Is your association/nonprofit looking to content marketing to tell your story and engage members? This presentation covers some of the challenges and opportunities awaiting you. Presented at Content Marketing World 2012 in Columbus, Ohio.
14. 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
#cmworld
15. Advance your mission
To protect and advocate for the farm-grown Christmas Tree industry
#cmworld
16. 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?
#cmworld
20. 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
#cmworld
23. 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?
#cmworld
24. Tell an engaging story
Professional Innkeepers
Association -
http://www.youtube.com/watch?v=j
FNilW0_YX0
#cmworld
25. Tell an engaging story
U.S. Farmers & Ranchers Alliance
http://www.youtube.com/watch?v=a
tX1hiKDiz8&list=UUrvUizfbGpd4a7
6FimIfalA&index=19&feature=plcp
#cmworld
26. Tell an engaging story
(or help your members tell theirs)
#cmworld
27. And most importantly …
Focus on what works for your
association and members.
#cmworld