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6 Ways to Produce Content that Members Value

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Content marketing is a hot topic for associations looking to provide more value and stay relevant for their members. …

Content marketing is a hot topic for associations looking to provide more value and stay relevant for their members.

How can associations be sure they are creating the right kinds of content? Will their members even read it, let alone find if valuable or share it with others?

This webinar will include some of the best tips, tools and tactics for creating content that your members will value and help you grow your organization.

Learn how to be the resource your members need and become a critical partner in their success.

Plus we’ll include 25 sample blog post ideas to get you going quickly on new content for your members.

Published in: Marketing, Technology, Education

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  • 1. 6 Ways to Produce Content that Members Value
  • 2. Session Agenda • Content Types • Ways to Create Content • Distribution • Measurement • Get this presentation 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 3. About Me • Curt Moss, Senior Product Marketing Manager @ WebLink • 12 years at memberbased orgs – Las Vegas Chamber of Commerce – Chapter of National Safety Council linkedin.com/in/curtmoss • 7 years @ WebLink @curtmoss – Faculty for W.A.C.E. – Present at association and chamber conferences 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 4. About WebLink • SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations • Established in 1996, 60 Employees, based in Indianapolis, IN • 94% Customer Retention Rate • Based in Indianapolis, Indiana • 94% Customer Retention Rate 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 5. About WebLink @WebLink facebook.com/weblinkinternational linkedin.com/company/weblink-international youtube.com/weblinkinternational slideshare.net/weblinkinternational 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 6. About WebLink • Membership Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 7. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 8. About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 9. WebLink Blog 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 10. How Can Creating Great Content Benefit Your Organization? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 11. Extend Your Reach 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 12. Increase Member Engagement 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 13. Grow Your Membership 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 14. Value vs. Relevance 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 15. Value vs. Relevance • The most frequently used word with “Relevant” is… • NOT 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 16. Value vs. Relevance • No one says, “Wow, that association is really relevant for me.” • They want useful. • They want ROI. • They want value. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 17. 6 Ways to Produce Content that Members Value
  • 18. Answer member questions 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 19. Answer member questions • You get emails, phone calls and questions at events. • Stop answering them! (sort of) • Why help 1 when you can help 100, or 1,000? • Blog posts or FAQs section of your website • Share on social media when updated 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 20. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 21. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 22. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 23. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 24. Answer member questions • “What’s the association’s position on [issue]?” • When does the [industry] report come out? • How often are certification classes offered? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 25. Answer member questions • Follow up questions on a blog post or article • Create a new post and link to it from your reply • Check other industry blogs/websites as well • Try answering 1/week, create a calendar to schedule 6 Ways to Produce Content that Members Value Content Reply/Question New Content @WebLink © WebLink International
  • 26. Find the questions they aren’t asking you 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 27. Find the questions they aren’t asking you • • • • • • LinkedIn Groups Quora Yahoo Answers Twitter search Google Alerts Other association or industry websites’ FAQs. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 28. Find the questions they aren’t asking you • Use broad industry terms first • Google searches: – How do I manage my …? – Tips for selecting/choosing a… – HR for [my industry] – [my industry] taxes 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 29. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 30. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 31. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 32. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 33. Google keyword planner 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 34. Find the questions they aren’t asking you • How to do [whatever] – Create a LinkedIn page – Manage a Facebook page – Install a new phone system – Choose a payroll company – Find new office space to lease 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 35. Create numbered lists 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 36. Create numbered lists • More concise & engaging • Creates a promise for what’s in store (no guessing) • Sets expectations • “Quick” read 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 37. Examples • 7 ways for [industry] to grow with technology • Do you recognize the 5 warning signs your business is in trouble? • 8 types of [industry term] – which group are you in? • 11 email subject lines you can use to get your clients’ attention • 5 things successful [industry term] do 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 38. Ask them 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 39. Sample questions • “What’s the biggest challenge facing your business?” • Write about how your association is addressing that issue 6 Ways to Produce Content that Members Value • “What resources do you need to help you run your business?” • Create additional resources, or link to existing ones – even if they are not yours @WebLink © WebLink International
  • 40. You Get Two Chances To Win You asked them a question! 6 Ways to Produce Content that Members Value You answered the question! @WebLink © WebLink International
  • 41. Ask them During sales process At events Electronic surveys Call them (include in other calls) • Social media • Listen • • • • • Polleverywhere.com 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 42. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 43. Profile members & industry experts 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 44. Profile members & industry experts • “How I got the business” • Tips for surviving the first 2 years of business • What’s the future of [industry]? • What’s the biggest mistake you made running your business? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 45. Profile members & industry experts • Why they joined • What specific programs and benefits to they use • Include org type, size, length of time in business so others can relate 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 46. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 47. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 48. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 49. Share others’ content 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 50. Share others’ content • Find content via: – Twitter search or the people you follow – LinkedIn connections, groups – Google alerts – Email newsletters – Local or industry websites 6 Ways to Produce Content that Members Value Retweet Share on Facebook and LinkedIn Post links to other content @WebLink © WebLink International
  • 51. Bonus Tip: Use Your Data • Size of business • Type of business • Length of time in business • Annual dues • Reasons for joining • Interests • You are tracking this, right? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 52. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 53. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 54. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 55. Content Guidelines • • • • • Findable Readable Understandable Actionable Shareable Source: Content Marketing Institute 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 56. Types of Content • • • • • • • Blog posts Articles/pages on site eBooks Case studies Videos Webinars (record them) Slide Share 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 57. Repurposing Content Blog Post eBook Video 6 Ways to Produce Content that Members Value Webinar Slide share @WebLink © WebLink International
  • 58. 25 Blog Posts (Content) Ideas 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 59. 25 Blog Posts (Content) Ideas 1. Why do businesses join your association? 2. How does your association impact business in your industry or your community? 3. Who is your longest-standing member? Why have then been a member so long? 4. Who is your latest member? What caused them to join? 5. What is your association doing to conserve energy? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 60. 25 Blog Posts (Content) Ideas 6. What are your members doing to conserve energy? 7. How do taxes impact your members? Are there specific issues going on now that your association has a position on? 8. What was the last unexpected thing your association did? 9. What social media platforms does your association use and how can your members follow you there? 10.What phone call did you get today that you should share with your audience? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 61. 25 Blog Posts (Content) Ideas 11.What was the last event you had? What was discussed there that should be shared? 12.What other business blogs do you follow? Why? 13. What was the last good business book you read? How would your members find it valuable? 14.What’s the most frequently used service or benefit of your association? 15.What’s the least frequently used service or benefit of your association? (That members don’t know about, but should) 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 62. 25 Blog Posts (Content) Ideas 16.What’s the biggest misconception about your association? 17.What's the latest mistake your association made? How did you recover? 18.What's the funniest business story you have? What’s the make-up of your members? 19.How many small businesses vs. large businesses? Are you working to change this make up? 20.What members have you helped to grow their business? How many jobs were created? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 63. 25 Blog Posts (Content) Ideas 21.What is your disaster recovery plan? What resources could members use to create theirs? 22.Who do you want to thank today? 23.How does your association refer potential customers to your members? 24.What members recently made the news that you can share? 25.What technology do you use that your members may find interesting? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 64. Content! • Use content as question prompts • Answers to common questions • Blog posts • Webinars • Events • Discussion questions • Research, case studies, whitepapers 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 65. Creating Great Content • Understand your audience • Connect with them • Give them information they want & need • Use emotion 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 66. Tell a story 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 67. Creating Great Content • Informative – Expertise – Tips – Insight • Different – Personality – Fresh Take – Surprises 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 68. 5 Reasons You Should Not Use the Indy Marriott in 2015 for the WebLink Summit Good Morning, Curt: Here are 5 Reasons You Should Not Use the Indy Marriott in 2015 for the WebLink Summit: 1. We’ll make your conference logistics look so seamless that your boss will think he’s paying you too much. 2. You’ll spend the weeks following your conference raving so much about the Indy Marriott that your colleagues will think you’re a paid corporate sponsor. 3. Tension at home may arise when you start comparing our Executive Chef’s delectable cuisine to the nightly dinners your wife prepares. 4. After you sleep in one of our signature Marriott beds, your bank account will take a hit when you buy one, realizing that there’s nothing like a good night’s sleep in one of them. 5. We’ll ruin you for any other hotel because you’ll always compare them to the excellent experience you had at the Indy Marriott. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 69. Great Content “Don’t interrupt what people are interested in. Be what people are interested in.” 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 70. This isn’t the content you’re looking for 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 71. Measuring Results 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 72. Insight & Analytics 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 73. View Your Followers 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 74. Facebook Insights 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 75. Website Traffic 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 76. 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 77. Word of Mouth • Powerful • Free • Can’t control • Potentially scary • What are they saying? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 78. Can you measure it? 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 79. The Ultimate Question How likely is it that you would recommend our organization to a friend or colleague? Scale of 0-10
  • 80. Why 0-10? • 1-5 yields “3s” • With 1-10 some people will reverse good/bad 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 81. How likely is it that you would recommend our organization to a friend or colleague? Extremely likely 10 Not likely at all 9 Promoter 8 7 6 5 4 Passive 6 Ways to Produce Content that Members Value 3 2 1 0 Detractor @WebLink © WebLink International
  • 82. Net Promoter Score Promoters - 6 Ways to Produce Content that Members Value Detractors @WebLink = Net Promoter Score © WebLink International
  • 83. The results may be humbling.
  • 84. New member sales 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 85. Member retention 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 86. Lifetime Value of Membership 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 87. WebLink Recap: An Integrated Solution • ONE web-based centralized database • Prospects, members, non-members and all reps in same system • Financials, events, email, committees, website, reporting Financial System Prospects Website Central DB Email Marketing Events Members 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 88. Association & Chamber Websites • 500+ client websites • WebLink Local business directory drives 67% increase in traffic from organic searches • Adds value for members • Non-dues revenue • Responsive website design 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 89. iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 90. 3 Questions 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 91. Webinar Recap • We will email copy of presentation to attendees • Link to video recording of webinar • Please let us know if you have any questions 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 92. Additional Resources • 4 Reasons Your LinkedIn Company Page Needs Work • In Good Company: How Best In Class Marketers Use LinkedIn Company Pages To Grow Their Business • Announcing The 12 Best LinkedIn Company Pages of 2012 [SLIDESHOW] • 20 Tips to Amplify Your Brand on LinkedIn [SLIDESHOW] 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 93. Additional Resources • 15 Tips for Compelling Company Updates on LinkedIn • Creating the Right Content for Your Association's Content Marketing Strategy • Why Chambers and Associations Have A Content Marketing Advantage • Using Google Analytics for Chambers and Associations 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 94. Webinar Summary • • • • • • • • Great content Right audience Right time Right channel Ways to respond Ways to share Engage your audience Stand out from the crowd 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 95. “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin 6 Ways to Produce Content that Members Value @WebLink © WebLink International
  • 96. Curt Moss Senior Product Marketing Manager curt.moss@weblinkinternational.com WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com