10 Epic Content Ideas for Association Publishing
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Presented at the Florida Magazine Association Conference about how those of us in association publishing can deliver content that connects with our members.
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10 Epic Content Ideas for Association Publishing
- 1. 10 Epic Content Ideas for Connecting with Your Members Kim Howard, CAE, President Write Communications, LLC @kimhowarddc
- 2. Two Questions • Are your members in love with your content? • Does your content serve the objective of the association? ©Kim Howard, CAE 2014
- 3. 10. Create a Content Strategy ©Kim Howard, CAE 2014
- 4. 9. Publications • Perform an extensive keyword search to “topic model” your publishing categories • Assign the experts to create the content • Epic List of Tools for Content Marketing - Bussolati ©Kim Howard, CAE 2014
- 5. ©Kim Howard, CAE 2014
- 6. 8. Enewsletters • Integrate videos and entertaining graphics into your publications. ©Kim Howard, CAE 2014
- 7. 7. Case studies & research • Bring case studies to life. • Tell an amazing story that brings to life a technical product or research. • Deep research results in multiple spin-off opportunities including articles, videos and infographics. ©Kim Howard, CAE 2014
- 8. ©Kim Howard, CAE 2014
- 9. 6. Videos • People consume information differently. • Short videos can engage your readers. • Elevate your subject by making it easy to see the value that your association brings to the table. ©Kim Howard, CAE 2014
- 10. 5. Be Not Afraid • Don’t be afraid of tough questions or subjects • Wings of Zock blog from Assoc of American Medical Colleges ©Kim Howard, CAE 2014
- 11. ©Kim Howard, CAE 2014
- 12. 4. Make design unexpected. • Turn boring into beautiful. ©Kim Howard, CAE 2014
- 13. 3. Change • Listen, learn and respond to needs. Carefully craft content that your audience cannot find anywhere else. • Survey • Create personas ©Kim Howard, CAE 2014
- 14. Kim • White female, age 46 • Years of experience <20 • Job function: president/consultant • Works in: US • Reads your magazine yearly: all issues • Member for 8+ years • Married, two children & one dog ©Kim Howard, CAE 2014
- 15. 2. Everything is Content • Programs, products, services, publications, webinars, reports, events • Scholarships - FMA ©Kim Howard, CAE 2014
- 16. ©Kim Howard, CAE 2014
- 17. 1. You Are Not Your Member • You are not your audience. • No one cares about your award except you and your family. Really. ©Kim Howard, CAE 2014
- 18. Create a Content Strategy ©Kim Howard, CAE 2014
- 19. Thank you! Kim Howard, CAE, President Write Communications, LLC kim@writecommunicationsllc.com ©Kim Howard, CAE 2014
Editor's Notes
- According to Marketing General’s 2014 Membership Marketing Benchmarking Report, Word-of-mouth recommendations are the most effective marketing channels for acquiring new members in trade and individual member associations. A total of 865 association executives completed the entire survey. When asked about the reasons why association executives thought the top reasons members joined their association, “access to specialized and/or current information” was the number 2 choice. Number 1 was networking with others in their field.
- If your readers keep your printed materials, such as newsletters, consider sending them out on 3 hole punch so that the reader can archive them.
- Position the association as the proactive contributor to the community, rather than the reactive responder to controversies.
- Kim is an earnest, hard working consultant from Virginia. She recently started her own business after more than two decades in association publishing. Between growing her business, Kim juggles her own professional development and managing a household that includes a husband who is a serial entrepreneur, two teenagers and an Airdale Terrier. Despite all of her technical online interest, she still prefers to read your magazine in print, then share the articles she likes on social media through her iPad. She is extremely active on social media including Twitter, LinkedIn, Facebook, Instragram and Google+. She is also a member of Association Media & Publishing and ASAE and the Center for Association Leadership. And, if there ever is a zombie apocalypse, she has her go back packed and is not leaving the dog behind.
- http://www.floridamagazine.org/scholarships