The Hammock 20th Anniversary Guides to Content that Works

cover of Hammock 2012 Content Marketing Budget GuideAs I’ve mentioned before on this blog, this year marks the 20th anniversary of Hammock Inc., the company that provides me the keyboard on which I type these blog posts. Since I don’t blog a lot about what we do at Hammock, I often get the question, “What exactly do you do?”

My short answer: “We’re a marketing services company that helps clients communicate directly with customers using different forms of media ranging from print magazines to online wikis.” If they still have a quizzical look after that answer, I’ll say, “We publish magazines.”

The one thread that runs through all our relationships with clients, and all of our projects and properties, is this: The services we provide are focused specifically on helping our clients create, deepen and lengthen their relationships with customers (or members, supporters, donors, etc.). Because building such relationships (vs., say, promoting a one-time clearance sale) involve long journeys, we don’t work with clients whose needs are one-time clearance sales.

As part of our 20th anniversary, Hammock is publishing a year-long series of eBooks called, The Hammock 20th Anniversary Guides to Content that Works. I wish I could say they are filled with wisdom we’ve learned from 20 years of successes. Unfortunately, some of the best lessons have come from failures.

The first guide in the series is being released today:

The 2012 Content Marketing Budget Guide: We’re all media companies now. How should our marketing budgets change?

Originally, we intended to wait until next summer to explore this topic — more close to the time of year when marketing budgets are first being planned. However, we decided to release it now so that marketers could have several months during the first part of the year considering content marketing within a new context or framework. (And where they might look for money to fund it.)

It’s not a how-to guide, it’s more a thought-framework guide, a term I just made up, so don’t look for it on Wikipedia. Whatever it is, I think that if you’re in marketing and you’ve read this far down into a RexBlog post, you’ll probably like it.

You can download the eBook at this URL: