All parts of the marketing mix have their strengths: Data informs. Advertising connects. Content—done well—activates your audience. Engaging customers can be a worthy goal for content marketing. When it comes to lead generation content, though, you want to create action. Those actions are more likely to occur when you take a sound process and approach to content, instead of merely tossing out content into the wide blue web.

By: John Lavey | Hammock President/COO

At Hammock, we are fortunate to be in a field at the crossroads of two technologies that impact the way we live and work:

By: John Lavey | Hammock President/COO

I started working in media in the early 1990s. In those days, the content we created was driven to someone’s house in the early morning and tossed on the driveway. Today, the content we create can be consumed by someone on her mobile device as she flies to Europe.

By: John Lavey | Hammock President/COO

With all the divisive news out of Washington lately, you might be tempted to think that no other institution has lost more trust in the eyes of Americans than the U.S. Congress. You’d be wrong. There is an institution seen as even less reliable: our medical system.

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.

By John Lavey | Hammock President/COO

I had dinner with an old friend last night. As we caught up, we swapped stories about lots of things, including the health of our parents. We both have parents with heart issues who were treated in the same hospital—Inova Fairfax Hospital—near where we grew up.

This morning, my friend sent me an article about Inova Fairfax. It’s a beautiful story about two teenagers who received heart transplants in the same hospital on the same day, then years later, fell in love.

By John Lavey | Hammock President/COO

A colleague recently decided to replace a rotting windowsill. He didn’t want to hire someone, so he researched what he needed to do, talked to friends who had experience, then did it himself.

As soon as he finished the windowsill, he noticed he needed to paint the window frame. As soon as he painted the window, he noticed the other windows in the house needed to be painted. And so on and so on. Success became about making the entire house look as good as possible.

By John Lavey | Hammock President/COO

Earlier this week at a client’s healthcare conference, the featured keynote speaker was Super Bowl-winning quarterback Peyton Manning. What interested me most in his remarks was how he, as one of the greatest NFL quarterbacks of all time, remained so devoted to learning throughout the course of his career. And that willingness to learn was described as one aspect of what made him an outstanding leader.

By John Lavey | Hammock President/COO

Reports circulated last week that one in three GoFundMe campaigns were set up to help people pay medical bills is an amazing—though depressing—statistic. According to the CEO of the popular crowdsourced fundraising platform, more than $650 million is raised on the site every year for medical bills alone. And, in the past eight years since it began, the site has raised more than $5 billion from 50 million donations.

By John Lavey | Hammock President/COO

You’ve heard a lot about marketing personas, but how well do you understand their power and potential? Simply put, personas are fictional representations, or proxies, of your customers. By humanizing your audience and zeroing in on their particular interests, personas can be helpful marketing tools for creating more relevant and engaging content.