By Rex Hammock

Nearly 30 years ago, when Hammock first started helping clients develop recurring media programs for association members, customers or enthusiasts, the term “service journalism” was used more than it is today. Typically, the phrase refers to a type of magazine or website that focuses on the how-tos of a topic or passion. For example, Better Homes and Gardens is a quintessential service magazine for several generations of readers.

By: John Lavey | Hammock President/COO

Last week’s article, “Why 2019 Will be the Year of Healthcare Content Marketing” outlines the many reasons healthcare providers, in particular, need to think about shifting their budgets toward “a more content-centric strategy.”

“Hospitals and health systems are uniquely positioned to deliver compelling content that drives not only audience insights, but business results,” the writer says. Healthcare providers are naturally strong content marketers because they have access to so many subject matter experts. These experts, when paired with good storytelling marketers, can deliver “reputable answers to some of the most common and pressing questions patients are asking.”

By Rex Hammock

At Hammock, we use the terms “chronological” and “contextual” to describe two types of information a company should provide as part of an effective content strategy. Here’s how we define those terms:

By: John Lavey | Hammock President/COO

The dramatic shift from print to digital media, one of the big marketing stories in our lifetimes, happened to coincide with the Great Recession that lasted from 2007 to 2009.

Marketers were more careful with dollars coming out of the Recession and for good reason. There were fewer of those dollars. Cheaper was appealing. And what better way for wary marketers to spend their dollars then on areas where they would be able to see the impact of their spend.

By Rex Hammock

During the past decade, people like me who live in Nashville have witnessed a fascinating phenomenon. While Nashville had been known for a couple of styles of food (scorching spicy chicken and comfort food served at meat-and-threes), the city was never considered a food mecca.

That has changed dramatically.

By: John Lavey | Hammock President/COO

Whether or not you make New Year’s resolutions, we likely all could stand to change a habit or two when it comes to our health. Most of us know what we have to do, but we don’t always know how to make the change.

Changing habits is an important topic not only for those of us who want to improve our health, but also for those of us involved in creating content to encourage patients to become healthier.

By Rex Hammock

This week marks our 150th Idea Email. (Here’s the complete archive.) Until now, we’ve never included New Year’s resolutions for people who market with content and customer media. Pick and choose from these 10 content marketing resolutions for 2019 as needed—or, if you’re feeling especially productive, tackle all 10.

Healthcare Technology Trends
How We Overestimate Tech’s Short-Term Impact and Underestimate Its Long-Term Impact

During the next few weeks, you’ll be seeing lots of articles listing the most important stories of 2018 and predictions for 2019 healthcare trends. Here’s our prediction: There will be very little difference between last year’s and this year’s predictions.


Why? Trends don’t happen in predictable blocks of time. Usually the things we think are speeding past us are actually moving quite slow. A technology trend can take decades—20 years, some experts say—to mature into something that’s viable, usable or real. (Has anyone yet to see a self-driving car on the street in your town?)


By Rex Hammock

Yesterday, the social media dashboard Hootsuite issued a report predicting 2019’s most important social media trends for brands and businesses. It bases its predictions on a survey of large and small social media departments and agencies.

It’s worth a read, but here are its five trends boiled down to one sentence each.

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.