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 also needed to be painted. And so on and so on. Success became about making the entire house look as good as possible.

By Rex Hammock

Last year I wrote, “Despite a constant stream of predictions from experts that ‘podcasting is dead,’ I still believe the golden age of customer-focused podcasting is ahead of us.”

Since the earliest moments of podcasting, I have been a true believer in its long-range potential as a cornerstone of any content marketing strategy. But until recently, I’ve been cautious about advising clients to make the medium the central focus of their content market strategy.

By: John Lavey | Hammock President/COO

The best kind of content is content that helps your customer solve problems and find greater success in what they do. In short, providing help not hype. Newly released data shows that high-quality content is more important than ever.

A recent report on B2B content consumption from Netline offers fascinating insights into the digital content consumption habits of decision-makers across a variety of industries.

By Rex Hammock

For the past several years, Hammock has produced multiple digital media campaigns in various forms and formats, all with different marketing goals and purposes.

Early in the digital content era, many of these efforts were aimed at some type of lead generation or thought leadership. Today, marketers have discovered that content can—and should—play a central role in any ongoing marketing and communications program, from supporting a public policy effort to launching a new product to providing a constant flow of sales support in the form of video, social media and presentation materials.

By: John Lavey | Hammock President/COO

When I first saw someone present about gamification at a conference, I thought the concept was silly. Gamification uses elements of video games, like scoring points or earning tokens, to enhance a customer’s experience and increase their engagement with digital content.

But time has proven me wrong. I underestimated how powerful gamification can be to help create engaging content, change behaviors and deliver powerful results.

By Rex Hammock

This past weekend, 600,000 people visited Nashville to experience the NFL Draft live. In addition to all those cowboy boots on the ground, some 49 million NFL fans viewed the event via seven cable networks and an array of Disney digital properties.

If you’re not an NFL fan, pause now and let this next sentence sink in: There was no actual football game being played at this event—other than the game in which 32 billionaire owners select 254 players who hope to be millionaires soon.

By Steve Sullivan

Deciding on partners to help your business is a tough job. We must all decide: Is this function core to our business, or can we benefit from outside help?

By Rex Hammock

In the past, there were only a few paid media metrics that revealed the effectiveness of advertising. Two of the classics were “reach” and “frequency.” Reach was the potential audience size reached by an advertising campaign and frequency was the potential number of times a customer would come in contact with the ad.

By: John Lavey | Hammock President/COO

Often in a first meeting, I sit with a pad and a pen, listening and taking notes. Paging back through my notes, two words emerge from first conversations with healthcare business-to-business marketers more than any other: “thought leadership.”

Is this a hardware store? An art gallery? An upscale restaurant? Yes.

By Rex Hammock

Never has there been so many options for developing deep and lasting relationships with great numbers of customers. Today, the options for how to serve those customers are, literally, everywhere.