Answer These Questions About Your Buyers Or Your Content Will Be A Miss

It’s gonna be hard for you to give me what I want. For one simple reason: you haven’t asked me (your audience) what I want.

If you don’t know what I want or need, and it has changed from just six months ago, you’re not going to deliver content that is going to engage me.

Sure, you can […]

Recent Google Keyword Shocker Means Buyer Personas Better Be Spot On

Many of us in content or inbound marketing are likely still reeling over the latest Google announcement. You know the one I am talking about; the one where they are going to start encrypting all keyword searches, even for those when the searcher was not signed in to Google.

Now that my stomach is back in […]

Are Associations Hesitating?

Robert Rich (@rrich) tweeted. Jamie Notter wrote a blog post and I keep thinking about their words.

I suppose it is sticking with me because my firm’s work in content/inbound marketing has me concerned with just how very desirable association audiences are to for-profit companies. ‘So targeted, so narrowly-focused,’ drools the marketer in me.

Being that desirable […]

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How Many Leads Should Your Association Content Deliver?

Associations are producing content, tons of it. Kudos, well done! The sheer volume is enviable by anyone in marketing, and it is not only quantity, it is quality. You have set the bar for tapping SMEs for continual delivery of great content.

So, are you wondering how many leads your content efforts – articles, blog posts, […]

6 Ways To Achieve Greatness With Your Content

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
• you close the loop between […]

Before New Logo or Brand, Think Content Strategy

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 first […]

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Why Associations Don’t Have A Content Strategy

Marketing strategy, social media strategy and now content strategy. Because we are an information-sharing economy and associations, like corporations as well as the local furniture store, are using content to engage and move audiences to take action, a strategy for your content creation and delivery must be in your toolkit.

But most associations don’t have a […]

The Case for Associations Adopting World Class Content Processes

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.

It […]

Test: Do You Really Have a Content Strategy

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 […]