By Rex Hammock, CEO

Glancing around our offices today, I see people working on projects ranging from the development of a historical documentary about a national association to a monthly customized print newsletter for a network of 60+ wellness programs. Others are working on an Ebook series supported by a social media strategy, while yet another is working on the popular website we created and maintain, SmallBusiness.com. And still others are putting the finishing touches on the next issue of an award-winning national magazine we’ve published for a client for the past 15 years.


For various reasons, the deadlines of marketers and content managers are often the first day of January. Over the past 26 years, Hammock has learned that crunch-time, fast-approaching finish lines can’t be crossed alone—it’s a collaborative effort involving not only our clients and our on-staff team, but also a network of talented creators, editors, producers and other supplier partners. It also takes a burst of virtual adrenaline that comes from working together to make it across the finish line in an award-winning fashion. It’s similar to the bursts these five amazing winners found in incredible photo finishes.

By John Lavey | Hammock President and COO

Is your content strategy strictly focused on generating leads and using social channels to push out content? One new study suggests that what may be successful in the short term may actually undermine your customer relationships in the long term.

 

Helping our clients finish year-end content and media projects reminded me of some of my favorite last-minute sports finishes. Of course there are many incredible moments, but these are five of my favorites—including one I witnessed in person.

But here’s a cautionary note: Don’t wait until the last minute to start your year-end projects. It’s amazing what collaborative teamwork can accomplish, but the process works best with a cushion of a couple of months. Or, as we’re saying this year, it’s amazing how many types of content projects you can accomplish by January 1 if you begin on November 1.

During the hectic fourth quarter of each year, we help companies and organizations with those must-do content and media projects they need to deliver by year’s end. For the last 25 years, we’ve developed processes and resources that enable us to complete major projects by January 1 if we begin by November 1. Here’s how.

By Rex Hammock, CEO

Here are two quick stories about learning to play a musical instrument that illustrate the difference between marketing content used to close a transaction—and the kind used to create a lifelong relationship.

By John Lavey | Hammock President and COO

What are companies that are very successful with content marketing doing right? What about companies that are less successful?

The B2B Content Marketing: Benchmarks, Budgets and Trends—a comprehensive survey of more than 1,000 companies of different sizes and across different industries—contains some useful data for healthcare marketers. It reveals the profile of B2B companies that are the most successful at using content marketing. The most successful companies view the following two qualities as most important:

By Rex Hammock, CEO

In the days after Hurricane Katrina, I was contacted by a friend in the magazine publishing field who was reaching out on behalf of a small publisher in New Orleans.

For the first time, the company’s five-person editorial and sales team was unable to gather at one location to work. Their office was under 5 feet of water, and employees had been forced to evacuate to other locations, some of which were hundreds of miles away.

By John Lavey | Hammock President and COO

Building a patient-centered healthcare system means creating highly satisfactory experiences in addition to healthy outcomes.

By Rex Hammock, CEO

“Content marketing” has become associated with everything from search engine optimization to lead generation. But sometimes its most powerful role is overlooked—content is often what separates a leading product from its competitors. In this role, content isn’t just a way to market a product, but part of the product itself.