By John Lavey | Hammock President/COO

How can content be used to support account-based marketing (ABM)? We defined ABM in an earlier Idea Email this year, and as the concept has gained traction, we thought it deserved a closer look.

This month marks the beginning of Hammock Inc.’s 25th year as a marketing services company focused exclusively on what is now called “content marketing.” During the last 25 years, we’ve been able to work with many great clients in developing all forms of print and digital media used to build long-lasting relationships with their customers. 

One important thing we’ve learned during the past quarter-century is that unlike traditional advertising, customer media and content can play an important role throughout the relationship between marketer and customer. To explain what we mean, we’ve published the Hammock Idea eBook, Content Along the Customer Journey. You can download it below.

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 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.