I’ve now done something I never thought I’d have the chance to do: Follow up on a 20-year-old magazine cover story. And since I’ve only been on one magazine cover, this was my only shot.
A shout-out thanks to Tony Silber who conceived the original story “way back when” (about custom publishers going digital in 1996) and who thought it would be fun to compare the Q&A then, to what they might be today.
One thing I didn’t do 20 years ago was Tweet, but Hammock already managed a couple of web forums and a very active Compuserve group (I was the sysop). We were creating CD Rom projects and publishing branded magazines and books. It was those foundations that enabled me to “get” everything that has been built on such foundations.
There is so much that great content can do for marketers. Unfotunately, when marketers think that content is limited to SEO and lead generation, it’s hard to explain all the other benefits of great customer media and marketing with content.
Oh well, no doubt I’ll still be trying to explain that 20 years from now.
On Hammock’s Idea Blog, we’re discussing the two types of customer moments that marketers should prepare for by developing “content assets.” It’s similar to a concept in Hammock’s eBook Content Along the Customer Journey. Rather than thinking that marketing with content is a series of posts, tweets, likes, consider all the way content assests can be developed to reach customers at those times they want the information you can provide.
Google calls them:
1. I want to buy moments.
2. I want to know moments.
“I want to buy moments” are those situations where consumers have seen a TV ad or are trying to find the closest restaurant or drugstore. These are the moments for which consumers use Google most often.
“I want to know moments” are those situations where customers are doing research or product owners are trying to better understand something they’ve purchased. Because so many marketers don’t have the content that serves these customers’ “I want to know moments,” they’re turning to Google to find the answer.
Read more at Hammock.com’s Idea Blog
The current Hammock 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’s a link to a web version of the email..
“Content is kind of a wanky term, which we have got to reframe. It’s commoditized, overused and misunderstood. (Our approach is) brand expression, it’s storytelling. What we’re trying to do is be topical, be loved, be endearing, be enduring and always, always try to surprise and delight. That’s the outcome we desire, what keeps us up at night and excited.”
Chief Marketing Officer, Chobani
Successful marketing is about serving customers. Focus on that first, and you’ll discover a successful strategy for developing and using great content that will fulfill your brand promise and your organization’s mission.
I’m honored when people call Hammock Inc. one of the agencies that pioneered content marketing. (This month marks our 23rd anniversary.) However, I’ve always felt the term “content marketing” can be confusing when it’s applied to everything from blogging and social media to animated kitten GIFs. Unfortunately, when a term is used to label anything, it can start to mean very little.
(Continue Reading on Hammock.com…)