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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.
Forbes Magazine recently recognized Hammock’s founder, Rex Hammock, as a leading voice in the field of content marketing. In an article published in late October, Rex described how Hammock uses content to build brand loyalty and tell stories to create long-term relationships with customers.
Rex discusses the challenges of defining content marketing, explains the best way to use content and pulls no punches in calling out good and bad uses of content marketing. The industry pioneer also shares the most effective customer-marketing components that have been the secret to Hammock’s success over the past 27 years.
To read more of Rex’s expert observations on content marketing, find the full article here.
Last week we showed you five amazing photo finishes—to inspire you to meet your year-end content marketing deadlines with style and flair—and show you how collaborating with Hammock can help you cross the finish line in an award-winning fashion.
Today’s inspiration comes from the realm of basketball—the buzzer beater. You probably have a favorite—that last-second dunk or half-court shot drained right as the shot clock expires and the buzzer sounds. It’s that fraction of a second when a long-shot contender knocks off a No. 1 seed and grabs the championship. A “buzzer-beating” finish is pure excitement—but it takes a smart, talented, hard-working team to set up those winning shots.
For various reasons, the deadlines of marketers and content managers are often the first day of January. Over the past 26 years, Hammock has learned that crunch-time, fast-approaching finish lines can’t be crossed alone—it’s a collaborative effort involving not only our clients and our on-staff team, but also a network of talented creators, editors, producers and other supplier partners. It also takes a burst of virtual adrenaline that comes from working together to make it across the finish line in an award-winning fashion. It’s similar to the bursts these five amazing winners found in incredible photo finishes.
Helping our clients finish year-end content and media projects reminded me of some of my favorite last-minute sports finishes. Of course there are many incredible moments, but these are five of my favorites—including one I witnessed in person.
But here’s a cautionary note: Don’t wait until the last minute to start your year-end projects. It’s amazing what collaborative teamwork can accomplish, but the process works best with a cushion of a couple of months. Or, as we’re saying this year, it’s amazing how many types of content projects you can accomplish by January 1 if you begin on November 1.
During the hectic fourth quarter of each year, we help companies and organizations with those must-do content and media projects they need to deliver by year’s end. For the last 25 years, we’ve developed processes and resources that enable us to complete major projects by January 1 if we begin by November 1. Here’s how.
Last week we somehow missed the news that Hammock won a fourth APEX award, this one on behalf of its client BNP Solutions.
BNP Media’s eBook on Integrated Media Campaigns won an APEX award of excellence in the category of Electronic Publications.
When you compare a corporation’s website from the early web era (the late 1990s) to the same company’s current website, you can easily recognize the DNA of the early site in the 2017 model.
Idea Ebook | Book 1
Using Content to Support Sales to Healthcare Providers
Successful marketing and sales to healthcare providers—and building enduring relationships—requires helping your customer along a journey from problem to solution. Developing lead generation content is the first stage in the customer journey, but an enduring relationship with customers goes far beyond this first stage.
The Ebook, Using Content to Support Sales to Healthcare Providers, provides ideas on:
- The appropriate audience to reach
- How to deliver content your audience values
- How content influences decision makers
- How to build relationships with customers over a long sales cycle
- How to ensure your sales content is effective
- How to communicate in a time of change
- How to ensure your content is seen
Learn this and more by downloading Using Content to Support Sales to Healthcare Providers, the first in the Hammock Healthcare Media series, A Healthcare Marketer’s Guide to Enduring Customer Relationships.