There’s only one expert who can determine success of the media and content you create for your customers and prospects.

That expert is not found in your C-suite or the departments that oversee marketing, communications, sales or technology. Nor is that expert a consultant, agency, thought leader, keynote speaker, guru or sender of Idea emails.

By John Lavey | Hammock President and COO

A typical sales call never goes exactly as planned. You may have worked hard to ensure that all decision-makers would be in the room for your presentation. Only after you arrive, do you sometimes learn that a key attendee won’t be present.

Someone typically minimizes the importance of the absence, remarking, “Just email your presentation deck, and we’ll share that with [missing person].” This statement should set off alarm bells in your mind. However well-intended that statement may be, don’t head down that path.

By Rex Hammock, CEO

Because an Idea Email is sent every other week to subscribers across the United States and globally, we try to keep our references universal, not local. But when something big happens a few blocks from the Nashville office we call Hammock HQ, we can’t help wanting to share.

And no, I’m not talking about the unprecedented way in which locals (including us) have gone nuts over the success of the Nashville Predators and their first appearance in the finals of the NHL Stanley Cup Playoff (#GoPreds).

By John Lavey | Hammock President and COO

Accept the reality that your competitors will have a shot at making a case to your prospective customer. Embracing that idea can give you a powerful content opportunity: helping your prospect shop.

By Rex Hammock, CEO

From its ho-hum reception by critics and moviegoers, I may be the only person you know who has seen the social media-themed film, The Circle. Despite excellent performances by Tom Hanks and Emma Watson, its dystopian plot lacks some key backstory elements that make the Dave Eggers novel on which it is based a far more compelling story. 

When you compare a corporation’s website from the early web era (the late 1990s) to the same company’s current website, you can easily recognize the DNA of the early site in the 2017 model.

For example, if you use the Internet Archive’s Wayback Machine to view the 2001 version of Ford.com you’ll immediately be blown away by the dramatic changes in aesthetics and “wow” factors.

By John Lavey | Hammock President and COO

Recently I joined some members of our church on a Habitat for Humanity building project. I was part of a four-person team whose job was to hang exterior siding.

Another team from our church was a group of retired men. Since it was so hot, I was concerned about the other team, as I expected them to struggle to keep up.

Daughters of the American Revolution recently launched a new Facebook page for its magazine, American Spirit. Hammock has been a proud publications partner with DAR for more than 14 years, and we’re excited about this new way of interacting with our loyal and engaged audience.

The new page helps readers interact with other readers, receive updates on the latest issue and discover behind-the-scenes details of how stories were crafted.

“All businesses are media businesses.”

That axiom sure sounds believable in 2017. Being a media company means you have the ability to create and distribute your message directly to any audience, without having to pay a toll to intermediaries.

By John Lavey | Hammock President and COO

Joe Pulizzi, founder of the Content Marketing Institute and author of the book Content Inc., recently paid a visit to Nashville. Pulizzi offered great insights for marketers, particularly those who are looking to launch content marketing efforts for their companies.

More than 100 healthcare marketers were in attendance. Here are seven points Pulizzi made that we at Hammock subscribe to wholeheartedly.