO Ranking 28 %
Increased Customer Loyalty 28 %
Website Traffic 55 % Benchmark Lift in Company Awareness 27%
26 %
Thought Leadership 52% Benchmark Lift in Product/Service Awareness
Inbound Links 24 %
Sales 51% Cross Selling 20 %
Cost Savings 13 %
Lead Management/Nurturing 37%
0 10 20 30 40 50 60
0 100

B2B Content Marketing: 2010 Benchmarks, Budgets B2B Content Marketing: 2010 Benchmarks, Budgets
and Trends | MarketingProfs/Junta42 and Trends | MarketingProfs/Junta42

6
Top 10 Types of Content Marketing
• Print magazines can be powerful weapons in your content marketing arsenal. They enable you to reach out to
your customers with precision, offering carefully targeted messages that are totally under your control. But, they
require a significant investment in production and mailing to your target audience. Best for:
 Companies in information-rich industries such as insurance, banking or healthcare
 Companies with robust, highly-targeted databases

• Print newsletters can be a cost-effective way to provide customer-centric information. Designed to be visually
appealing and easy to consume, they may be as short as one or two pages or up to 12 pages or more. Best for:
 Reaching buyers who aren’t yet Internet savvy
 Reaching customers who don’t work within an online environment
 Companies with extensive mailing lists

• White papers may be created either for print or for online purposes in PDF format. They focus on topics or issues
that require a lot of explanation. Although they tend to cover technical topics, they may extend to any number of
subjects. They’re perfect for demonstrating thought leadership on hot issues that are vital to your buyers. Best for:
 Technically complex products or services
 Educating prospects on new ideas or changing trends

• Microsites may stand alone or be integrated with your primary website. They are designed to provide highly-
targeted information for a particular subset of your customers or a specific issue. Keeping your microsite current
and integrating it with a blog enhance its effectiveness dramatically. Best for:
 Attracting a niche audience needing in-depth information
 Demonstrating your deep knowledge of a market or product niche
 Landing sites for e-mail or online marketing campaigns

• Business blogs, typically integrated with your corporate website, enable you to provide timely and relevant
information to current and future customers. They encourage open and honest feedback that enhances customer
engagement with your company. Best for:
 Building customer communities around targeted topics and issues
 Anchoring a social media strategy
 Enhancing your search engine “findability”

• E-books are typically longer than white papers, designed in landscape format, and highly visual with lots of
graphics and images to draw in the reader. Most often created in PDF format, they are easy to pass along from
prospect to prospect on the Internet. Best for:
 Organizations needing to promote their thought leaders
 B2B companies that want to highlight their content with a little design flair
 Establishing company thought leadership on a particular topic

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• eNewsletters are an ideal way to reach out to your customers in a highly targeted way by delivering content that
matches their information needs precisely. This permission-based content allows you to communicate regularly
with customers and prospects. ENewsletters are also excellent for driving traffic back to your website or microsite.
By leveraging technology and your customer database, you can personalize messages and content for each
individual. Best for:
 Businesses that need to consistently touch their customers
 Nurturing customers through a long sales cycle
 Companies with extensive opt-in e-mail lists

• Webinars provide an excellent opportunity to demonstrate your company’s thought leadership in an environment
that encourages two-way communication and instant feedback. They’re perfect both for tracking new customers
and retaining existing customers. Best for:
 Sharing knowledge with customers and prospects
 Demonstrating thought leadership
 Enabling interactive Q&A

CONTENT MARKETING USAGE (BY TACTIC)

n=985

3 Media (excluding blogs) 79 %

3 % Social
%
Telecom
Education Article Posting 78 %
In-Person Events 62 %
eNewsletters 61%
Case Studies 55 %
Blogs 51%
White Papers 43 %
Webinars/Webcasts 42 %
Print Magazines 42 %
Videos 41%
Promoting Content in Traditional Media 31%
Microsites 30 %

Print Newsletters 25 %
Research Reports 23 %
Data-Driven Content Marketing 21%
Podcasts 16 %

Digital Magazines 15 %
Mobile 11%
Virtual Conferences 11%

eBooks 9 %

0 10 20 30 40 50 60 70 80 90 100

B2B Content Marketing: 2010 Benchmarks, Budgets and Trends | MarketingProfs/Junta42

8
• Videos can be integrated with your website and/or reside on sites like YouTube or Vimeo. They enable you to
convey a broad range of information from a discussion of hot issues to a demonstration of how to use your
products and services. They are inexpensive to create and easy for customers to share, thanks to readily-available
online tools. Best for:
 Creating messages that are both informative and entertaining
 Encouraging sharing among your customers and prospects
 Appealing to visual and auditory learners who prefer to see or hear rather than read

• Road shows and executive roundtables create the opportunity to demonstrate your thought leadership as you
help your customers improve their skills and expertise in areas that relate to the solutions you provide. By offering
truly educational information, you engender a strong degree of trust in a personal environment that can create or
strengthen long-term customer relationships. Best for:
 Demonstrating thought leadership in person
 Using education to expand brand awareness
 Using informative content to promote new or updated product versions
 Attracting high-level influencers and buyers

Once your content tactical plan is created, the possibilities for leveraging channels off of each other is
tremendous. For example, videos can be blog posts. Interviews for the magazine can be podcasts. Event content
can be magazine articles.

And don’t forget: content curation, or the collection and presentation of outside articles, blog posts and video, can
also be an important part of the content marketing mix.

On average, the larger the company, the greater the number of content marketing
tactics they use. The largest companies (those with over 1,000 employees)
use nine tactics, and the smallest companies (those with fewer than 10 employees)
use six tactics.*

*Source: Junta42/MarketingProfs 2010

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Why Content is the Engine of your
Social Media Strategy
Social media are online gathering places where users generate content to share with other users who may include
friends, colleagues or the world at large. At the same time, social media empowers businesses to inform, listen to and
look after their customers.

Here’s why social media now serves such an important role in the
B2B content marketing continuum:

1. Your customers are using social media to make buying decisions. Millions of web users, both in
the business-to-consumer and business-to-business markets, are reading blogs and listening to podcasts daily.
According to Nielsen, buyers now spend more time on social networks than they do reading email. They are relying
increasingly on social media for buying information in the B2B universe. A Facebook page, a series of creative
YouTube videos or a set of informative podcasts may be just the ticket to prove that you are the best choice to
provide essential solutions.

2. Social media enables caring, convenient, and quick customer communication. By establishing conduits
for two-way dialogue in venues such as blogs, Facebook and Twitter, you can reach out to your customers and they
can reach out to you. You can achieve instantaneous response to key sales and marketing initiatives that would
have been impossible just a few years ago.

3. Smart news organizations are reinforcing the legitimacy of social media. The New York Times, the Wall
Street Journal, and almost certainly your local newspaper have made social media fundamental to how they learn,
report and connect with readers. Just as it is working for them, it will work for business-to-business marketers who
have become the new media.

Effective content marketers spend 30% of their marketing budgets on content

initiatives versus ineffective content marketers, who spend just 18%.*

*Source: Junta42/MarketingProfs 2010

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4. Social media driven by compelling content is a cost-effective marketing tool. The required financial
investment in creating a blog, a Facebook page or a podcast, for example, can be extremely low compared to a
traditional media program. The real investment will be in time and thought required to craft a social media campaign
that complements your content marketing strategy. You may need to hire specific content creation resources either
internally or externally.

5. Social media marketing is no longer optional. Your competitors are actively participating. Organizations as
diverse as manufacturers, accountants, insurance companies and consultants are using blogs, podcasts, videos,
and user communities such as Facebook and Twitter to demonstrate their expertise and thought leadership. Failing
to integrate social media with your content marketing leaves you at a severe disadvantage.

According to Hubspot, those companies who blog (the base for social media) are four times more likely to be found
by prospects than those companies that do not blog. Those companies who distribute their content through social
media are achieving a competitive advantage over those that don’t.

PERCENTAGE OF MARKETERS WHO USE VARIOUS

SOCIAL MEDIA SITES TO DISTRIBUTE CONTENT

Twitter 55 %
Facebook 54 %
LinkedIn 51%
YouTube 38 %
Other 8%

0 100

B2B Content Marketing: 2010 Benchmarks, Budgets and Trends | MarketingProfs/Junta42

11
Putting It All Together:
Now it’s time to get to work.

Here’s a checklist to get you up and running successfully on your business-to-business content marketing journey.

B2B Content Marketing Action Checklist

• Gather a dedicated content marketing team to develop your content marketing strategy. This could be made up of
both employees and outside consultants.

• Conduct an assessment of what you are producing now, as well as what content is being developed elsewhere in
your company which you may not be publishing.

• Design a high-level content strategy that will provide a framework for each element of your tactical implementation.

• Determine in advance how you will quantify your content marketing objectives so that you can measure your
success and refine your strategies and tactics over time. Recommendation: Try to use the measurement system you
have in place now for other media.

• Prioritize your most important customer segments; that is, those customers who will be vital to future growth and
profitability.

• Determine the most pressing problems facing these top customers. If necessary, conduct formal research
among these customers to get the answers you need.

• Determine what content your company can provide that will offer solutions to those problems. The right content will
make you a trusted thought leader and ultimately the preferred solution provider to your ideal customers.

• Determine which content distribution tactics will enable you to convey your information most effectively to your
target customers (i.e., print, web, in-person, mobile or integrated). The checklist on page 7 of this white paper will
help you determine what tools to use and when they are appropriate.

51% of business marketers are planning to increase their investment in content

marketing over the next 12 months.*

*Source: Junta42/MarketingProfs 2010

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• Determine what internal and external resources you will need to execute your content marketing strategy over time.
You will almost certainly need some help for some of the more sophisticated and complex content elements.

• Create a budget adequate to achieve your content marketing objectives. Content marketing is highly effective and
cost efficient, but it’s not free. It may be necessary to reapportion marketing dollars.

• Create an annual editorial calendar to keep your content marketing on track. This is a best practice that every media
company uses so that they can provide consistent quality content for their readers. Update the calendar on an
ongoing basis.

• Assign responsibility and authority to an individual or a team to turn your content marketing strategy into reality.
That dedicated leadership is vital to content marketing success.

• Get senior management buy-in to assure support for your content marketing strategy. Only 7%
of effective marketers complain about lack of buy-in from higher-ups versus 23% of those who believe they are
less effective, who lament the same condition (Junta42/MarketingProfs 2010)

Final Thoughts:
You have an unprecedented opportunity to integrate content marketing as a core component of your business-
to-business marketing strategy. You will never have a better time to take action and race ahead of your less agile
competitors. By profiling your thought leadership ahead of your competitors’, you position yourself for market
leadership.

You must now become the new media so that you will fulfill the role of trusted information source in the minds of your
current and future customers. That is the vital first step to becoming their preferred source of products and services
for months and years to come.

Additional Resources
B2B Content Marketing: 2010 Benchmarks, Budgets and Trends
The most comprehensive B2B content marketing study to date, with over
1,000 business-to-business marketers surveyed.

The Content Marketing Playbook –

42 Ways to Connect with Customers
This complimentary ebook details 42 different
types of distribution methods for your content AND
gives you at least one case study for each one.

13
About Junta42 and the Content Marketing Institute
Junta42, the independent authority on content marketing, brings clients and vendors together through its custom
publishing service, replacing the lengthy RFP process. Project posting is free and clients receive vendor information in
less than 24 hours. Content projects include custom magazines, content microsites, blogs, white papers, eNewsletters
and over 20 other custom content project categories.

Junta42’s Content Marketing Institute (CMI) is the leading corporate association dedicated to helping marketers with
their complex content marketing issues. CMI not only provides members with exclusive research and case studies, but
offers a customized membership program based on the specific content marketing issues of the member. For more
information on membership, email us at cmi@junta42.com.

The author of this white paper, Joe Pulizzi, is CEO of Z Squared Media LLC, which properties include Junta42 and the
Content Marketing Institute. Joe and Newt Barrett authored Get Content Get Customers (McGraw-Hill, 2009), THE
handbook for content marketing. Joe speaks around the world about the practice and process of content marketing.

About Hanley Wood Custom Solutions

Hanley Wood Custom Solutions provides quality content, business solutions and integrated marketing programs
through turn-key services, ranging from website development, custom communications and events, to audience devel-
opment, online media, training and research. Our goal is to produce innovative marketing programs and solutions that
deliver a client’s message to their most important customers. Whatever type of content, Hanley Wood Custom Solu-
tions can create and distribute it across an integrated media network. Clients are given unlimited access the custom
content for their own programs, events and websites.

No other media company has Hanley Wood’s expertise in creating custom content for the construction industry and
has direct access to the largest and most diverse audience of professionals.

For more information, contact Paul Tourbaf, VP Corporate Sales, ptourbaf@hanleywood.com or

Jennifer Pearce, GM Custom Solutions, jpearce@hanleywood.com.

About Hanley Wood

Hanley Wood, LLC, is the premier media and information company serving housing and construction. Through media
event and marketing platforms, the company produces award-winning magazines and websites, marquee trade shows
and events, rich data and custom marketing solutions. The company also is North America’s leading publisher of home
plans. Hanley Wood Business Media (Washington, D.C.), publishes more than 30 award-winning residential and com-
mercial construction titles, including metalmag, ecohome, BUILDER, REMODELING, CUSTOM HOME, ARCHITECT
and residential architect. Hanley Wood Business Media also offers the construction industry’s foremost collection of
websites, including BUILDER ONLINE, REMODELING ONLINE, and ebuild, the comprehensive online guide to building
products, as well as the largest collection of house plans online through eplans.com and Dream Home Source.

Founded in 1976, Hanley Wood is one of the ten largest B2B media companies in the United States. Hanley Wood is
owned by affiliates of JPMorgan Partners, which uses CCMP Capital Advisors to manage this investment.

© 2010 Z Squared Media LLC

14
About Junta42 and the Content Marketing Institute
Junta42, the independent authority on content marketing, brings clients and vendors together through its custom
publishing service, replacing the lengthy RFP process. Project posting is free and clients receive vendor information in
less than 24 hours. Content projects include custom magazines, content microsites, blogs, white papers, eNewsletters
and over 20 other custom content project categories.

Junta42’s Content Marketing Institute (CMI) is the leading corporate association dedicated to helping marketers with
their complex content marketing issues. CMI not only provides members with exclusive research and case studies, but
offers a customized membership program based on the specific content marketing issues of the member. For more
information on membership, email us at cmi@junta42.com.

The author of this white paper, Joe Pulizzi, is CEO of Z Squared Media LLC, which properties include Junta42 and the
Content Marketing Institute. Joe and Newt Barrett authored Get Content Get Customers (McGraw-Hill, 2009), THE
handbook for content marketing. Joe speaks around the world about the practice and process of content marketing.

About Hanley Wood Custom Solutions

Hanley Wood Custom Solutions provides quality content, business solutions and integrated marketing programs
through turn-key services, ranging from website development, custom communications and events, to audience devel-
opment, online media, training and research. Our goal is to produce innovative marketing programs and solutions that
deliver a client’s message to their most important customers. Whatever type of content, Hanley Wood Custom Solu-
tions can create and distribute it across an integrated media network. Clients are given unlimited access the custom
content for their own programs, events and websites.

No other media company has Hanley Wood’s expertise in creating custom content for the construction industry and
has direct access to the largest and most diverse audience of professionals.

For more information, contact Paul Tourbaf, VP Corporate Sales, ptourbaf@hanleywood.com or

Jennifer Pearce, GM Custom Solutions, jpearce@hanleywood.com.

About Hanley Wood

Hanley Wood, LLC, is the premier media and information company serving housing and construction. Through media
event and marketing platforms, the company produces award-winning magazines and websites, marquee trade shows
and events, rich data and custom marketing solutions. The company also is North America’s leading publisher of home
plans. Hanley Wood Business Media (Washington, D.C.), publishes more than 30 award-winning residential and com-
mercial construction titles, including metalmag, ecohome, BUILDER, REMODELING, CUSTOM HOME, ARCHITECT
and residential architect. Hanley Wood Business Media also offers the construction industry’s foremost collection of
websites, including BUILDER ONLINE, REMODELING ONLINE, and ebuild, the comprehensive online guide to building
products, as well as the largest collection of house plans online through eplans.com and Dream Home Source.

Founded in 1976, Hanley Wood is one of the ten largest B2B media companies in the United States. Hanley Wood is
owned by affiliates of JPMorgan Partners, which uses CCMP Capital Advisors to manage this investment.

© 2010 Z Squared Media LLC

14