The latest issue of B-to-B tackles the topic of social media as a revenue-generating marketing channel—more specifically, can social media be a revenue-generating marketing channel?
The article features opinions from experts on both sides. It seems the jury is still out, but nothing sums up the dilemma better than this quote from Matt Ceniceros, who runs FedEx’s Citizenship Blog:
“If you look at social media as a channel instead of a new frontier, it becomes more tangible. From a media relationship standpoint, the way we talk to print isn’t the same way we talk to broadcast, for example. As the business world becomes more sophisticated in using social media, its special way of being addressed will become more sophisticated as well.”
We couldn’t agree more.

Among the many weird Facebook groups springing up every day—“I bet this pickle can get more fans than Nickelback” is a recent gem—one grabbed this editor’s attention: “’Let’s eat Grandma!’ or, ‘Let’s eat, Grandma!’ Punctuation saves lives.”
As long as punctuation continues to make a difference in Grandmas’ lives everywhere, good proofreaders will be necessary. But how do Hammock editors and designers keep our proofing wits about us, especially if it’s something we’ve read, edited and commented on a hundred times? From the well-proven strategies to the unusual ones, here’s how we keep those proofing pencils sharp.

Want to attract customers with your content marketing? One of the first steps to hooking readers is making sure that everything you publish is polished and error-free. Blogger Sean Rasmussen recommends these steps when editing online content:
•Let it rest. Don’t rush to publish. After writing something, let it some time pass between your first draft and final edit. You’ll be more likely to catch errors this way.
•Proof carefully. Always run spell-check, but remember it’s not foolproof. Read your text thoroughly and ask someone else to proof it, too, so another set of eyes can catch what yours may have missed.
•Preview before publishing. If you’re adding content to a system that allows you to do this, take advantage of it and check for proper formatting, line breaks and photo placement.
•Content first, SEO second. You want to drive search engines to your sales page, but don’t put SEO keywords ahead of producing quality content. Write the piece first—and then add the keywords.

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.

Is your company doing a good job executing your content marketing strategy? Are you struggling to find the resources to carry out all of your plans? Are you unsure about whether your content strategy is effective?
Today companies who provide relevant and engaging content for their customers and prospects are positioning themselves ideally to retain and attract new sales. That’s why it’s not a surprise that according to the results of the recent Junta42 Content Marketing Spending Survey, content marketing accounts for one out of every three marketing dollars spent. Having a content marketing strategy is important, but execution is key. Here are five tips on how to improve your content marketing implementation from interactive marketing strategist Heidi Cohen:

Still relying on old forms of media to get the word out about your business? If so, your content marketing strategy needs an update.
The mindset of prospective customers and buyers is evolving, says content marketing blogger Bernie Borges. An integrated approach of old and new is needed to get this audience to fully connect with your brand.
So, what exactly would such an approach look like? It could mean forging ahead with a brick-and-mortar trade show, while using blogs, Facebook, Twitter, Flickr and YouTube to engage an audience before, during and after the event. (Hammock managed a similar old/new media blending with Association Media & Publishing last year.)
For more practical ways to take these old media formats–phone, print ad, tradeshows and direct mail–and convert them to new media marketing, read more of Borges’ article here.

Here’s one for the doesn’t surprise us folder: Social media usage in content marketing jumped 500 percent in two years, according to a new Junta 42 study.
Other content products that have seen the biggest increases since 2008 are blogs, online video and eBooks, followed by digital magazines, podcasts and microsites.
Does this mean your company should be using the hottest tools and ditching the least popular ones? Not at all. What it means is that there are a lot more ways to communicate with your audience these days.

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.

Are your content marketing efforts hitting a wall? Does it seem like your e-mail blasts and newsletters disappear into cyberspace? Do your carefully crafted Tweets, status updates and posts feel like a waste of time?
The truth is converting content into cash is easy, but it takes getting into the skin of your readers and winning their trust and friendship. Here are secrets on how to do this from online business blogger Dan Ohis:

A recent interview with Joe Pulizzi of Junta42 provides some great insight into the role of content today in the marketplace and why companies are looking to outsource the creation of this content to experts in custom media and content marketing. Today companies can’t rely on their customers to tell their story. They need their own custom content to tell their story, and then as Joe points out, “great content should spawn useful user-generated content.”
Here are Joe’s keys to success in content marketing: