Breaking good: A ten minute chat with Professor Jeff Cornwall
Jeff Cornwall, Belmont University entrepreneurship professor and longtime blogger (The Entrepreneurial Mind), recently invited me to appear on the video version of his blog — a show that is produced by...
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Social Objects, GE & Bonnie Raitt
TweetThe 12 readers of this blog will recognize some themes in the essay about social objects appearing in the current Hammock Idea-Email. Also, thanks to my friend Hugh MacLeod for giving us...
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Hey, General Mills Lawyers: Better Eat Your Wheaties
Tweet(See update at the end of the post.) While I typically support efforts to add sanity to our overly-litigious culture that seems to encourage anyone to sue anybody for anything, I don’t think the...
View ArticleDirect-to-customer media was the promise of the internet. What happened?
TweetFrom the current Hammock Idea Email: “As a marketer, you should be focused first and foremost on developing media and content that serve your customers, that add value to your products by helping...
View ArticleFocus on Content Marketing Mission, Not Methods
TweetI’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...
View ArticleHow 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...
View ArticleWhy 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...
View Article‘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...
View ArticleFolio: Followup
TweetI’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...
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A Surprising Role Model for Turning Content Into Knowledge
Tweet I wrote this for Hammock Inc.’s Idea Email. Click the photo to find the Library Journal cover story about the Nashville Public Library being named U.S. Library of the Year. (Note: This photo is a...
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