This power point

1. Manage Content, Grow Member Value

2. This is NOT a lecture.
I am NOT talking for 75
minutes!
 Key points.
 Dialogue.
 Discussion.

3. #NESAE
Coach: “Drake, you’d be better if you were more
mobile, agile and hostile!”

4. I’m Content Fried!

6. • And, you want me to read what? Now?

7.  At your tables: please answer this question:
What do you do to reduce the stress
from all the content?

8. 1. Content Management – Why?
2. Added Member Value
3. Gather, create, curate, distribute
4. Editorial Formula
5. Content Tools (Periodic Table)
6. Research / gathering
7. Structure & Costs
8. Control: production & viewing

9. Please share your expectations of the next 74
minutes.
 What do you expect to discover in this
session?

10. 1. Associations need $ and Time
2. Associations no longer control information
3. Conversations happening without associations
4. Managing content key to adding value
5. You are what you publish
6. Influence the lurkers
7. Go mobile NOW

11.  Add value for members
 Recruit new members
 Enhance efforts with multiple use
 Overcome competitors

12.  Money (dues, donations)
 Time

14.  Find ways to gather, curate &
distribute important information
(regardless of source) for your
members.
 Share it with them.
 You’ll save them time!
 And, become a hero!

15. Bob Steve
• Manages 3,600 acres of trees • Small Choose & Cut farm
• Pacific Northwest • Gulf Coast of Alabama
• Sells to big box stores • Offers tours, Santa, train
• Biggest concern is rising rides
freight costs • Biggest concern is weather
• Gets news online • Prefers print

16. 1. Review & verify your content (information)
2. Develop content strategies
3. FLIP your “publishing” process
4. Follow 1-7-30-4-2-1 editorial formula
5. Select appropriate tools from Periodical Table
of Content Marketing

17.  Start with daily digital
 Measure with analytics
 Put the best in your other
publications

18. 1 = Something daily (news update on website,
thought for the day, Tip of the Day, etc.)
7 = Something each week (Tip of the Week, weekly
eletter, etc.)
30 = Something monthly (magazine, newsletter,
webcast, etc.)
4 = Something quarterly (Webinar, etc.)
2 = Something twice a year (white paper, research
report, etc.)
1 = Something annually (conference?)

23. Content Marketing Tools

24. Content Marketing Tools

25. Content Marketing Tools

26.  That’s the editorial formula & Periodical Table
of Content Elements.
 Your turn ... discuss and surface any
questions/ideas
 Now, share

28. Reuse
Reimagine Repurpose

29. Reducing Antibiotic
Residues

30.  Monitor “social media outposts”
 Example: FEMA (Vern)
 Example: STL HBA (Pat)
 Example: SLAMPI (Beth)

32.  Google News Alerts
 Twitter search
 Blogs (industry and/or profession)
 RSS feeds to Google Reader
 Google Scholar
 Prismatic

33. Select “key words” create search for each

34. Select “key words” with columns for each

35.  Where are your members hanging out?
 What’s on their minds?
 What are they saying about you?
 What are your competitors saying?
 How is your content being used?
 What issues aren’t being addressed in the
marketplace?

36.  Questions
 Repurposing
 Listening

38.  Centralized structure
◦ Specific “staff or department”
◦ How do other
staff/departments “fit in”?
◦ Who is “goalie” for what goes
to members?
 Decentralized
◦ Anyone and everyone?
◦ Who organizes?

39. President, C
EO
VP, Client VP, Client VP, Financial
Management Services Services
Director of Director of Director of
Executive Director of Director of Accounting
Membership Meetings & Fund
Directors Content Marketing & Specialist(s)
Services Events Development
Management Communication
Assistant Membership Fund
Meeting & Event
Executive Services
Specialist(s)
Development
Specialist(s) Content Marketing & Specialist(s)
Director(s) Management Communications
Specialist(s) Specialist(s)
Education
Coordinator(s) Marketing &
Freelancers Development
Specialist(s)

40. Executive
Director
Member Education & Financial
Engagement Meetings Services
Volunteer
Freelancer

41.  Depends on size, scope and commitment
 How much staff time?
◦ Depends: from 1 to 8 hours a day
◦ Survey of marketers: 1-8 hours a week
 What is dollar cost?
◦ Most tools are free; cost is staff time

42.  Who can create/distribute/comment?
◦ Selected staff/leaders?
◦ Anyone?
 Who can view?
◦ Members only?
◦ Anyone?

43. Stop doing things because “everyone else is.”
The right mix for your association:
• Where members are
• Where they’re headed
• What you’re trying to
accomplish

44. Tell good stories.
 Inform
 Engage Be the FIRST and LAST stop
 Teach for members/readers/users.
 Inspire
 Share Content First … Tools Second.
 Compel
 Entertain

46. Mobile Mania
billion
Computer Users billion
Cell Phone Users

47. 450 441
440
430
420
410 Web version
400 391 Mobile version
390
380
370
360

48. Global Sales: Global Sales:
Smart Phone Tablets
600
491.4
500
400
304.7
300
200
100
0
2010 2011

49. Compare this website
mobile.southwest.com
Explore “responsive
design” so you reach
multiple platforms

50. Content Marketing/Management for
Associations & Nonprofits
 Pre-conference workshop
 Tuesday afternoon, September 4
 Awesome conference!
 Save $100. Use “SCD Group” in
discount code
Disclosure:
 I’m coordinating the workshop