You’d be hard-pressed to find an outfit more devoted to tradition than the United States Marine Corps, but on the other hand, they didn’t get through almost 235 years of existence by failing to innovate.
In that spirit, the 87-year-old Marine Corps League, the nation’s only federally chartered Marine Corps-related veterans organization, came to Hammock Inc. four years ago seeking to reinvigorate their member magazine as part of a campaign to increase recruitment and retention.
As we reported a couple years ago, Semper Fi, the magazine of the Marine Corps League™, has been an essential tool for that campaign. It’s also proved to be a versatile tool for Marine Corps League programs, and a casebook example of objective-based content. Here is how we’ve done it:

For the United States Marine Corps, February 23 is a hallowed day. On that date in 1945, Marines in two separate actions raised the American flag atop Mt. Suribachi on a desolate little Pacific island called Iwo Jima.

The first flag-raising was captured by Marine photographer Lou Lowery. It’s a gritty, stark image that shows a rifleman guarding the detail and conveys a sense of the desperate danger that hung over the battle which had begun on 19 February and would last more than another month.

But this flag was too small to see well from below where it could be worth your life to raise your head, so a second detail was sent up the peak to raise a larger flag.

The second flag raising was photographed by Joe Rosenthal, and it gave the Corps an icon for the ages, and a thrill of hope to America and a war-weary world. The photo showed five Marines and a Navy Corpsman struggling to drive the flagpole into the stony ground.

Soon, the image flashed around the world; it won the Pulitzer Prize and has become one of the most reproduced photos of all time and was the basis for the Marine Corps War Memorial in Arlington, VA.

For Marines, the image is a solemn reminder of all Leathernecks who have fought and died, from the American Revolution to Marjah in Afghanistan. Those WWII battles in the Pacific were all bloody, vicious affairs but Iwo Jima still ranks as the bloodiest in the Corps’ proud history.

The March-April issue of Semper Fi Magazine which we produce for the Marine Corps League salutes League members who fought on those black sand beaches. Now in their 80s and even 90s, they are becoming an increasingly rare national treasure.

If you know an Iwo Jima survivor, perhaps he will tell you something of his experience there. Many do not choose to recall those days, however, and their silence in itself speaks volumes. In any event, thank him.

As kids, most of us loved listening to stories, and as adults, we’re still suckers for a story well told. Since the beginning of time, people have used stories to entertain, educate and inspire. Stories that used to be carved into stone, written on parchment or recited around a campfire can now be shared through a podcast, told through a Tweet or portrayed through an interactive slideshow or video. All you need is one great story. If you have that, you can find dozens of different ways to tell it, depending on your audience and your outlet for sharing it.
Storytelling, at its most basic definition, is using words, images and sounds to convey events. In print, this often takes the form of telling or explaining; in video, showing; and in online media, demonstrating and engaging. But whether you’re conveying your story through a simple blog post or a multimedia package complete with clickable graphics, live video streaming and Flash animation, you’ll succeed at captivating your audience if you follow these five tried-and-true storytelling principles:

The word content today means many things: Writing, photography, video, illustrations, design, interactive games, apps and data. Content can refer to a wide variety of media, also, from beautiful coffee-table magazines to how-to videos appearing on the web.
Because marketers are discovering that the difference between success and failure is often the quality, strategy and measurement of an organization’s content, we’ve decided to more clearly define our services by using the term “content marketing” to stress the solutions and support we can provide our clients.

In a salute to February’s Black History Month, American Spirit‘s January/February issue features recently discovered information on Eunice Davis, recognized as the first and only known Real Daughter of color. More than a century after her death, DAR historians are delving into the life of this fascinating and passionate anti-slavery activist and community volunteer.

Davis–among the few women with the designation “Real” Daughter, or members of the DAR who were just a single generation removed from a Revolutionary War Patriot–was a founding member of the Boston Female Anti-Slavery Society and helped catapult it to the forefront of women’s abolition groups in the 1830s. Her home was even a station on the Underground Railroad.

Marines have always been amphibious warriors, usually striking from the sea onto dry land. At the 2010 Marine West Expo aboard Camp Pendleton, CA, a powerful winter storm did just that to the hundreds of vendors displaying the latest in military gear under a large tent. The storm swept ashore Jan. 26, the night before the show opened, and driving rain seeped into the carpeting under the exhibits.

We agree with the magazine experts at Foliomag.com who are predicting that content’s role for publishers this year will expand and grow. The creation and execution of targeted content will be a huge asset for publishers and will help them connect with their readers who are looking to access content not only in a variety of places, but also with different platforms and tools.

“It will be imperative to respond to the readers needs—where, when and in the format they prefer—or see yourself being pushed out of the market. Print will still play a flagship role for most magazine enterprises, but there will be a continued drive to expand existing channels including print magazines and newsletters, digital magazines and e-newsletters, mobile, Web sites, blogs, podcasts, virtual events, video and many others.”

Christmastime is magical at Tryon Palace, the Georgian-style palace in historic New Bern, N.C., gracing the November/December issue of American Spirit, the magazine we publish for the Daughters of the American Revolution.

Once known as the finest public building in the Colonies, the palace, which was built around 1770 as the royal governor’s home and North Carolina’s first permanent capitol, hasn’t always been so radiant. It was reduced to ruins, until local preservationists launched a campaign to resurrect it. Thanks to their tenacity and the discovery of the original architect’s plans, the palace still enchants the public today, 50 years after its restoration.

There are mobile apps, video, social media and online content. Oh, and the magazine itself. Magazine readers want their content, and they want it the way they want it.
A recent article on foliomag.com on the topic came as no real surprise to us.

Patriotism is a regular topic in many of the magazines we publish at Hammock Inc.: Semper Fi, the magazine for the Marine Corps League; American Spirit, the magazine for the Daughters of the American Revolution; and Foundations, which we publish for the families of the Army National Guard. Now we can add one more title to that list.
In the October/November issue of MyBusiness, the magazine we publish for the National Federation of Independent Business, we honor small business owners with a military background in the feature Heroes of Small Business. They share how serving their country has helped them serve their customers.