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. Content + Community Hilary Marsh 2015 TECNA Summer Conference
- 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
- 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. 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/
- 8. What is your value?
- 13. Event enthusiasm But what happens when they leave?
- 14. Transform the ethereal into the real h"p://videoworldbook.com/mirage2.gif
- 17. Content is how everything you do is manifested in the world
- 18. Source: Ahava Leibtag, Aha Media Group
- 19. 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.
- 20. Content takes different forms • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
- 22. Facebook post Newsle"er promo Blog post Presenta=on
- 23. Look beyond the package Current package In-person networking Engaging presentations Conversations Participation in advocacy efforts Job listings PR for members
- 24. Look beyond the package Current package In-person networking Engaging presentations Conversations Participation in advocacy efforts Job listings PR for members Opportunity èProfessional connections èBusiness knowledge/ education èInformation-sharing èReassurance that you “have their back” èProfessional development èVisibility to their potential customers
- 28. Your audiences
- 34. What do they want? What you want to tell them What they want to know
- 35. 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
- 36. 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
- 37. Ask them, listen to their questions • Post-event surveys • Communication surveys • Requests made to your key contacts
- 38. Look, learn
- 42. 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
- 45. Crawl, walk, run, fly • Start small • Scale up • Stand out
- 46. Write to your audience
- 47. Learn how they behave
- 49. Courtesy of Melissa Zinder, NBOA
- 50. www.bobangus.com
- 52. Where to find the time?
- 53. A story
- 54. Thank you! Hilary Marsh hilary@hilarymarsh.com @hilarymarsh Download this presentation and the handouts at www.hilarymarsh.com/tecna