By Rex Hammock

Next Monday, March 25, Apple is expected to release a wide array of media services. While the anticipated announcements sound similar to already-existing products (AppleTV, Hulu, Amazon Prime, etc.), Apple will likely have approaches and features that will make us rethink how we interact with such services. In other words, don’t just look for a predictable take on streaming video.

By Rex Hammock

Technology journalist Doc Searls has a simple way of explaining how media with the same format—the magazine format, for example—can be very different. The key to understanding the difference, he says, is by understanding the business model of various magazines.

By Rex Hammock

Several years ago on my personal blog, I poked fun at an essay written by a celebrity CEO. On her Tumblr page, she had shared a weekend experience during which she redesigned the company’s logo with a team of employees. (My favorite line of her post was, “Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy.”)

Graphic and corporate design are critical to content marketing. But such an exercise, as described in the essay, is an example of taking a good thing too far.

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 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 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 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.

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.

By Rex Hammock

On the Tuesday before each Thanksgiving,
we share this idea. And with it, we send our deepest thanks.

Not long ago, the most powerful word in marketing was the word FREE.
That era ended with the creation of filters that automatically translate that word into spam.

Now, we believe the most powerful word in marketing is THANKS.

By Rex Hammock

Perhaps you’ve heard the big news of the week. No, not the midterm elections. I’m referring to Amazon sending out a 70-page catalog promoting Christmas toys this year. A real catalog. The kind printed on paper pages, not displayed on web pages. The kind of catalog I used to look forward to every year about this time.