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Creating Effective Content

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Associations, learn how to think about your content in a new way and ensure that it is successful for your audiences and your organization.

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Creating Effective Content

  1. 1. Content + Community Hilary Marsh 2015 TECNA Summer Conference
  2. 2. h"p://parispourlesenfants.e-­‐monsite.com/pages/les-­‐moins-­‐de-­‐5-­‐ans/jardin-­‐du-­‐palais-­‐royal.html   Your takeaways 1.  How to make the most of your content, regardless of channel
 2.  Where to start, where you’ll want to end up
 3.  Some best practices to position 
 you for success
 4.  How to get this done
  3. 3. h"p://parispourlesenfants.e-­‐monsite.com/pages/les-­‐moins-­‐de-­‐5-­‐ans/jardin-­‐du-­‐palais-­‐royal.html  
  4. 4. h"p://parispourlesenfants.e-­‐monsite.com/pages/les-­‐moins-­‐de-­‐5-­‐ans/jardin-­‐du-­‐palais-­‐royal.html   Road to Success 1.  Know your value proposition 2.  Identify your content 3.  Prioritize your audiences 4.  Know what they want 5.  Deliver value 6.  Make it sustainable
  5. 5. The number one challenge 
 to membership growth is difficulty in communicating value or benefit.
 —2014 Membership Marketing Benchmarking Report h"p://www.marke=nggeneral.com/resources/benchmark-­‐report/  
  6. 6. h"p://alorindanya.deviantart.com/art/Enchanted-­‐Castle-­‐4-­‐187579836   Your value
  7. 7. What 
 is 
 your 
 value?
  8. 8. Event enthusiasm But what happens when they leave?
  9. 9. Transform the ethereal into the real h"p://videoworldbook.com/mirage2.gif  
  10. 10. Your content h"ps://www.flickr.com/photos/mharrsch/187670680  
  11. 11. h"ps://www.flickr.com/photos/mharrsch/187670680   What is content?
  12. 12. Content is how everything you do 
 is manifested 
 in the world
  13. 13. Source: Ahava Leibtag, Aha Media Group
  14. 14. Many types of content •  Event recaps •  Conference session descriptions •  Product details •  Course listings •  Executive biographies •  Member profiles •  Press releases •  Newsletters •  Updates on legislative issues •  Etc., etc., etc.
  15. 15. Content takes different forms •  Web pages •  Blog posts •  Infographics •  Images •  PDFs •  Video •  Audio
  16. 16. Content amplifies your voice
  17. 17. Facebook   post   Newsle"er   promo   Blog  post   Presenta=on  
  18. 18. Look beyond the package Current package In-person networking Engaging presentations Conversations Participation in advocacy efforts Job listings PR for members
  19. 19. Look beyond the package Current package In-person networking Engaging presentations Conversations Participation in advocacy efforts Job listings PR for members Opportunity èProfessional connections èBusiness knowledge/ 
 education èInformation-sharing èReassurance that you 
 “have their back” èProfessional development èVisibility to their potential customers
  20. 20. “   It’s your turn h"ps://www.flickr.com/photos/brizzlebornandbred/11666824305  
  21. 21. Topic Mapping Exercise
  22. 22. Topic Mapping Exercise
  23. 23. Your audiences
  24. 24. 29 h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  
  25. 25. 30 Anthony Susan Allen Maggie
  26. 26. h"ps://www.flickr.com/photos/helga/3393469253/   Your turn again
  27. 27. h"p://envisioningtheamericandream.com/  
  28. 28. What do they want? What   you   want  to   tell  them   What   they   want  to   know  
  29. 29. Content lets users do what they need to do •  Take  advantage  of  what  you  offer:  learn,   connect,  etc.   •  Find  out  why  they  should  join  or  stay   •  Understand  how  your  associa=on  helps  them  in   their  profession   •  Get  answers  to  their  ques=ons  quickly,  without   calling  you  
  30. 30. Content lets you achieve your goals •  A"ract  prospec=ve  members   •  Retain  and  engage  current  members   •  Increase  use  of  programs,  resources,  tools,  and   informa=on   •  Increase  awareness  of  and  par=cipa=on  in   poli=cal  advocacy  efforts   •  Increase  non-­‐dues  revenue  
  31. 31. Ask them, listen to their questions •  Post-event surveys •  Communication surveys •  Requests made to your key contacts
  32. 32. Look, learn
  33. 33. h"p://blog.hubspot.com/marke=ng/bo"omless-­‐backlog-­‐blog-­‐topics  
  34. 34. Your content menu
  35. 35. “   Your turn again h"ps://www.flickr.com/photos/brizzlebornandbred/11666824305  
  36. 36. Content ROI Format   Reach   Level  of  effort   Relevance/availability   Presenta=on  at  an   event   50  people  –  only   those  present  at   the  event   High   No  ongoing  availability   Infographic   summarizing  the   presenta=on’s   takeaways   All  members   High   Anyone  interested  in   the  topic.  Long-­‐term   availability   Interview  with  the   speaker   All  members     Low   Anyone  interested  in   the  topic.  Long-­‐term   availability  
  37. 37. h"ps://www.flickr.com/photos/telachhe/3342173731/     Keep trying
  38. 38. h"ps://www.flickr.com/photos/telachhe/3342173731/     Keep trying
  39. 39. Crawl, walk, run, fly •  Start small •  Scale up •  Stand out
  40. 40. Write to your audience
  41. 41. Learn how they behave
  42. 42. Courtesy  of  Melissa  Zinder,  NBOA  
  43. 43. www.bobangus.com    
  44. 44. h"p://www.kaushik.net/avinash/smart-­‐analy=cs-­‐dashboard-­‐modules-­‐insigh`ul-­‐dimensions-­‐best-­‐metrics/   h"p://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac=cal-­‐best-­‐prac=ces-­‐=ps-­‐examples/    
  45. 45. Where 
 to find 
 the time?
  46. 46. A story
  47. 47. Thank you! Hilary Marsh hilary@hilarymarsh.com @hilarymarsh Download this presentation and the handouts at www.hilarymarsh.com/tecna

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