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.

For example, if you use the Internet Archive’s Wayback Machine to view the 2001 version of Ford.com you’ll immediately be blown away by the dramatic changes in aesthetics and “wow” factors.

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Hammock Healthcare
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:

  1. The appropriate audience to reach
  2. How to deliver content your audience values
  3. How content influences decision makers
  4. How to build relationships with customers over a long sales cycle
  5. How to ensure your sales content is effective
  6. How to communicate in a time of change
  7. 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.

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Hammock Idea Ebook

Outcome Marketing:
Using direct-to-customer media and content to build long-term marketing relationships

In a marketplace of commodity products with similar features, the most powerful way to market a product or service is to go beyond selling and start helping customers use those features to reach their goals.

In Hammock’s new Idea Ebook, Outcome Marketing: Using direct-to-customer media and content to build long-term marketing relationships, you will learn about this powerful form of marketing that does not focus on products, services or features. Instead, outcome marketing focuses on the goals and outcomes that customers want to reach or accomplish.

Cover_red_blueThe May/June issue of American Spirit*, the national magazine of the Daughters of the American Revolution (DAR), visits Lasell Hall, owned by Schoharie DAR Chapter, Schoharie, N.Y. The home, in DAR’s hands since 1912, was severely damaged during the flooding from 2011’s Hurricane Irene. The building has become a signature restoration project for FEMA, but that agency wasn’t the only one to lend funds or a helping hand. Chapter members and the entire community came together to restore the circa-1795 home, including reinstating the original floor plan and many historic paint colors.

Screen Shot 2016-04-21 at 4.38.54 PMRecently, Hammock helped its long-time client HealthTrust launch reSOURCEs, a new section of HealthTrust’s public website. The site features insightful and helpful related to the healthcare supply chain, industry topics and clinical best practices—all topics of relevance to HealthTrust membership. Materials managers, clinicians and healthcare executives can explore relevant articles and insights from industry authorities, healthcare professionals and HealthTrust subject matter experts.

The site provides fast access to stories originally in the print version of The Source, HealthTrust’s member magazine that Hammock helps publish every quarter. The site also provides a channel for HealthTrust experts and Hammock healthcare writers share fresh outlooks on current challenges and opportunities facing healthcare professionals in the supply chain.

JanFeb2016American Spirit*, the national magazine of the Daughters of the American Revolution (DAR), has a strong track record of spotlighting unique preservation efforts of DAR members and others dedicated to restoring the nation’s iconic places.

For the January/February 2016 issue, our cover subject is Ferry Farm, the site of George Washington’s boyhood home. After spending almost a century as an endangered site, Ferry Farm is rising again, as a team of archaeologists, historians and volunteers with the George Washington Foundation work to reconstruct the circa-1740 house and uncover new information about the early life of America’s first commander in chief. DAR members have so far raised more than $125,000 for the restoration.

Because of American Spirit’s focus on the lives of Patriots, we don’t often talk about the lives of Loyalists. Some faced mob violence and property seizures because of their allegiance to the Crown, and others changed their allegiances throughout the war depending on their treatment. Fearing persecution after the Revolutionary War, thousands of Loyalists fled to Canada, where they faced new hardships before becoming a vital part of the fabric of their new country.

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The current Idea Email
 explains how and why ad-blocking isn’t just a browser plug-in hack. Blocking ads is also a multi-billion dollar business. It’s based on the notion that advertising doesn’t always need to be at the transaction intersection when dollars are exchanged for content. Oftentimes, customers become so overwhelmed by the crush of ads on the internet and traditional media, they are more than willing to pay media companies for the chance to view (listen to, watch, read) ad-free content.

And many media companies have learned that there are billions of dollars in potential revenue in allowing people to pay for ad-free content, rather than subjecting them to personalized ads or the sheer magnitude of ads that appear on a web page.

Here are some examples of ad-free content providers and how they make money (or hope to).