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Making the most of your content investments

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Your organization’s content is an investment in the present…and the future. The organization invests in a LOT of content – not only the webinars and conference sessions that your department produces, but also magazine articles, press releases, maybe research reports, clinical guidelines, industry standards, and more. But is the organization making the most of its content investments? For an event session, why invest in a conference room, A/V, possibly even food and beverage for only the 50 people that were able to attend, when the information covered in that session would be useful to so much more of your target audience?
Learn how to think more strategically about your content as an investment, and how to make the most of it.

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Making the most of your content investments

  1. 1. Making the Most of Your Content Investments
  2. 2. What is content? • Committee report • Association initiative • Advocacy call for action • Code of Ethics • Original research • Clinical practice guideline • Position statement • Industry trend analysis • Thought leadership • Job posting • Scholarship announcement • Etc., etc., etc.
  3. 3. Content is the way our work is manifested online
  4. 4. Content takes different forms • Magazine article • Talking points • Research report • Course • Webinar • Conference session • Press release • Newsletter
  5. 5. …and formats/media • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
  6. 6. Associations are content machines Photo by Isis França on Unsplash
  7. 7. Content is how we deliver value to members Photo: https://www.asaecenter.org/resource
  8. 8. If your association creates content of only one type for one audience in one instance You are wasting resources
  9. 9. If your association creates content of only one type for one audience in one instance You are missing opportunities to show your value
  10. 10. What is content strategy? The right content To the right person At the right time For the right action
  11. 11. Put another way…. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable, effective content.
  12. 12. Three faces
  13. 13. 12 We often create content in sil
  14. 14. Department Content type, format & channel Audience Department Department Department Old thinking Content type, format & channel Audience Content type, format & channel Audience Content type, format & channel Audience
  15. 15. For the most part, our organization structures mirror our content types
  16. 16. Courses Content type, format & channel Members who want to take courses Magazine Press releases Advocacy info Old thinking Content type, format & channel Members who want to read a magazine Content type, format & channel Members who want to know what we tell the media Content type, format & channel Members who want to know what we are advocating for
  17. 17. Different views of the audience https://commons.wikimedia.org/wiki/File :Blind_men_and_elephant.png
  18. 18. “Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web
  19. 19. Organization: Programs, offerings Audience Content, formats & channels Audience Audience Audience New thinking
  20. 20. Goals Content Formats Channels why what how where How content happens
  21. 21. Goals Content Formats Channels why what how where Example: Code of Ethics
  22. 22. Code of Ethics • Ensure that members are ethical • Increase the reputation of the profession • Help members avoid problems Goals Content Formats Channels
  23. 23. Code of Ethics • Formalize ethical behavior into a code: Principles of ethical behavior • Rewards for following, penalties for not following Goals Content Formats Channels
  24. 24. Code of Ethics • Brochure • Detailed Code of Ethics • Course • Poster • Test • Video series Goals Content Formats Channels • Book • Webinar • Success story • Press release • Presentation
  25. 25. Code of Ethics • Magazine • Website home page • Association “university” • Conference • E-newsletter • Social media Goals Content Formats Channels
  26. 26. Code of Ethics • Ensure that members are ethical • Formalize ethical behavior into a code • Principles of ethical behavior • Rewards for following, penalties for not following • Detailed Code of Ethics • Course • Poster • Test • Success story • Webinar • Book • Video series • Website home page • Conference • E-newsletter • Social media • Partner website • Association “university” Goals Content Formats Channels these are the same for all content formats and types
  27. 27. code of ethics Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/conference session
  28. 28. Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/conference session code of ethics
  29. 29. <topic> Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/conference session Your turn!
  30. 30. • Choose a topic that you’ve recently created a course for • Work backwards Time to go to the handout! Your turn
  31. 31. How much are you investing? Photo by Sharon McCutcheon on Unsplash
  32. 32. How to assess your investment • Cost to create • Reach • Lifespan
  33. 33. How much are you investing? One page of web content: about $2,000 • $560/day for each person (writer, manager, IT support, analytics, etc.) based on $75,000/year salary + benefits • Average time of 3.5 days to plan, research, write, review, and publish, assuming more time to create and less time to maintain
  34. 34. Conference session Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Venue costs: space, A/V, wi-fi, video Food and beverage Marketing/promotion costs Total cost $
  35. 35. Course Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Tech costs: A/V, video, streaming host Marketing/promotion costs Total cost $
  36. 36. Webinar Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Tech costs: A/V, video, streaming host Marketing/promotion costs Total cost $
  37. 37. How much are you investing? • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
  38. 38. Reach and lifespan • Web content • Course • Webinar • Conference session • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
  39. 39. Working together for member satisfaction
  40. 40. Thank you! Hilary Marsh hilary@contentcompany.biz @hilarymarsh

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