One Easy (and Overlooked) Way to Get Content Marketing Results

Q: What is the least expensive original content for you to deliver?
A: The content that you have already created.

Many organizations that are delivering content daily – enewsletters, blogs, articles, enewsletters, Facebook posts, instagrams, tweets, etc. – yet they do not have a formalized plan for repurposing their content.

Repurposing takes a plan that starts, well, at […]

Measuring member engagement all the way to the buy?

I was enjoying a listserv thread about membership analytics. One person posted some pretty interesting stuff about their methodology to define and measure member engagement. It seemed like a robust process. I was intrigued. […]

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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. […]

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 […]

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 […]

Death by (No) ROI

Two associations in two weeks. Both not measuring the ROI of their content marketing. This kills me, and it should be killing them, but it isn’t. No shame, no culpability in sharing that their web content generates no leads, their editorial content can’t be connected to any specific business goals.

Why would any business invest resources […]

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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 […]

Content and Collaboration, Two Great Tastes…

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 slows […]