Every two years during the weeks leading up to the first Tuesday in November, the phrase “ground game” spikes on Google (see chart, below).
By Rex Hammock
I’m honored when people call Hammock Inc. one of the agencies that pioneered content marketing. (This month marks our 23rd anniversary.) However, I’ve always felt the term “content marketing” can be confusing when it’s applied to everything from blogging and social media to animated kitten GIFs. Unfortunately, when a term is used to label anything, it can start to mean very little.
In a perfect content marketing world, the content that works—that helps accomplish the specific business objective that led to its creation and deployment—would be easy to pick out. But when it comes to content marketing, the outcome sought by the marketer rarely can be attributed to a single customer interaction. Determining whether it works is the result of multiple interactions between marketer and customer.