The 2012 Content Marketing World Conference opened with a pre-conference workshop on Content Marketing for Associations and Nonprofit organizations. The workshop opened with this overview.

1. Content Marketing Workshop
for Associations & Nonprofits
Steve Drake
AMR Management Services
@stevedrake • #cmworld
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2. Today’s Agenda
• Welcome
• Overview of Associations, Nonprofits &
Content Marketing
• Real World Content Marketing: What’s
Working & Not Working
• Work Teams focused on implementation
• Discussion & Wrapup
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3. 2010-2012: Guiding Lights
2011 2012 2011 2011 2010
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4. Race for Relevance
Realities Action
1. Time 1. Board Size &
Competence
2. Value Expectation
2. Staff Empowered
3. Consolidation-
Specialization 3. Technology
Integration/Plan
4. Generational
Differences 4. Fewer Committees
5. Competition 5. Relevance to
Members, Targeted
6. Technology
Markets
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5. EOMAWKI
1. Economy-Recession
2. Generational
3. Technology
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6. Maximum Engagement
• Engage & move from FREE to FEE
• Content can make it happen
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7. Managing Content Marketing
• To engage your members/donors,
become a publishing powerhouse
• Tell your stories
• From Push to Pull
• Identify your key personas
• Nurture & feed your subscribers
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8. New Rules of Marketing & PR
• Old rules obsolete in online world
• Real time now required
• Speed wins
• Plan for NOW, react NOW
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9. Commonalities for NPs, Associations
Technology
Ge n e r a t i o n s
Economic Impacts
Professional Staff
Governance
Business Models
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10. Association Content Vehicles
• Printed magazine or • vlog (video blog)
journal • Tweet
• Printed newsletter • Webinar
• e-newsletter • Podcast
• Tip of the Week • Direct mail flier
• Blast email • Facebook post
• Weekly (or daily) blog • LinkedIn update
• Website • YouTube video
• Speech or outline posted • Flickr file of photos
on SlideShare.net • Pinterest
• Other
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