This document summarizes a presentation on content strategy for associations. It discusses how executives can integrate content strategy into their organization's goals and culture. It outlines 18 common content strategy tactics used by associations and assesses where associations are on the content strategy adoption path from beginner to advanced. Challenges at different adoption levels are presented, as are next steps and success stories. The presentation aims to improve associations' strategic approach to content and show how content strategy is a win-win for members and organizations.
Associations have long produced and published content for their members, their professions, and even the public. In fact, content is how associations show their value. There is more content competition from for-profit companies that often offer content for free. How do you meet that challenge and prove the value of your content? The answer lies in content strategy—a strategic approach to create, publish, manage, and share your content. The ASAE Foundation commissioned a research study to understand how association leaders are navigating the shifting content development and management landscape. Hear how associations are using content strategy to serve members' varied information, advocacy, and professional needs. This presentation shares models to develop or improve your approach to content creation, management, and marketing, and navigate the challenges to adopting good content strategy practices.
--Assess where your organization is on the content strategy adoption roadmap.
--Devise methods to improve your organization’s strategic approach to content.
--Integrate the principles of content strategy into your organization’s member needs, offerings, and culture.
--Prepare for a newly strategic, sustainable approach to effective content.
Content strategy helps associations stay on top of the changing content landscape with effective approaches, tools, and practices. Two of the principal researchers for the ASAE Foundation's “Association Content Strategies in a Changing World” study shared findings from the first phase of their research. More than 600 association executives reported on their challenges and successes for strategically creating and managing content. This session featured examples of how to connect content strategy to organizational strategy and goals, how to effectively staff cross-functional teams, and how publishing user-focused content can translate to membership value.
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How to connect content strategy to organizational strategy and goals
How to effectively staff cross-functional teams
How publishing user-focused content can translate to membership value
Two of the principal researchers for the ASAE Foundation's “Association Content Strategies in a Changing World” study shared findings from the first phase of their research.
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Associations have long produced and published content for their members, their professions, and even the public. In fact, content is how associations show their value. There is more content competition from for-profit companies that often offer content for free. How do you meet that challenge and prove the value of your content? The answer lies in content strategy—a strategic approach to create, publish, manage, and share your content. The ASAE Foundation commissioned a research study to understand how association leaders are navigating the shifting content development and management landscape. Hear how associations are using content strategy to serve members' varied information, advocacy, and professional needs. This presentation shares models to develop or improve your approach to content creation, management, and marketing, and navigate the challenges to adopting good content strategy practices.
--Assess where your organization is on the content strategy adoption roadmap.
--Devise methods to improve your organization’s strategic approach to content.
--Integrate the principles of content strategy into your organization’s member needs, offerings, and culture.
--Prepare for a newly strategic, sustainable approach to effective content.
Content strategy helps associations stay on top of the changing content landscape with effective approaches, tools, and practices. Two of the principal researchers for the ASAE Foundation's “Association Content Strategies in a Changing World” study shared findings from the first phase of their research. More than 600 association executives reported on their challenges and successes for strategically creating and managing content. This session featured examples of how to connect content strategy to organizational strategy and goals, how to effectively staff cross-functional teams, and how publishing user-focused content can translate to membership value.
Emerging Strategies for Creating and Managing ContentDistilled Logic
How to connect content strategy to organizational strategy and goals
How to effectively staff cross-functional teams
How publishing user-focused content can translate to membership value
Two of the principal researchers for the ASAE Foundation's “Association Content Strategies in a Changing World” study shared findings from the first phase of their research.
To develop an Agile Learning organization a learning strategy needs to be in place. This presentation shows how to develop a strategy and a roadmap on 3 workshops.
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Human Network is a leading edge leadership and talent development consulting firm. Our core areas of expertise include Leadership
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Leading With Content: Using Content Strategy to Advance Business Goals
1. Leading with Content
Using Content Strategy to
Advance Business Goals
Carrie Hane
Dina Lewis, CAE
Hilary Marsh
Maggie McGary
http://bit.ly/contentstrategyslidesASAE18
http://bit.ly/contentstrategyhandoutASAE18
2. What you’ll learn today
• How executives integrate content
strategy into organization’s
member needs, offerings, and
culture
• How to improve your
organization’s strategic approach
to content
• Where your organization is on the
content strategy adoption path and
how you can progress
How associations are taking
a strategic, sustainable
approach to effective content
4. ● 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
5. and we have so many channels to fill!
Icons: Nucleo
6. 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
11. Content strategy defined
The planning and judgment for the
creation, publication, dissemination, and governance
of useful, usable, effective content
across departments and functional areas.
15. Why research 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
16. Project goals
• Who is doing it?
• Why is it hard?
• How content strategy is good for associations
• Share real-world successes the community can learn from
17. Project methodology
Phase 1: What are
associations doing?
• Environmental scan
• Survey
• Interviews
Phase 2: How they are
doing it
• Survey
• Interviews
29. People, not process
It is easy to “implement” in
that it is all within the control
of the organizational
leadership.
What is not so easy is
getting a person in place
who takes this part of the job
seriously, and holding that
person accountable to it.
Creating our cross-departmental
Messaging Team about 4 years ago
really propelled the non-silo efforts in
messaging. We have the team and
are perfecting the strategy. It did not
happen overnight and we have a
ways to go. CEO buy-in to move in
this direction was key.
30. Trusting the data
The culture of the
association has not yet
evolved to a point where the
analysis of data drives what
is done next, it's still very
much reliant on the passion
projects of volunteers and
staff.
Our content team's efforts
started in 2011/2012 but in the
past year, the association has
decided it will take an
association-wide data-driven
approach to all aspects of
association management, and
this has encouraged a greater
focus on association-wide
content issues.
31. What the future could look like
● Staff working together, not just one person, not competing
● Basing decisions on audience behavior—not perception, anecdotes, or
what members say they want
● Flexibility to shift tactics while aiming for same goal
● Organization aligned around members’ journeys and topics
32. What’s working
● Cross-department content councils
● Research-based personas
● Content strategy roadmap
● Education and empathy
● Get help and support
33. How to get there
The Association Content Strategy Adoption Spectrum
34. Beginning
• Feel excitement
• Have permission
• I’m planning
Intermediate
• Feel uncertainty
• Have responsibility
• I’m executing
Advanced
• Feel confident &
accomplished
• Have collaboration
• I’m iterating
Content Strategy Focus
• Tactics
• Mindset
• Aspirations
Content Strategy Focus
• Risk: Bust silos → Build bridges
• Fear: New models needed
• Growth: Small wins → Big wins
Content Strategy Focus
• Less about how
• Tactics are part of processes
• Creating/sustaining culture
35. Beginning profile
Top challenges
● Moving from department focus
to organizational strategy
● Defining personas
● Defining/measuring success
● Everyone is a content provider
27% of associations surveyed
Excitement
I have
permission!
Planning
Tactics
Mindset
Aspirations
36. Beginning challenges
Always put your member first. Your board isn’t
first. Your staff isn’t first. Your member needs are
first.
We have disparate
priorities and goals across
the organization.
Meanwhile, we are
investing in new
technologies, but just
learning to talk to each
other (across
departments).
The hardest thing to do is get a
controlled vocabulary because we lack
buy-in or even acknowledgment at
leadership and staff levels
37.
38. Beginning next steps
To get this result... ...do this
Set baseline goals and measure
against them
- Collect analytics
- Analyze analytics
39. Beginning next steps
To get this result... ...do this
Discover organizational and
member content priorities
- Stakeholder interviews
- Member surveys and usability studies
40. Beginning next steps
To get this result... ...do this
Formalize content planning - Content planning calendar
- Style guide
41. Beginning next steps
To get this result... ...do this
Inform and begin to educate - Socialize the idea of content strategy
- Find ways to communicate up, down, across
organization
42. Intermediate profile
Top challenges
● Keeping everyone on track
● Finding time to keep up
strategic focus
● Managing content
● Governance
● Creating overarching strategy
55% of associations surveyed
Uncertainty
Responsibility
Accountability
Executing
Risk: Bust silos
→ Build bridges
Fear: New
models needed
Growth: Small
wins → Big wins
43. Intermediate challenges
All departments think their content
is the most important.
The CEO gets it, some in senior
management understand the
importance but to make it an
enterprise-level initiative it will take
extra resources and buy-in.
We have an internal, cross-
functional team working on content
issues….We're doing a lot of
experiments.
Getting everyone to participate and
contribute content, and manage
that content appropriately across
all communication
channels/outlets.
44. Intermediate next steps
To get this result... ...do this
Consistent priorities
across departments
Connect all work to association strategic
initiatives
- Content strategy statement
- Organization-wide editorial calendar
- Include content strategy responsibilities in
job descriptions/performance evaluations
45. To get this result... ...do this
Data-based decision
making
Set KPIs and use analytics to track
- Set-up and use analytics
- Perform regular content audits
Intermediate next steps
46. To get this result... ...do this
Organization-wide buy-in Regular cross-functional meetings
- Review data
- Provide training
Intermediate next steps
47. To get this result... ...do this
Governance Create and enforce guidelines, policies, and
standards
- Provide training
Intermediate next steps
48. To get this result... ...do this
Model for the next stage Form an editorial board
- Controlled vocabulary
- Implement structured content
- Create journey maps and personas
Intermediate next steps
49. Intermediate growing pains
It’s gaining traction. A year ago
there was no content strategy
effort. In 8 months we’ve grown a
team from a couple of writers to 20
people with specific roles related to
content strategy.
Leadership supports it, but is not
necessarily actively engaged in (or
completely understanding of) the
strategy.
It's a work in progress and slow-
going because we are committed
to ensuring this is a cross-
functional, transparent effort.
We're flying under the radar, and
the executive team has little
awareness of what we're doing
other than when we try to bring a
success to their attention.
50. Advanced profile
18% of associations surveyed
Confident
Smoothly
Operationialized
Working
strategically
Meeting
members’ needs
and achieving
the org’s
strategic goals
through content
Top challenges
● Continuing to evolve with new
strategic goals, new
initiatives, new staff
● Not getting complacent
● Measuring and learning more
51. Hallmarks of Advanced Content Strategy
Topics (not departments)
Organizational Structure
(not silos)
Member Journeys/Personas
Shared planning, shared
results
Governance
(clear roles,
responsibilities,
and processes)
Entrusted to senior staff
52. What success looks like
• Higher website traffic
• Association growth: Member renewals, new
members
• More positive member feedback
• Higher attendance at meetings, requests to
become a volunteer
53. Advanced stories
Our Content Champions representatives from each
department/division meet at least once a month and
work to identify content from their department and
share information so they can link to one another’s
content.
We are using our
personas and our
understanding of
industry issues to
drive decisions about
topics and deliver
valuable content.
Every department that
develops content sees the
content strategy as an
underlying principle in their
work.
54. Advanced
Looking at our content has helped us discover our
content gaps and opportunities to produce more
content in areas that members want, remove content
that’s not relevant anymore. It’s been eye-opening for
us, allowing us to package our content in new ways and
thinking of it with new perspectives.
It all makes sense
when you tie the
members’ needs with
strategic objectives.
We are making decisions
based on member behavior
now, rather than what someone
sitting in a committee tells us
they want. We are considering
the right audiences.
55. Advanced challenges
The biggest challenge we face is a
lack of resources (funding and people)
to effectively execute a strategy. We
are doing the best we can with what
we have.
56. Advanced role models
To get this result... ...do this
Enable staff in multiple departments
to see similarities in what they do
and how it serves members and tell
the organization’s story together
from different perspectives
- Make sure top executives and middle-level directors and
managers buy in (REALLY buy in)
Internal departments share
information because they know it’s
an organization-wide initiative that
will support and benefit the entire
org
- Make sure content responsibilities are part of people’s
job descriptions
Make decisions about content
volume, topics, frequency informed
by how the audience is using
content
- Gather, analyze and regularly refer to digital analytics
57. Activity: Where is your organization on the
Content Strategy Adoption Spectrum?
Complete Part 2 of handout
• Reassess: Have you changed your mind about where you
are? If so, move to a different group:
Not Started, Beginning, Intermediate, Advanced
Discuss:
• What are your biggest challenges?
• What is working for your association?
• What are you going to do next?
59. What you can be doing now
• Get serious about content strategy
• Have measurable goals
• Lead content strategy
60. What’s next from this
ASAE Foundation project
Full report available late fall/early winter
Potential tools and artifacts to
• assess where you are compared with other associations
• make it easier for you to mature your content strategy
61. Thank you!
Dina Lewis, CAE
Distilled Logic, LLC
@dinalew
dina@distilledlogic.net
Carrie Hane
Tanzen LLC
@carriehd
carrie@tanzenconsulting.com
Hilary Marsh
Content Company, Inc.
@hilarymarsh
hilary@contentcompany.biz
Maggie McGary
McGary Associates
@maggielmcg
maggiemcgary@gmail.com