Managing Content to Enhance Client Value


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According to the Growth Paradox, “The smaller you are the BIGGER you
must look, and the bigger you are the SMALLER you must get.” Content
management allows AMC association clients to raise their profiles
as thought leaders, while building and serving niche communities.
Which begs the question: Who’s your AMC’s “Chief Content Officer”?
Regardless of the size or structure of your AMC, it’s more important than
ever to have someone at the helm of your clients’ content strategies.
(And if you don’t have content strategies in place for your clients, then
all the more reason to attend this session!) Content marketing is not
about creating award-winning publications or becoming a social media
superstar – it’s about developing and re-imagining content that engages
audiences, adds value for members and positions your clients as thought
leaders in their industries. Learn ways to make the content you produce
more compelling, relevant and interactive, while improving the return on
investment for your AMC’s clients. First presented at the AMC Institute Community Conference in August 2011.

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Managing Content to Enhance Client Value

  1. 1. 2011 AMC Summer Meeting Managing Content to Enhance Client Value Becky Rasmussen Director of Content Management Drake & Company August 6, 2011
  2. 2. Content Marketing – What We’ll Cover <ul><li>What does it mean? </li></ul><ul><li>What does it mean for associations? </li></ul><ul><li>Is your organization content-driven? </li></ul><ul><li>7 mistakes you may be making </li></ul><ul><li>10 things you can do to instantly improve your content </li></ul>
  3. 3. Content Isn’t New for Associations
  4. 4. Content Model Is Changing News Audience Information Traditional Media
  5. 5. Members Have Choices
  6. 6. Challenge = Opportunity Expert Knowledge Members Information Association
  7. 7. Think and Act Like a Publisher Publishing  is the process of production and dissemination of information – the activity of making information available for public view.
  8. 8. Your Goal? <ul><li>“ To be THE World’s Leading Expert in Your Niche Everywhere Your Members Are” </li></ul><ul><li>- JuntaJoe </li></ul>
  9. 9. Is Your Organization Content-Driven? <ul><li>It starts at the top … </li></ul><ul><li>AMC structure </li></ul><ul><li>Leadership buy-in </li></ul><ul><li>Internal champion </li></ul><ul><li>Staffing/hiring/training </li></ul><ul><li>Client strategies </li></ul>
  10. 11. What’s your structure?
  11. 12. Content-driven organization
  12. 14. Do you have your ducks in a row? <ul><li>Content strategist </li></ul><ul><li>Project manager </li></ul><ul><li>Managing editor </li></ul><ul><li>Content creators/writers </li></ul><ul><li>Design </li></ul><ul><li>Web development </li></ul><ul><li>Research/measurement </li></ul>
  13. 15. 7 Deadly Sins of Content <ul><li>Mistake #1 – Starting without a strategy </li></ul>
  14. 16. The goal of content? <ul><li>Member benefit </li></ul><ul><li>Member engagement </li></ul><ul><li>Member recruitment </li></ul><ul><li>Lower customer service costs </li></ul><ul><li>Thought leadership </li></ul><ul><li>Content to pay for itself </li></ul><ul><li>Someone thought it would be cool </li></ul><ul><li>Executive director wants it </li></ul>Prioritize and Choose!
  15. 17. 7 Deadly Sins of Content <ul><li>Mistake #2 – Not defining your audience </li></ul>
  16. 18. Your members are not all the same Bob <ul><li>Manages 3,600 acres of trees </li></ul><ul><li>Pacific Northwest </li></ul><ul><li>Sells to big box stores </li></ul><ul><li>Biggest concern is rising freight costs </li></ul><ul><li>Gets news online </li></ul><ul><li>Small Choose & Cut farm </li></ul><ul><li>Gulf Coast of Alabama </li></ul><ul><li>Offers tours, Santa, train rides </li></ul><ul><li>Biggest concern is weather </li></ul><ul><li>Prefers print </li></ul>Steve
  17. 19. It’s not just about members … <ul><li>Mainstream media </li></ul><ul><li>Industry media </li></ul><ul><li>Consumers/general public </li></ul><ul><li>Researchers </li></ul><ul><li>Policymakers </li></ul><ul><li>Students/youth </li></ul><ul><li>Potential members </li></ul>Is your association the expert in their eyes?
  18. 20. 7 Deadly Sins of Content Mistake #3 – It’s all you, you, you.
  19. 21. Be user focused “ If the story is not about the hearer, he will not listen.” – John Steinbeck
  20. 22. 7 Deadly Sins of Content Mistake #4 Not addressing pain points.
  21. 23. Find out what keeps them up at night <ul><li>Member/reader surveys </li></ul><ul><li>Communications audit/focus groups </li></ul><ul><li>Editorial committees </li></ul><ul><li>Social media </li></ul><ul><li>Google alerts </li></ul><ul><li>Where else are they hanging out? </li></ul><ul><li>LISTEN! </li></ul>
  22. 24. Refrigerator Journalism What is your organization currently producing that is so relevant and valuable that it earns a spot on your members’ “fridge”? Your Story Here
  23. 25. 7 Deadly Sins of Content Mistake #5 Confusing “Content” and “Tools” vs.
  24. 26. Content vs. Tools Content Tools “ Engaging content starts and ends with telling a good story .” – David Drickhamer
  25. 27. 7 Deadly Sins of Content Mistake #6 Not making the most of content Reuse Repurpose Reimagine
  26. 28. Tell the story across platforms Reducing Antibiotic Residues
  27. 29. 7 Deadly Sins of Content Mistake #7 Creating content and forgetting about it
  28. 30. Keep your content alive <ul><li>Archive </li></ul><ul><li>Share </li></ul><ul><li>Re-imagine </li></ul><ul><li>Measure </li></ul><ul><li>Evaluate </li></ul><ul><li>Adjust </li></ul>
  29. 31. Measurement tools <ul><li>Communications audits </li></ul><ul><li>Reader surveys </li></ul><ul><li>Member surveys </li></ul><ul><li>Web/social media analytics </li></ul><ul><li>Listening tools/chatter </li></ul><ul><li>Direct action </li></ul>
  30. 32. 10 Things You Can Do Today <ul><li>#1 – Find an Internal Champion </li></ul><ul><li>Thinks like a publisher/ journalist </li></ul><ul><li>Nose for the news </li></ul><ul><li>Passion for telling stories </li></ul><ul><li>Passion for new technology </li></ul><ul><li>Problem-solver </li></ul><ul><li>Multi-tasker </li></ul>
  31. 33. 10 Things You Can Do Today <ul><li>#2 – Set Goals for Your Content </li></ul>What does success look like? One year from now, what is different? WRITE THESE DOWN!
  32. 34. 10 Things You Can Do Today <ul><li>#3 – Start listening. </li></ul><ul><li>Where are your members hanging out? </li></ul><ul><li>What’s on their minds? </li></ul><ul><li>What are they saying about you? </li></ul><ul><li>What are your competitors saying? </li></ul><ul><li>How is your content being used? </li></ul><ul><li>What issues aren’t being addressed in the marketplace? </li></ul>
  33. 35. Start listening Google Alerts
  34. 36. Start listening Social media dashboards Hootsuite Tweetdeck Netvibes Trackur Radian6
  35. 37. 10 Things You Can Do Today <ul><li>#4 – Take a content inventory. </li></ul><ul><li>Educational sessions </li></ul><ul><li>Webinars </li></ul><ul><li>Articles </li></ul><ul><li>Newsletters </li></ul><ul><li>Magazines/Journals </li></ul><ul><li>Research </li></ul><ul><li>Annual Reports </li></ul><ul><li>Videos/audio </li></ul><ul><li>White papers </li></ul><ul><li>Online communities </li></ul><ul><li>Website content </li></ul><ul><li>Blogs </li></ul><ul><li>Directories </li></ul><ul><li>Marketing materials </li></ul>
  36. 38. 10 Things You Can Do Today <ul><li>#5 – Give your content new life. </li></ul>
  37. 39. Give content new life
  38. 40. 10 Things You Can Do Today <ul><li>#6 – Develop a content calendar </li></ul>
  39. 41. Content Schedule <ul><li>1=Daily (Twitter, Facebook) </li></ul><ul><li>7=Weekly (Tip of the Week, blog) </li></ul><ul><li>30=Monthly (Webinar, enewsletter) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (conference) </li></ul><ul><li>1=Yearly (white paper, research project) </li></ul>
  40. 42. 10 Things You Can Do Today <ul><li>#7 – Focus on call to action/so-what statement </li></ul>
  41. 43. 10 Things You Can Do Today <ul><li>#8 – Start (or keep) tracking </li></ul>
  42. 44. Strategy should guide measurement Your metrics depend on your goals.
  43. 45. 10 Things You Can Do Today <ul><li>#9 – Stop doing things because “everyone else is.” </li></ul><ul><li>The right mix for your association: </li></ul><ul><li>Where members are </li></ul><ul><li>Where they’re headed </li></ul><ul><li>What you’re trying to accomplish </li></ul>
  44. 46. 10 Things You Can Do Today <ul><li>#10 – Tell good stories. </li></ul><ul><li>Inform </li></ul><ul><li>Engage </li></ul><ul><li>Teach </li></ul><ul><li>Inspire </li></ul><ul><li>Share </li></ul><ul><li>Compel </li></ul><ul><li>Entertain </li></ul>Be the FIRST and LAST stop for members/readers/users. Content First … Tools Second.
  45. 47. <ul><li>Questions? </li></ul><ul><li>Comments? </li></ul>
  46. 48. <ul><li>Contact Information: </li></ul><ul><ul><ul><ul><ul><li>Becky Rasmussen </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Director of Content Management </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drake & Company </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Phone: 636/449-5040 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-mail: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Websites: or </li></ul></ul></ul></ul></ul>