Managing Content to Enhance Client Value - MASAE Annual Conference
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Whether we like it or not, associations are in the content marketing business. So how can we do it better? This session focuses on how to effectively grow and improve your content portfolio, achieve strategic goals, better engage members and build thought leadership. Presented at the 2012 Annual Conference of the Mid-Atlantic Society of Association Executives, held Nov. 28-29 in Atlantic City, NJ.
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Managing Content to Enhance Client Value - MASAE Annual Conference
- 1. Managing Content to Enhance Client Value Becky Rasmussen AMR Management Services @Becky_Rasmussen #MASAEAC12
- 2. What We’ll Cover … • What is content marketing? • What does it mean for associations? • Why is it so darn hard? • 6 signs of good content • 7 things you can do to instantly improve your content • Your questions #MASAEAC12
- 3. Another Buzzword? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. - Content Marketing Institute #MASAEAC12
- 4. The Origins of Content Marketing 1931 “Celebrating Today’s Farmer” Published today in English, Spanish & Russian #MASAEAC12
- 5. And Today … #MASAEAC12
- 6. What’s Changed? • Cost of entry • Content platforms • Availability • Speed • Globalization • Expectations • Amount of content • Attention span #MASAEAC12
- 7. If you’re not Content Marketing, you’re not marketing. • Increased traffic • Social sharing • Customer loyalty & retention • Brand advocacy • Lead generation • Shortened buying cycles • Consumer engagement & relationship building • Increased trust and authority • PR on your terms • Increased sales and revenues • Improved employee morale and engagement #MASAEAC12
- 8. What does this mean for associations? Your Goal: To be THE World’s Leading Expert in Your Niche Everywhere Your Members Are” - Joe Pulizzi, Junta42/CMI #MASAEAC12
- 9. Associations SHOULD be great content marketers … = We have a wealth of content #MASAEAC12
- 10. If you took a content inventory, what would you find? • 224 magazine issues • 117 newsletter issues • 29 conventions • 33 marketing conferences • 13 webinars • 17 videos • 1,000s of photos • 55 blog posts • 1,030 tweets • 300 Facebook posts #MASAEAC12
- 11. e-books Research Journals Ebooks Learning Benchmarking Centers Books Blogs Listservs White papers Videos Articles Webinars Private social Conferences Websites networks Print newsletters Magazines Mobile Apps Podcasts Infographics Enewsletters Online Communities #MASAEAC12
- 12. #MASAEAC12
- 13. Associations SHOULD be great content marketers … We have established relationships #MASAEAC12
- 14. Associations SHOULD be great content marketers … We have a foundation of #MASAEAC12
- 15. So what holds us back? #MASAEAC12
- 16. Challenges • Our wealth of content • Established relationships • Foundation of trust But that’s not all … #MASAEAC12
- 17. Challenges Association Membership Model #MASAEAC12
- 18. What does your association “sell”? #MASAEAC12
- 19. Information Association Expert Knowledge Members #MASAEAC12
- 20. Challenges Structure & Resources • Boards • Volunteers • Staff #MASAEAC12
- 21. #MASAEAC12
- 22. ASSOCIATION content should: • Advance your mission • Address member needs and pain points • Position the association as a trusted resource • Target a specific audience • Provide a call to action • Tell an engaging story #MASAEAC12
- 23. Advance your mission To protect and advocate for the farm-grown Christmas Tree industry #MASAEAC12
- 24. Address Member Needs and Pain Points #MASAEAC12
- 25. Address Member Needs and Pain Points What can you do for your members that they can’t do for themselves? How is the content you provide going to help them improve their business or advance their career? #MASAEAC12
- 26. Address Member Needs and Pain Points #MASAEAC12
- 27. Find Out What Keeps Them Up at Night Member/reader surveys Communications audit/focus groups Editorial committees Social media Google alerts Where else are they hanging out? LISTEN! #MASAEAC12
- 28. Refrigerator Journalism What is your organization currently producing that Your is so relevant and Story Here valuable that it earns a spot on your members’ “fridge”? #MASAEAC12
- 29. Position your association as a trusted resource #MASAEAC12
- 30. Position your association as a trusted resource #MASAEAC12
- 31. Position your association as a trusted resource #MASAEAC12
- 32. Target a specific audience #MASAEAC12
- 33. Target a specific audience Bob Steve • Manages 3,600 acres of trees • Small Choose & Cut farm • Pacific Northwest • Gulf Coast of Alabama • Sells to big box stores • Offers tours, Santa, train • Biggest concern is rising rides freight costs • Biggest concern is weather • Gets news online • Prefers print #MASAEAC12
- 34. Target a specific audience #MASAEAC12
- 35. It’s not just about members … • Mainstream media • Industry media Is your • Consumers/general public association • Researchers the expert in • Policymakers • Students/youth their eyes? • Potential members #MASAEAC12
- 36. Provide a call to action #MASAEAC12
- 37. Provide a call to action #MASAEAC12
- 38. Provide a call to action 1ST CALL Purchase additional content, click to learn more, sign up, sign in, subscribe, connect, engage, vote, contact, share, talk, “like”, comment, visit website, etc. 2nd CALL Join association, register for event, contribute/donate, volunteer Are you aiming for a relationship or a transaction? #MASAEAC12
- 39. Tell an engaging story #MASAEAC12
- 40. Tell an engaging story Google Chrome: http://youtu.be/w1sT7QV8nfU #MASAEAC12
- 41. Tell an engaging story Better Way to Stay/ Professional Innkeepers: http://youtu.be/jFNilW0_YX0 #MASAEAC12
- 42. Tell an engaging story U.S. Farmers and Ranchers Alliance: http://youtu.be/E6IJP91wnBk #MASAEAC12
- 43. Tell an engaging story (or help your members tell theirs) #MASAEAC12
- 44. 7 Things You Can Do to Start Improving Your Content Today #MASAEAC12
- 45. #1 - Find an internal champion(s) • Thinks like a publisher/ journalist • Nose for the news • Passion for telling stories • Passion for new technology • Problem-solver • Multi-tasker • Customer-focused #MASAEAC12
- 46. #2 –Conduct a content inventory #MASAEAC12
- 47. #3 – Start Listening #MASAEAC12
- 48. #4 – Set Goals for Your Content Via Copyblogger … • To build trust and rapport • To attract new prospects • To explore prospect pain • To illustrate benefits • To overcome objections • To attract strategic partners • To deepen loyalty with existing customers • To develop new business ideas • To build your reputation with search engines #MASAEAC12
- 49. #5 –Develop a Content Calendar #MASAEAC12
- 50. #6 – Give your content new life Reducing Antibiotic Residues #MASAEAC12
- 51. #7 - And most importantly … Focus on what works for your association and members. #MASAEAC12
- 52. What are your association content challenges? #MASAEAC12