By John Lavey | Hammock President and COO

One of my goals for 2021 is to help people understand the full scope of content marketing and what it can do for an organization. Content marketing tends to get pigeonholed as “thought leadership” or “lead generation,” or “search engine optimization.”  While it is those things, it’s much more than that. 

Content marketing should sustain and nurture all the steps along your customer’s journey. And this doesn’t always mean it’s necessary to create a larger content marketing budget (although it probably should) but it does mean that content marketing should be thought of more holistically. 

By Rex Hammock, CEO

There are several fascinating conversations about how the pandemic will change something forever. After I heard one such conversation regarding Zoom, I wanted to share my opinion on the topic.

Here’s what I think.

By John Lavey | Hammock President and COO

Content marketing, and what it means to marketers, is in the eye of the beholder. But in our experience at Hammock, it tends to be defined more narrowly than what it is, and more importantly, used more narrowly than what it can do to build relationships.

I go back to this definition: Content marketing is the ability to deliver solutions directly to customers anywhere they are in the life cycle, from your prospects to your most loyal customers, using a variety of media.

By John Lavey | Hammock President and COO

The economic disruption that has accompanied the COVID-19 pandemic reminds me of the Great Recession (2007–2009). We endured that experience and came through wiser for it. But we also know, with the benefit of hindsight, that a confluence of content marketing forces happened in those years that shaped the way we work today.

Are there patterns for healthcare content marketers taking shape right now that we can start to see? 

By Rex Hammock, CEO

(This Idea Email is part of a new series of “explainers” that will answer some of the questions we often receive about various forms of content used by marketers to create opportunities, solve challenges, build long-term relationships and provide a myriad of other solutions. A version of this Idea Email was published on October 12, 2010.)

Since the earliest days of using the term “content marketing,” there has been confusion and debate over what the phrase means. In an article for the Content Marketing Institute, author Michael Brenner explains that one reason for the confusion is that “using content for marketing” and “creating content” mean different things.

By Rex Hammock, CEO

“What is the most powerful form of marketing?”

It’s these three simple words: “Help, not hype.”

We’ve written about it before, but it never fails to amaze us. When disaster strikes, people want to help in any way they can.

By: John Lavey | Hammock President/COO

Having customers tell your company’s story is one of the most compelling forms of content marketing.  Research shows that case studies are the most effective form of content when trying to reach prospects later along the customer journey, at the stage of evaluation and purchase.

Though case studies are clearly valuable, our clients often tell us about their struggle to find customers willing to participate. Why?

By Rex Hammock, CEO

Since the earliest days of using the term “content marketing,” there has been confusion and debate over what the phrase means. In an article for the Content Marketing Institute, author Michael Brenner explains that one reason for the confusion is that “using content for marketing” and “creating content” mean different things.

By: John Lavey | Hammock President/COO

A common complaint about websites is they don’t clearly and explicitly convey a company’s mission and goals. In fact, one of the worst things to hear about your own site is,  “I looked through it, but I still don’t know what you do.”

By Rex Hammock, CEO

The term “influencer” is one of those internet-era buzzwords that consumer-focused marketers use in the way business-to-business marketers use the term “thought leaders.”

In reality, these individuals have always existed. The newness of their influence is the way many have discovered how to circumvent the traditional gateways of media and celebrity.