A Surprising Role Model for Turning Content Into Knowledge

Tweet I wrote this for Hammock Inc.’s Idea Email. Because an Idea Email is sent every other week to subscribers across the United States and globally, we try to keep our references universal, not local. But when something big happens a few blocks from the Nashville office we call Hammock HQ, we can’t help wanting […]

‘I Want to Know’ Moments & ‘I Want to Buy’ Moments

TweetOn 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 […]

Why Customers Are Willing to Pay Not to See Your Ads

Tweet 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 […]

How would you define your content strategy?

Tweet“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 […]