This document discusses research conducted on content strategy among associations. Key findings include: 1) Interviews with 15 associations found that content strategy is most successful when it has buy-in from leadership and allocates appropriate resources across the organization. 2) Larger associations are more likely to have formalized content strategies in place compared to smaller ones. 3) A change in leadership or rebranding can provide an opportunity to catalyze the adoption of a content strategy. 4) Content strategy works best when championed by an individual and allowed to evolve and demonstrate value over time. The document highlights that content strategy applies to all types of content an organization produces, not just marketing, and means different

1. Association Content Strategies
for a Changing World
Dina Lewis, CAE & Hilary Marsh

2. ● Publications
● Newsletters
● Self-study guides
● Clinical guidelines
● Conference sessions
● Webinars
● Research reports
● Events
● Books
● Press releases
● News articles
Associations produce so much content!
Photo byLacie SlezakonUnsplash

3. and we have so many channels to fill!
Icons: Nucleo

4. By bgEuwDxel93-Pg at Google Cultural Institute, zoom level maximum, Public Domain, https://commons.wikimedia.org/w/index.php?curid=25498286
Content is
the way
our work is
manifested
in the world

5. Content is
how we
deliver our
strategic
goals
ISAE Strategic Plan

6. Our
content
is our
value
Photo by Maja Petric on Unsplash

7. And we
succeed
when we
publish it
so it
resonate
s with
members

8. Content
strategy
is the
answer
Photo by Hello I'm Nik on Unsplash

9. Content Strategy Defined
The planning and judgment for the creation, publication,
dissemination, and governance of useful, usable content
across departments and functional areas.

10. Why Quantify Association Content
Strategy?
2016 Operating Ratio Report
Periodicals/Publications
• 8.82% revenue/8.11% expense
Educational Programming
• 9.96% revenue/8.17% expense
Decision to Join
Current association
members ranked dissemination
of knowledge or content among
four of the top five most
important association functions
Competition

11. Project Goals
• Identify associations that are developing and implementing
content strategies
• Articulate the positive impact of a strategic approach to
content
• Analyze challenges to content creation and dissemination
• Explore how these associations pursue content creation
and management, including how they staff and allocate
resources to their efforts

12. Project Timeline
Phase 1: September 2017 – March 2018
Environmenta
l
Scan
Profile
Survey
Interviews
Interim
Report

13. Research Summary: Environmental Scan
Reviewed 68 articles, reports, and conference
presentations from 2010 to 2017
● Found a focus on definition, specific tactics, and
case studies
● Myth-busting conceptions and confusion

14. Research Summary: Profile Survey
• Member survey to 4,730 people – 11.4%
response rate
• Anonymous survey to individuals, online
communities, and social media
• 613 total respondents

15. Research Summary: Profile Survey
Content Strategy Adoption Key
Beginner: 1 to 6 tactics Intermediate: 7 to 13 tactics Advanced: 14 to 17 tactics

16. Research Summary: Interviews
• Randomly selected 15 interviewees based on
size, scope, maturity, type
• Identified patterns in successes and challenges
• Primary challenge: people, not process

17. “People buying in
to the philosophy
of leading with
strategy—that’s
the value-add to
your
organization...”
Hypothesis: Content strategy is foundational
and self-sustaining
Not Sustained
Partially
Sustained
Sustained

18. ● Content marketing is a tactic
● Tactics = Strategy
● Organization-wide approach
shows association’s value
● Manage & govern for
maximum effect
● Content strategy can help
associations increase
revenue
Hypothesis: Some associations define content
strategy as content marketing
Not Sustained
Partially
Sustained
Sustained

19. Download the electronic
version of this at
http://bit.ly/cs-assessment-tool-1
How do you
compare?

20. Hypothesis: Content strategy differs based on
the department with responsibility
Not Sustained
Partially
Sustained
Sustained

21. Hypothesis: There are not enough resources to
do content strategically

22. “When content strategy
starts with buy-in, it gets
prioritized, appropriate
resources are allocated,
and the effort gets spread
throughout the
organization.”
Hypothesis: There are not enough resources to
do content strategically
Not Sustained
Partially
Sustained
Sustained

23. Hypothesis: Size matters—bigger associations
are doing content strategy more than smaller
ones

24. “Always put your
member first. Your
board isn’t first. Your
staff isn’t first. Your
member needs are
first.”
“Communicate, communicate,
communicate. Up, not just down.
Not one-way. You must listen. You
must recognize the issues [your
members] are facing. Don’t
assume you understand. Or say,
“This is what you get.”
Hypothesis: Size matters—bigger associations
are doing content strategy more than smaller
ones
Not Sustained
Partially
Sustained
Sustained

25. ● Half of interviewees: Content strategy takes off
when the CEO/executive director changes
● Rebranding/website redesign also an impetus
Hypothesis: Change in leadership is an
opportunity to catalyze content strategy
Not Sustained
Partially
Sustained
Sustained

26. Hypothesis: Content strategy evolves out of
an individual champion
● Establish metrics to show value of content strategy to
association management
● Demonstrate success and build on it with allies
● Recognize content strategy as a core association
skillset
Not Sustained
Partially
Sustained
Sustained

27. Highlights and What's Next

28. Highlight: Content strategy is not limited to
any type, size, or scope of association

29. Applies to content
specifically for marketing
purposes and to drive action
A strategic marketing approach
focused on creating and
distributing…content to attract and
retain a clearly defined audience...
Content Marketing
Strategy
Applies to all content an
association produces:
programs, services, events,
standards, publications, etc.
Highlight: Content strategy does not mean the
same thing to everyone
Planning for the creation,
publication, dissemination, and
governance of useful, usable
content across departments and
functional areas
Content Strategy

30. Highlight 3: Good things are happening in
association content strategy

31. Stay Tuned!
Now through September 2018
● Content strategy adoption
● Content strategy stories
● Potential tools and products
Take the Content Strategy Practice Survey:
http://bit.ly/fcspsurvey

32. Thank You!
Hilary Marsh
Content Company, Inc.
@hilarymarsh
hilary@contentcompany.biz
Dina Lewis, CAE
Distilled Logic, LLC
@dinalew
dina@distilledlogic.net