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Creating, managing and marketing content drives many associations, adding value for members and engaging potential members. But in today’s world where the average attention span has dropped to just 9 seconds, the content your associations create must cut through the clutter and noise. Which presents unique challenges for Association Management Companies (AMCs) as they must do more to develop, manage and measure content strategies for association clients. Presented at the 2012 AMC Institute Annual Meeting in Rancho Mirage, CA.