By John Lavey | Hammock President and COO

When it comes to executing a successful content-based lead generation strategy aimed at healthcare professionals, the first challenge is developing the type of must-have information that can help these professionals fill knowledge gaps and carry out their responsibilities.

Since most healthcare professionals’ inbox are already filled with offers for such material, here are five tips for converting your must-have information into the start of conversations with prospective clients.

In an Idea Email sent in 2013, we suggested that a möobius strip, or infinity loop, is the best graphical representation of the customer journey, or the “customer life cycle.” We like the möobius metaphor because it demonstrates there are two distinct states of being a customer:

By John Lavey | Hammock President and COO

I recently met with leaders of a healthcare company who told me they had been purchasing articles for their website from a large provider of medical content. But rather than improving their search engine results, the content kept scoring lower and lower. Upon analysis, we discovered that Google was penalizing the company’s site because its content appeared on numerous other sites. In other words, they had filled their site with duplicate content.

By Rex Hammock
Founder and CEO

I used to hear adults complain about the way teenagers’ symbol-laden language was taking over communication. I don’t hear that complaint anymore. Those adults now text me complaints. 😉

I am fascinated with the evolution of the symbolic text we are using @ 🏠  & @ 🛠. Of course, emojis are the most pervasive examples of symbols replacing letters, words, and phrases. But I’m more interested in the evolution of what I describe as business and professional “font icons.”

“Every time you see duct tape in the world, that’s a design opportunity. Why? Because that’s an indicator that something is broken. Something didn’t perform the way it is designed to. And there is an opportunity to improve it.” — Joe Gebbia, Airbnb

A Hammock team joined 42,287 of the “best and brightest minds in health and IT” at the HIMSS 2017 conference this week in Orlando. The mile-long exhibit floor featured eye-popping technology and next-gen innovations from 1,200 vendors, including Hammock clients Amplion and emids.

The following is a guest post from Elizabeth Partridge, Magazine Publications Coordinator at the Daughters of the American Revolution (DAR). For more than a decade, Hammock has proudly partnered with DAR to publish American Spirit magazine and Daughters newsletter. This post first appeared on the Today’s DAR blog

Documentation is such an important aspect of obtaining DAR membership, and many older records required for admission into the organization may be difficult to read, require extensive preservation or may even be lost or missing. With that in mind, the January/February 2017 issue of American Spirit features stories that spotlight the importance of historical documents and resources and also highlights the work of archivists who preserve and protect them.

Our cover story, “The Art of Early American Handwriting,” details the history of early American script and offers a few tricks to decode historical handwriting. The most important rule? Don’t assume anything! A feature on the War of 1812 Pensions shows how these vital records provide a direct link to the past and what several organizations including Ancestry.com, the National Archives and Fold3 are doing to help preserve and digitize them.

By Rex Hammock
Founder and CEO

Earlier this week, the craft and handmade marketplace Etsy announced that, in April, it will be launching a new B2B marketplace to expand the services the company provides to its maker/sellers. In addition to its current emphasis on helping members sell their products, the new Etsy Studio will provide members easy, direct access to vendors they use to create their crafts and other products.

Happy Valentine’s Day! For the folks here at Hammock headquarters, today started like any other Tuesday. Well, that is, until a special visitor dropped by the office around 9:30.

If you know me at all, then you know I am a hardcore Nashville Predators fan. On the windowsill behind my desk, I have three signed hockey pucks, a miniature autographed helmet, a miniature autographed hockey stick, a sticker and two bobbleheads.

So imagine my surprise and excitement when Gnash—the Predators’ lovable saber-tooth tiger—entered the building dressed as Cupid. There was no doubt who he was coming to see—after all, who at Hammock loves the Predators more than me, right? It turns out my husband, Stephen, arranged this dancing/singing telegram more than a week ago. He called Natalie, our office manager, to check my calendar and make her aware that someone was coming by the office. 

Gnash danced as Frank Sinatra serenaded me from an iPod. He gave me a bag of Predators goodies, a box of chocolate, Popcornopolis popcorn and a Hat Trick bouquet (three red roses). We tried dancing, too, but I have to be honest: Dancing with a saber-tooth tiger can be a bit difficult. I have to say, though, that this may be my favorite gift ever. Stephen has never been able to surprise me with a gift, so this was the best. 

By John Lavey | Hammock President and COO

All parts of the marketing mix have their strengths: Data informs. Advertising connects. Content—done well—activates your audience. Engaging customers can be a worthy goal for content marketing. When it comes to lead generation content, though, you want to create an action. Those actions are more likely to occur when you take a sound process and approach to content, instead of merely lobbing content out into the wide blue internet.

By Rex Hammock
Founder and CEO

About 20 years ago, a Hammock editor made a witty observation that instantly became one of our company’s long-running inside jokes. During a conversation about some wonkish technology trend, the staffer said with a great deal of faux seriousness, “I know I’m going out on a limb here, but I predict that computers will keep getting smaller, and the internet will keep getting faster.” In many subsequent tech discussions, we ask that “futurist,” now the company’s president and COO, to remind us of his tongue-in-cheek prediction.

Funny thing, he was right.