How to Get Your Association Content to Perform

Certainly creating great content is key, but alone it is not enough. It comes down to what you need to be doing before, during and after you create your content.

BEFORE you create content you need a content strategy and you need to know your audience. 
Before: Content strategy.
Creating a content strategy, among other things, is defining […]

Association Content Marketers: Either Become the Expert or Hire One

Really, it’s both.

Associations create quite a bit of marketing. If you work at one then you might be thinking, yeah a lot… for membership, for conferences, for certifications or CEUs, for volunteer recruitment. There’s the direct mail, the brochures, the programs. The eblasts, the banner ads, the micro sites, the website, the display ads. The amount would be a welcome account for almost any agency in the world. […]

Content Strategy vs Content Marketing: A conversation

A content strategist and a content marketer walk into a bar. The result is an interesting discussion about these two disciplines and the chatter around them. Stay tuned for the full story, but I think the keywords of the conversation are interesting enough to share.
business goals
change management
content marketing
content marketing strategy
content strategist
content strategy
creating content
inbound marketing
marketing strategy
surrounding […]

Looks like Information-Sharing Economy Has Associations Concerned About Keeping Pace

Associations are being brave enough to provide mountains of useful information to their members. If you are aren’t trying to go big with your content marketing, then you’re probably not feeling the pinch that associations are reporting in Association Laboratory’s Looking Forward 2014 findings. Information management is the issue of the day. But you won’t […]

What’s Wrong With Associations Today? Nothing. And Everything.

If I had to bet money on a business model that is both one to emulate and one that is in desperate need of disruption, it would be the professional association.

Many businesses today are striving to deliver the kinds of benefits to their audiences that associations excel at:

Consistently deliver useful and helpful content
Provide […]

2014: The Year That Content Marketing Will Die

Years ago, Seth Godin said ‘content marketing is the only marketing left.’ His sage observation was a only a little ahead of its time, but in 2014 the term content marketing is truly dead because now it is simply marketing. […]

Are You Prepared For Content Marketing Getting Harder?

Although I am working on a flu redux, last night I decided to throw caution to the wind and have a glass of wine with dinner. I opted for a Malbec with a screw cap; that low barrier to entry calling my name. Remember when screw caps used to signify poor quality wine? Boone’s Farm. […]

Why You Needed A Content Strategy (Yesterday)

Having a content strategy answers some big questions like ‘where to post our content’ and ‘how much content should we produce,’ ‘what kind of tone and language should we use.’ But the big compelling reason for a content strategy is to drive more business acquired from your content efforts.

More on-target content = more business for […]

What Really Matters in Your Content

Just read a terrific blog post. A unique, yet relevant, topic, fast to consume yet long enough to pack a quality punch. But, it had a typo. That misspelled word is reminding me about what matters in quality content. There’s a flurry of content out there, so shouldn’t your content be perfect, the very best […]

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