Hammock Inc. http://www.hammock.com/ en Copyright 2010 Wed, 17 Mar 2010 11:24:15 -0600 Why Content Marketing Audits are Critical Do you know how well your content is working for you? If you can't answer this question with confidence, you aren't alone. Most marketers today lack a clear idea of how their content is helping them meet their business objectives. But with all of the money and resources invested toward this content, they can't afford to be in the dark about how it's helping them meet their goals. Enter the content audit. At Hammock, we understand how important such an audit can be. That's why we provide services to evaluate how clients' current use of media and other content is working for them. Immediately after starting a relationship with a client, we conduct a Hammock Content Marketing Intelligence Report, a comprehensive look at which content is currently working and what changes are needed. This report involves an intake assessment, in which we collect all relevant information from the client for our research. (We provide a simple checklist of what we need so it’s a pretty painless process.) http://www.hammock.com/2010/03/why_content_marketing_audits_a.php http://www.hammock.com/2010/03/why_content_marketing_audits_a.php Do you know how well your content is working for you? Enter the Hammock content audit. We provide services to evaluate how clients' current use of media and other content is working for them. Content Marketing Wed, 17 Mar 2010 11:24:15 -0600 Why Measuring Matters Content Scale My first content marketing job failed, based on the measurements for success I established. I made my first magazine at the age of 10. It was a fanzine related to my enthusiasm for the Washington Diplomats, part of the long defunct North America Soccer League (NASL), and owner of the least poetic of all team nicknames, the Dips. I hand made the magazines and complied statistics about the teams, players and games of the NASL. My mother, who was a teacher, allowed me to use the mimeograph machine at her office to make a dozen slightly wet and purple copies, which were stapled. I brought the issues to school, and offered them for sale in a unit of my class that was devoted to helping us understand economics. We reserved two hours at the end of the day each Friday to buy and sell to our classmates. A guy named Sunil Chitra sold erasers with staples pushed in that could be used in our games of racecar before school. Sam Fowler made some sort of kettle popcorn. They met their goals. I know I bought from both of them. My foray into magazine publishing ended with two magazines sold. By the standards of how success could be measured in that situation, it was clearly a failure. Creating content today can be a pure passion (like fanzines about NASL soccer) for fun, or it can be used to drive business aims, in which case it must be measured for its effectiveness. Content today is just as critical to the growth of a business as capital or access to credit. But content has to move the needle, and we need marks to tell how far the needle has moved. At Hammock, we create custom content strategy based on our client’s goals and we benchmark and measure those things that we can influence and which drive the business goals. We then create and source the best content for the job. But that’s not enough. We set the marks with our clients, and track the movement of the needle every month, using custom reports to show how it’s working, and when necessary, make a course adjustment. It’s still great fun to be in a business of creating content. But you can’t buy popcorn or little eraser cars unless you can create content that works.]]> http://www.hammock.com/2010/03/why_measuring_matters.php http://www.hammock.com/2010/03/why_measuring_matters.php My first content marketing job failed, based on the measurements for success I established. I made my first magazine at the age of 10. It was a fanzine related to my enthusiasm for the Washington Diplomats, part of the... Content Marketing Sun, 14 Mar 2010 12:23:49 -0600 65th Anniversary of Iwo Jima's Capture cover.jpg"Uncommon valor was a common virtue." -- Fleet Admiral Chester W. Nimitz, USN, 16 March 1945. Guadalcanal. Bougainville. New Britain. Saipan. Tarawa. Peleliu. Guam. Tinian. Iwo Jima. Of all the names steeped in blood and honor during Marine campaigns of World War II, Iwo Jima has always resonated most deeply in the American imagination. The March-April issue of Semper Fi magazine, which we publish for the Marine Corps League, commemorates the American capture of that desolate little volcanic island. But neither casualty statistics nor the strategic importance of its airfields explains why Iwo Jima emerged as an icon. It’s the photograph … THE photograph. Joe Rosenthal’s image of four Marines and one Navy Corpsman raising the second American flag atop Mt. Suribachi flashed around the world days after the event. ]]> http://www.hammock.com/2010/03/65th_anniversary_of_iwo_jimas_1.php http://www.hammock.com/2010/03/65th_anniversary_of_iwo_jimas_1.php "Uncommon valor was a common virtue." -- Fleet Admiral Chester W. Nimitz, USN, 16 March 1945. Guadalcanal. Bougainville. New Britain. Saipan. Tarawa. Peleliu. Guam. Tinian. Iwo Jima. Of all the names steeped in blood and honor during Marine campaigns of... Magazines Thu, 04 Mar 2010 10:27:08 -0600 Snapshot of the American Spirit Process American Spirit, a history- and preservation-focused magazine Hammock publishes for the Daughters of the American Revolution. The upcoming May/June issue is a special one, as it will be distributed to all DAR members to commemorate the three-year term of President General Linda Gist Calvin. No two cycles of the magazine are the same, but here are roughly the steps the editors and designers take from initial story ideas to the magazine landing on the coffee table: ]]> http://www.hammock.com/2010/03/snapshot_of_the_american_spiri_1.php http://www.hammock.com/2010/03/snapshot_of_the_american_spiri_1.php Ever wonder how all the puzzle pieces come together to create a bimonthly publication? Take a peek into the process for American Spirit. Magazines Tue, 02 Mar 2010 23:04:19 -0600 American Spirit Shows Off Colonial Hairstyles and the Nation's Irish Pride March/April issue of American Spirit, the magazine we publish for the Daughters of the American Revolution, is for a story on 18th-century hairstyles. It's a relief to learn that an obsession with how our hair looks is far from a modern phenomenon. Our early American forefathers spent time and money on their hairstyles -- whether importing wigs from Europe or forming their own distinctly American looks. In our cover feature on “Revolutionary Hair,” readers learn more about big wigs, men in pigtails and the origin of the term powder rooms.
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]]> http://www.hammock.com/2010/03/american_spirit_shows_off_colo_1.php http://www.hammock.com/2010/03/american_spirit_shows_off_colo_1.php American Spirit boasts its Irish pride in a March/April feature on Irish-Americans, while revealing a flair for fashion in a story about 18th-century hairstyles. Magazines Tue, 02 Mar 2010 22:54:37 -0600 Making the Sale: Semper Fi Magazine Pitches for the Marine Corps League 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:]]> http://www.hammock.com/2010/02/making_the_sale_semper_fi_maga.php http://www.hammock.com/2010/02/making_the_sale_semper_fi_maga.php 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... Content Marketing Fri, 26 Feb 2010 08:55:47 -0600 Telling the Story: Keeping Your Content Fresh Whatever the Format 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: ]]> http://www.hammock.com/2010/02/telling_the_story_keeping_your.php http://www.hammock.com/2010/02/telling_the_story_keeping_your.php 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... Content Marketing Mon, 22 Feb 2010 14:13:47 -0600 Why Content Is Still King TripAdvisor.com almost every day to see if there were any new reviews about the hotel where I'll be staying. Yesterday, I got lucky. There was a new review, and after I read it I may have closed my eyes for a few seconds imagining myself kayaking in sunny Mexico. Man, I love TripAdvisor. It's not the lists of hotels or restaurants or the links to book your trip on Expedia.com that make TripAdvisor successful -- it's the traveler reviews offering first-hand knowledge and photos from people who have been where you want to go. It's unique, valuable content, and it's the reason I recommend the site to anyone telling me they're planning a vacation. So what can your business learn from a site with monthly visits in the millions? It's simple: Content is king.]]> http://www.hammock.com/2010/02/why_content_is_still_king.php http://www.hammock.com/2010/02/why_content_is_still_king.php I'm going on vacation next week, and for the last few weeks, I've gone to TripAdvisor.com almost every day to see if there were any new reviews about the hotel where I'll be staying. Yesterday, I got lucky. There was... Content Marketing Wed, 17 Feb 2010 08:56:28 -0600 Custom Publishing Council Shifts Name to Custom Content Council Custom Content Council logo
New focus, new name.
Back in the late 1990s, Hammock "Publishing" (our original name) helped to organize a small group of custom publishers into a fledgling trade and professional organization called the Custom Publishing Council. Back then, the member companies primarily published magazines for corporate clients. (Although, at Hammock, we had managed online communities since the Compuserve days.) But as I've noted on this blog recently, the scope of our work, and that of our fellow custom publishers, has broadened to include a wide variety of media beyond magazines -- video, audio, all forms of online, digital, interactive and social media.]]> http://www.hammock.com/2010/02/custom_publishing_council_shif_1.php http://www.hammock.com/2010/02/custom_publishing_council_shif_1.php New focus, new name. Back in the late 1990s, Hammock "Publishing" (our original name) helped to organize a small group of custom publishers into a fledgling trade and professional organization called the Custom Publishing Council. Back then, the member... News Tue, 16 Feb 2010 15:22:01 -0600 The Efficient Marketing Spend: Why Content Marketing Is Smart Your customers are busy. Preoccupied and stressed. They feel the strain of the economy. Despite the many distractions they face, you have to find a way to successfully connect with them. The key to that connection is content--but not just any content. By creating relevant, engaging and informational content you will find that not only will your prospects become customers, but also that you will build loyalty with your existing customers. http://www.hammock.com/2010/02/the_efficient_marketing_spend.php http://www.hammock.com/2010/02/the_efficient_marketing_spend.php Your customers are busy. Preoccupied and stressed. They feel the strain of the economy. Despite the many distractions they face, you have to find a way to successfully connect with them. The key to that connection is content--but not just... Content Marketing Mon, 15 Feb 2010 13:59:18 -0600 The Staggering Odds Against the Success of a Task Force hindenburg I've been in several meetings with marketers recently in which one person at the table will say something like "our digital strategy" and then, in a few moments, someone else at the table will start talking about "our internet strategy." Now you may think "digital" and "internet" mean the same thing, but consider this: If two people are having a conversation and there is a word that could be interpreted two ways, then the chances are one-in-four that they will understand what each other means.* ]]> http://www.hammock.com/2010/02/_ive_been_in_several.php http://www.hammock.com/2010/02/_ive_been_in_several.php I've been in several meetings with marketers recently in which one person at the table will say something like "our digital strategy" and then, in a few moments, someone else at the table will start talking about "our internet... Content Marketing Sun, 14 Feb 2010 13:20:48 -0600 Content Solutions Come in Creative Ways LL Bean bags (A similar post appeared on RexBlog this morning, but I wanted to share it here, as well.) This morning, I ran across one that is not only interesting -- it's inspiring. It's inspiring because it underscores the dramatic opportunities that exist when a content company doesn't let its legacy get in the way of its opportunity.]]> http://www.hammock.com/2010/02/_a_similar_post_appeared.php http://www.hammock.com/2010/02/_a_similar_post_appeared.php This morning, I ran across news that is not only interesting -- it's inspiring. It's inspiring because it underscores the dramatic opportunities that exist when a content company doesn't let its legacy get in the way of its opportunity. Content Marketing Thu, 11 Feb 2010 09:14:36 -0600 What Is Objective-Based Content Marketing? finish line 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.]]> http://www.hammock.com/2010/02/what_is_objectivebased_content.php http://www.hammock.com/2010/02/what_is_objectivebased_content.php Our craft at Hammock is to find or produce content that works to solve a specific challenge our clients have. We call it: objective-based content marketing. It's goal-oriented. It points our efforts in the direction of a finish line that our clients equate with success. Content Marketing Wed, 10 Feb 2010 15:58:38 -0600 American Spirit on the Case: Saluting Black History Month, Finding Female Ancestors 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.
Jan/Feb 2010 American Spirit
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.]]> http://www.hammock.com/2010/02/american_spirit_on_the_case_sa.php http://www.hammock.com/2010/02/american_spirit_on_the_case_sa.php 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... Magazines Mon, 08 Feb 2010 14:12:25 -0600 Marine West Expo 2010 ]]> http://www.hammock.com/2010/02/marine_west_expo_2010.php http://www.hammock.com/2010/02/marine_west_expo_2010.php 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... Hammock.com Wed, 03 Feb 2010 11:18:40 -0600