You’ll achieve greatness with your content if: • you have measurable goals for each content piece • your content is created for carefully defined audience personas • you can identify the ROI of every content effort • your content delivers prospects for new members, attendees or donors • your content process is efficient and effective [...]
Ten years ago, a business had many fewer opportunities to engage with their audience and therefore the few touch points they had were quite important. Resources galore were invested into taglines, logos and visual brands. While those elements are still an important part of your brand experience, the marketing machine around them needs the attention [...]
Associations now face competition from for-profit companies in ways they didn’t in the past. And the competition comes in the form of content that is capturing the attention of association audiences. Their superb content is delivered through contemporary processes that are tested and refined, with a data-driven understanding of the audience and utilizing state-of-the-art technologies. [...]
Last year we conducted an Association Content Marketing Readiness Survey. The bad news was that only one in four associations reported having a content strategy. The really bad news is that after speaking with a couple of the respondents who said they have an organization-wide content strategy, we discovered that most were confusing a strategy [...]
Unless you have a content strategy that delivers a data-driven understanding of your customers, you are not achieving all that you can with your content. Trajectory: the path that a moving object follows through space as a function of time. Wikipedia A lot impacts trajectory; speed, distance, height, angle, weight of moving object, and the [...]
Avoid adding to the online noise by creating content that matters to your buyers. And the best way to get your content to move your audience to take a desired action is to have your content resonate with them. “Tactics without strategy is the noise before defeat. Strategy without tactics is the slowest route to victory.” [...]
In a recent post we took another look at the importance of identifying your ‘why’ as a tool to affect change. In this case, to stimulate collaboration enabling an organization to more successfully satisfy their membership’s hunger for more and better content. We all know what content can do for an organization, including achieving top level [...]
I caught a good article recently, “The increasing importance of internal collaboration” by Jamie Notter — you probably know about him, he specializes in building stronger organizational cultures. Notter is spot on when he says, “Today’s environment requires speed, which, in turn, requires the people and departments in your organization to collaborate effectively. Friction there [...]
After all of the time and money you will invest, what you should get from a new site is this: a high-performing website. What exactly does that mean? What are the criteria that you will use to sit back after launch and say ‘ahhh, we done good!’? This is what companies typically report that they [...]
