Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Creating a great content strategy

3,504 views

Published on

A content strategy helps associations transform everything they do into relevant, meaningful, and useful tools and resources for their members. Content strategy is a disciplined way to bring out the value of the association's work, leading to more member participation, higher renewal rate, and greater understanding of the association's value to members. Presentation at the 2014 ESSAE Annual Meeting for NY State association executives

Published in: Marketing, Business, Technology

Creating a great content strategy

  1. 1. Creating & Executing a Great Content Strategy ESSAE Annual Meeting 2014
  2. 2. About Me Helping organizations communicate online more effectively since 1996 Hilary  Marsh,  Content  Company     Confab,  June  5  2013    
  3. 3. LOGO LOGO LOGO LOGO LOGOLOGO LOGO
  4. 4. Why do people visit your website? Design? Graphics? Widgets? The carousel on your homepage? http://shouldiuseacarousel.com/
  5. 5. Content lets users do what they need to do •  Take advantage of what you offer •  Find out why they should join or stay •  Learn how your association helps them in their profession •  Not need to call you to answer a question
  6. 6. Content lets you achieve your goals •  Attract prospective members •  Retain and engage current members •  Increase use of programs, resources, tools, and information •  Increase awareness of and participation in political advocacy efforts •  Increase non-dues revenue
  7. 7. Content problems? •  Language/jargon •  Prioritized promotion •  Content hoarding •  Bad editorial processes •  New content missing •  Different content on different channels
  8. 8. Yes, content problems •  Hard to find information •  Too many publishers •  Who’s in charge of the home page? •  “4002.pdf” •  Website is based on our org chart •  Not accessible from a mobile device •  “We should be on YouTube”
  9. 9. Content exercise What’s in the bag?
  10. 10. Content lessons •  You are not your member •  You are not your audience
  11. 11. h<p://xkcd.com/773/  
  12. 12. Who What When of publishing Where content online WHY How What is content strategy?
  13. 13. Myths your members think about digital • It’s free, instant, and you can do it in your spare time • Search engines will find your information instantly and display it at the top of the first page of what anyone searches for • Any video they make will go viral • Every member wants to share information about the board’s latest initiative • Your home page and social media posts should be primarily about your association
  14. 14. The real facts • Every digital channel needs a strategy and the right identity. The more channels, the more time and complexity. • Page views are not a goal – the goal is the goal. • You can’t succeed in your goals unless your users succeed in theirs • Success builds over time • Think > plan > do – all three steps are required
  15. 15. Quality Takes Time Good web writing is • Short • Active • Scannable: uses bullets and subheads • Leads with the most important information • Readable – aim for 9th grade – test at read-able.com • Free of jargon • Has compelling headlines that will make sense even out of context
  16. 16. I  have  made  this  [le.er]   longer  than  usual   because  I  have  not  had   7me  to  make  it  shorter.     Blaise Pascal, 1657"  
  17. 17. Content Lifecycle Conceive   Create   Publish   Promote   Maintain   ReHre  
  18. 18. Conceive and create •  Conceive •  Set goals –  Business: make or save money –  User: increase satisfaction/encourage use or decrease dissatisfaction/reduce customer service needs & costs •  Create •  Optimize –  On-site –  Search engines –  Other outlets
  19. 19. Publish and promote •  Publish –  Review process: quality, facts –  Content Management System (Wordpress) •  Promote –  On-site: home page, landing pages, topics –  Off-site: e-newsletters, social media, advertising
  20. 20. Maintain and retire •  Maintain •  Measure –  Test and tweak –  Refine •  Retire –  Archive/Delete/”Unpublish” –  Renew
  21. 21. Who’s involved? •  Staff –  Technology –  Marketing –  Communications –  Membership –  Programming •  Committees –  All of the above
  22. 22. Associations are complicated
  23. 23. Everything is content •  Programs •  Products •  Services •  Publications •  Webinars •  Reports •  Events
  24. 24. Similar topics – are they connected? •  Programs •  Products •  Services •  Publications •  Webinars •  Reports •  Events
  25. 25. Be a “deejay” for your content •  Save time •  Save $$ •  Help members help themselves
  26. 26. Content strategy for membership •  User goals •  Business needs •  Promotion timeline/calendar •  Testing and tweaking •  Content reuse
  27. 27. Content strategy for events •  User goals •  Business needs •  Promotion timeline/calendar •  Testing and tweaking •  Content reuse
  28. 28. Content exercise •  Create a page table
  29. 29. h<p://loremoopsum.tumblr.com/post/37034901905/tweeted-­‐by-­‐my-­‐friend-­‐and-­‐fellow-­‐content-­‐strategist  
  30. 30. Content exercise •  Start filling in a calendar
  31. 31. Hilary  Marsh,  Content  Company     Confab,  June  5  2013     h<p://www.lightboxcollaboraHve.com/2014-­‐editorial-­‐calendar  
  32. 32. Thank you hilary@hilarymarsh.com @hilarymarsh www.hilarymarsh.com

×