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Creating Effective Content
The document outlines strategies for maximizing content effectiveness across channels, emphasizing the importance of understanding audience needs and delivering meaningful value. It identifies common challenges in communicating membership benefits and highlights the role of varied content types in attracting and retaining members. Key action points include knowing your value proposition, prioritizing audience engagement, and continuously refining content based on feedback.
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Creating Effective Content
- 1. Content + Community Hilary Marsh 2015TECNA 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
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- 4. h"p://parispourlesenfants.e-‐monsite.com/pages/les-‐moins-‐de-‐5-‐ans/jardin-‐du-‐palais-‐royal.html Road toSuccess 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 onechallenge to membership growth is difficulty in communicating value or benefit. —2014 Membership Marketing Benchmarking Report h"p://www.marke=nggeneral.com/resources/benchmark-‐report/
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- 8. What is your value?
- 13. Event enthusiasm But whathappens when they leave?
- 14. Transform the ethereal into thereal h"p://videoworldbook.com/mirage2.gif
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- 17. Content is how everythingyou do is manifested in the world
- 18. Source: Ahava Leibtag,Aha Media Group
- 19. Many types ofcontent • 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
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- 22. Facebook post Newsle"er promo Blog post Presenta=on
- 23. Look beyond thepackage Current package In-person networking Engaging presentations Conversations Participation in advocacy efforts Job listings PR for members
- 24. Look beyond thepackage 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
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- 34. What do they want? What you want to tell them What they want to know
- 35. Content lets usersdo 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 achieveyour 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, listento their questions • Post-event surveys • Communication surveys • Requests made to your key contacts
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- 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
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- 45. Crawl, walk, run,fly • Start small • Scale up • Stand out
- 46. Write to youraudience
- 47. Learn how theybehave
- 49. Courtesy of Melissa Zinder, NBOA
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- 52. Where to find the time?
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- 54. Thank you! Hilary Marsh hilary@hilarymarsh.com @hilarymarsh Downloadthis presentation and the handouts at www.hilarymarsh.com/tecna