Hammock Inc. http://www.hammock.com/ en Copyright 2012 Thu, 05 Apr 2012 16:23:13 -0600 A new term for what we do: Marketing Services Do you recognize the guy with the cigar in the photo accompanying this post? He was a comic character, Raymond J. Johnson Jr., created by comedian Bill Sagula in the 1970s, who was forever introducing himself to anyone he'd meet with a string of names, like: "You can call me Ray. And you can call me Jay. And you call me Ray Jay. Etc." At Hammock, we are beginning to feel like Ray (or Jay or RJ, or RJJ)... ]]> http://www.hammock.com/2012/04/a_new_term_for_what_we_do_mark_1.php http://www.hammock.com/2012/04/a_new_term_for_what_we_do_mark_1.php Do you recognize the guy with the cigar in the photo accompanying this post? He was a comic character, Raymond J. Johnson Jr., created by comedian Bill Sagula in the 1970s, who was forever introducing himself to anyone he'd meet... Content Marketing Thu, 05 Apr 2012 16:23:13 -0600 American Spirit Does a Double Take of Martha Washington American Spirit’s March/April issue might surprise you--it's a young Martha Washington! Is this really what the very first first lady looked like in her 20s?]]> http://www.hammock.com/2012/02/martha_washington_in_a_double_1.php http://www.hammock.com/2012/02/martha_washington_in_a_double_1.php Our eye-catching cover girl for American Spirit’s March/April issue might surprise you--it's a young Martha Washington! Is this really what the very first first lady looked like in her 20s?... Magazines Mon, 27 Feb 2012 10:12:00 -0600 Four Commandments for Making Research Part of Every Company’s Content Marketing Plan enews_header.jpg By John Lavey, Hammock President & COO Knowing what you want to accomplish with content marketing requires research. But many marketers don’t spend the time to do the research, or don’t perform it thoughtfully enough to provide real value. Research specific to the exercise of creating content to accomplish business objectives is the foundation of a content marketing plan. Creating editorial slates or designs in advance of research is merely guessing, and an exercise in competing aesthetic sensibilities. In other words, it’s a waste of time. Four basic areas of research are required to build out a successful content marketing plan. These areas help fulfill the following critical marketing commandments:]]> http://www.hammock.com/2012/02/four_commandments_for_making_r.php http://www.hammock.com/2012/02/four_commandments_for_making_r.php By John Lavey, Hammock President & COO Knowing what you want to accomplish with content marketing requires research. But many marketers don’t spend the time to do the research, or don’t perform it thoughtfully enough to provide real value.... Content Marketing Thu, 16 Feb 2012 15:36:33 -0600 Google+ at six months. How is its ride on the hype cycle? googleplussix.jpgLast July, Hammock Labs issued a brief ebook (we called it an "ebrief") that reviewed and analyzed Google Plus. We were intrigued enough by Google’s brand-new service that we broke our rule of giving a new service and platform a break-in period before suggesting any client use it. When first launched, Google Plus was not open to company pages, so we suggested individuals log on with their Google accounts and try it out. Six months later, Google Plus’ public reception is a classic example of a new technology expectation curve called by some, the “hype cycle.” Rex has written about the hype cycle and the idea’s origin in the writings of futurist Paul Saffo. The process goes something like this:]]> http://www.hammock.com/2012/02/google_at_six_months_how_is_it_1.php http://www.hammock.com/2012/02/google_at_six_months_how_is_it_1.php Last July, Hammock Labs issued a brief ebook (we called it an "ebrief") that reviewed and analyzed Google Plus. We were intrigued enough by Google’s brand-new service that we broke our rule of giving a new service and platform a... Content Marketing Social Media Technology Thu, 16 Feb 2012 14:52:01 -0600 Get an A in American Spirit American Spirit homework, here's a quick recap of the latest three issues of the magazine Hammock publishes for the Daughters of the American Revolution.]]> http://www.hammock.com/2012/02/get_an_a_in_american_spirit_1.php http://www.hammock.com/2012/02/get_an_a_in_american_spirit_1.php If you're behind on your American Spirit homework, here's a quick recap of the latest three issues of the magazine Hammock publishes for the Daughters of the American Revolution.... Magazines Tue, 14 Feb 2012 16:09:15 -0600 Case study: How to Use an eBook for Lead Generation
20|20 Research eBook cover
Earlier this year 20|20 Research approached Hammock with the need to drive more qualified leads to its salesforce. We were already working with 20|20 executing an online content strategy with a clear objective: to position 20|20 Research as a thought leader in its industry while improving their organic search results on relevant search terms. This work included the management, creation and measurement of blog posts and research content for their online Learning Center.

20|20’s assignment to Hammock was to assist them in gathering contact information from potential clients that have a specific need for executing qualitative research.

]]> http://www.hammock.com/2011/12/case_study_how_to_use_an_ebook_1.php http://www.hammock.com/2011/12/case_study_how_to_use_an_ebook_1.php Earlier this year 20|20 Research approached Hammock with the need to drive more qualified leads to its salesforce. We were already working with 20|20 executing an online content strategy with a clear objective: to position 20|20 Research as a... Content Marketing Thu, 01 Dec 2011 12:38:59 -0600 Marine Corps League, WETA Aid PTSD-, TBI-Injured Warriors BrainlineMilitaryHelping Wounded Warriors heal is a major concern of our client The Marine Corps League. Recently, an article in Semper Fihttp://www.flickr.com/photos/hammock/sets/72157628038613170/show/, the League's member magazine that we publish reported on post-traumatic stress and traumatic brain injury. These often invisible wounds are what many call the signature wounds of the wars in Iraq and Afghanistan. The article " Binding the 'Invisible Wounds'" came to the attention of BrainlineMilitary.org, a service of WETA, the public TV and radio station in Washington, DC. ]]> http://www.hammock.com/2011/11/marine_corps_league_weta_aid_p.php http://www.hammock.com/2011/11/marine_corps_league_weta_aid_p.php Helping Wounded Warriors heal is a major concern of our client The Marine Corps League. Recently, an article in Semper Fihttp://www.flickr.com/photos/hammock/sets/72157628038613170/show/, the League's member magazine that we publish reported on post-traumatic stress and traumatic brain injury. These often invisible wounds... Magazines Tue, 29 Nov 2011 15:23:31 -0600 Reinventing Hammock Inc. rex-tn-qa.jpg The Nashville (TN) Tennessean recently profiled Hammock Inc. in an interview with founder Rex Hammock. The interview focused on how Hammock Inc. has revamped its approach to publishing "by no longer viewing publishing as producing products, but solving problems" for our clients, according to Rex, who confesses to being an "accidental-geek" in the interview.]]> http://www.hammock.com/2011/11/reinventing_hammock_inc.php http://www.hammock.com/2011/11/reinventing_hammock_inc.php The Nashville (TN) Tennessean recently profiled Hammock Inc. in an interview with founder Rex Hammock. The interview focused on how Hammock Inc. has revamped its approach to publishing "by no longer viewing publishing as producing products, but solving problems"... News Tue, 29 Nov 2011 12:25:35 -0600 Free eBook: The 2012 Content Marketing Budget Guide ebook-content-budget.gifFrom generating leads to building longer-lasting and closer relationships current customers, marketers are discovering that smart content, deployed strategically, is key to reaching a wide array of business objectives. Yet where in the marketing budget are such content strategies as "thought leadership," or customer-support video how-tos, email newsletters or recurring customer publications?]]> http://www.hammock.com/2011/11/free_ebook_the_2012_content_ma_1.php http://www.hammock.com/2011/11/free_ebook_the_2012_content_ma_1.php From generating leads to building longer-lasting and closer relationships current customers, marketers are discovering that smart content, deployed strategically, is key to reaching a wide array of business objectives. Yet where in the marketing budget are such content strategies as... Content Marketing Sun, 13 Nov 2011 14:43:34 -0600 Marine Corps Commandant "Keeping the Faith" MCL_0911_pcvr.jpg In a wide-ranging interview with Semper Fi, the magazine of the Marine Corps League, General James F. Amos, Commandant of the Marine Corps, discusses what's next for Leathernecks as the Corps begins replacing equipment worn out from two wars, preparing for future military and humanitarian missions, and recruiting new Marines while downsizing from more than 202,000 to around 187,000. Those last two items are the most important, General Amos told writer Otto Kreisher, because the Corps must keep faith with those who have served in it. From a look at the future of the Corps, Semper Fi looks back to the early days of the American Civil War, when a Marine battalion fought with the Union side at the First Battle of Bull Run (Manassas). In reporting on the battle's sesquicentennial, Writer Ross Simpson refutes an old accusation that the Marines ran away from the enemy. The September-October issue also takes a look at how Combat Cargo and Logistics Marines keep the Corps ready to move at a moment's notice, and how a new communications system may finally link up the entire battlefield. Hammock Inc. publishes Semper Fi for the Marine Corps. League. ]]> http://www.hammock.com/2011/09/marine_corps_commandant_keepin.php http://www.hammock.com/2011/09/marine_corps_commandant_keepin.php In a wide-ranging interview with Semper Fi, the magazine of the Marine Corps League, General James F. Amos, Commandant of the Marine Corps, discusses what's next for Leathernecks as the Corps begins replacing equipment worn out from two wars,... Magazines Mon, 19 Sep 2011 13:55:48 -0600 Can't keep up with all that Google+ hype? We can help. tennessean google plusToday's Tennessean has a front page article on the response in Middle Tennessee (our home stomping-grounds) to Google+. The interview, appropriately enough, took place using a Google+ video-conferencing feature called Hangout. I appreciate being asked to participate. ]]> http://www.hammock.com/2011/07/cant_keep_up_with_all_that_goo.php http://www.hammock.com/2011/07/cant_keep_up_with_all_that_goo.php Today's Tennessean has a front page article on the response in Middle Tennessee (our home stomping-grounds) to Google+. The interview, appropriately enough, took place using a Google+ video-conferencing feature called Hangout. I appreciate being asked to participate.... Content Marketing Social Media Thu, 28 Jul 2011 10:31:03 -0600 Chris Brogan Interviews Rex about Google+ a Lot More Chris Brogan invited Rex for a recent Skype interview about Google+, publishing, customer loyalty and the topic of "Helpability," something we'll be sharing more with you about on Hammock.com in the coming weeks. Elsewhere, Rex has said he's corrected the location of his webcam so that he won't appear so gigantic next time he's interviewed. However, we like the whole 1984 look. From the many positive comments on Chris's blog, it appears there are others who enjoy Rex's passion for new media and marketing advances:
]]> http://www.hammock.com/2011/07/chris_brogan_interviews_rex_ab_1.php http://www.hammock.com/2011/07/chris_brogan_interviews_rex_ab_1.php Social media and marketing rockstar Chris Brogan invited Rex for a recent Skype interview about Google+, publishing, customer loyalty and the topic of "Helpability," something we'll be sharing more with you about on Hammock.com in the coming weeks. Elsewhere, Rex... People Social Media Technology Thu, 14 Jul 2011 13:28:05 -0600 DAR, Hammock Celebrate 2 Birthdays in 'Grand' Style cvr1_ASJA11.jpg The July-August 2011 issue of American Spirit magazine, which we publish for the Daughters of the American Revolution, signals the magazine’s 10th birthday. We knew the cover would have to celebrate both that birthday and also the 235th Birthday of the United States of America. So we decided to bake the patriotic cake shown here which is adorned with iconic American images. What we didn’t know was that there’d be a gift coming for American Spirit and DAR. The magazine had begun arriving in mailboxes when we received word on June 28 that American Spirit had won its eighth Apex Award Grand Award. The announcement also fell on the eve of DAR’s annual Continental Congress held in Washington, D.C., American Spirit editor Jamie Roberts and Hammock ceo Rex Hammock are attending the Congress, so they delivered the good news and also joined in the dual birthday celebrations. One of the best-known and most celebrated women’s organizations in America, DAR has published a magazine continuously since 1892. American Spirit is the latest incarnation, honoring DAR’s core values of God, home and country. Each issue of American Spirit explores topics that support DAR’s dedication to historical preservation, promotion of education and encouragement of patriotic endeavor. Sponsored by the editors of Writing That Works: The Business Communications Report, the 23rd APEX Awards competition received 3,329 entries, including 529 in magazines and journals. Only 100 Grand Awards were issued. American Spirit was entered in the non-profit category, and the judges showered it with praise: “This is a spectacular magazine on so many levels. The use of typography is almost an art form in itself, photography is world class, and the feature articles are captivating." We feel much the same way, and, judging from rising circulation figures, so do our readers. And that takes the cake.]]> http://www.hammock.com/2011/06/dar_hammock_celebrate_2_birthd.php http://www.hammock.com/2011/06/dar_hammock_celebrate_2_birthd.php The July-August 2011 issue of American Spirit magazine, which we publish for the Daughters of the American Revolution, signals the magazine’s 10th birthday. We knew the cover would have to celebrate both that birthday and also the 235th Birthday... Awards Design Magazines News Wed, 29 Jun 2011 14:13:47 -0600 Marine South Expo 2011 With eyes on threatening skies, exhibitors and attendees thronged the 19th Annual Marine South Expo held April 27-28 aboard Marine Corps Base Camp Lejeune (that's pronounced "Luh-JERN") in Jacksonville, NC. The Expo is one of three annual gatherings of defense suppliers and Marines sponsored by Hammock client the Marine Corps League. This year some 200 vendors showed their wares to about 3,500 visitors. Attendees included active-duty Marines who frankly critiqued every item, from hardened computer network servers to waterproof socks. This kind of interaction is the reason for the Expos, said Lt. Gen. John M. Paxton, Commanding General, II Marine Expeditionary Force, based on Camp Lejeune. He advised vendors at the opening ceremonies that "there are two things you can say about Marines - one, they got a better idea and two, they're not afraid to tell you about it." Having faith in their equipment tremendously bolsters Marines' confidence and leadership ability, Lt. Gen. Paxton added. Noted Lt. Gen. (Ret.) Ronald S. Coleman, the Marine Corps League Exposition Coordinator, at the opening, "This show brings the greatest minds and greatest equipment together with the greatest fighting force in the world. It's all about our Marines." The show closed early on Thursday, 28 April, as the remainder of the storms that created tornados in Mississippi, Alabama and other states swept into the area. A full report on the show will be in the July-August issue of Semper Fi, the Magazine of the Marine Corps League, which Hammock publishes. ]]> http://www.hammock.com/2011/05/marine_south_expo_2011_1.php http://www.hammock.com/2011/05/marine_south_expo_2011_1.php With eyes on threatening skies, exhibitors and attendees thronged the 19th Annual Marine South Expo held April 27-28 aboard Marine Corps Base Camp Lejeune (that's pronounced "Luh-JERN") in Jacksonville, NC. The Expo is one of three annual gatherings of... Wed, 04 May 2011 12:36:03 -0600 Why Content Marketing Works: People Like It! acme-jet.jpg The Custom Content Council, the national trade-group of content marketing companies founded by Hammock and five other companies 15 years ago,* continues to issue ground-breaking research related to the effectiveness of custom content -- ranging from traditional magazines to iPad apps -- used by marketers to build deep, longterm relationships with customers, members and other audiences. Recently, on our Content that Works blog, we reported on research the Council commissioned that surveyed Chief Marketing Officers' use of custom media and content. A new, related study explores Customers' Attitudes Toward Custom Content. Our proprietary research reveals that custom media and content programs can be focused on supporting specific business objectives. This new research, conducted by GfK Roper Public Affairs & Corporate Communications, provides some background that can help explain why content marketing is so effective at generating desired results -- consumers like it. Among the findings:]]> http://www.hammock.com/2011/04/why_content_marketing_works_pe_1.php http://www.hammock.com/2011/04/why_content_marketing_works_pe_1.php like it!]]> Content Marketing Thu, 28 Apr 2011 10:48:41 -0600