Content Marketing for Nonprofits & Associations
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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.
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Content Marketing for Nonprofits & Associations
- 1. Content Marketing for Nonprofits & Associations Becky Rasmussen AMR Management Services @Becky_Rasmussen • #cmworld #cmworld
- 2. Association Professionals Through the Ages - http://www.youtube.com/watch?v= mKSvgmpVJFk #cmworld
- 3. Associations SHOULD be great content marketers … = We have a wealth of content #cmworld
- 4. 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 #cmworld
- 5. 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 #cmworld
- 6. Associations SHOULD be great content marketers … We have established relationships #cmworld
- 7. Associations SHOULD be great content marketers … We have a foundation of #cmworld
- 8. So what holds us back? #cmworld
- 9. Challenges • Our wealth of content • Established relationships • Foundation of trust But that’s not all … #cmworld
- 10. Challenges Association Membership Model #cmworld
- 11. What does your association “sell”? #cmworld
- 12. Information Association Expert Knowledge Members #cmworld
- 13. Challenges Structure & Resources • Boards • Volunteers • Staff #cmworld
- 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
- 17. Address Member Needs and Pain Points #cmworld
- 18. Position your association as a trusted resource #cmworld
- 19. Position your association as a trusted resource #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
- 21. Target a specific audience #cmworld
- 22. Provide a call to action #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
- 28. What are your association content challenges? #cmworld