Wednesday, February 1, 2012

Books & Videos: How Hollywood’s Content Marketing Can Help Your Association

Content marketing and content management represent important strategies in your arsenal of member benefits and boosts recruitment and retention.

In a USA Today article headlined “The movie’s great, but what about the book,”  Carol Memmott outlined the powerful connection between Oscar winning movies and books of the same title.

She suggests a benefit synergy that boosts both the movie and the book. Her rationale:
Six of the nine Academy Award nominees for best picture are based on books: The Descendants, Hugo, The Help, Moneyball, War Horse and Extremely Loud & Incredibly Close.

The trend carries over from last Oscar season, when five of the 10 nominees —The King's Speech, Winter's Bone, 127 Hours, The Social Network and True Grit— were based on books.

Publicity and kudos for award-winning films based on books usually translate into book sales, says Patricia Bostelman, vice president of marketing for Barnes & Noble. "Whenever there's another reason for people to be talking about a book, it just increases the word of mouth and increases the cultural awareness, which always helps sales."

So, great, what’s that mean for our association?

It illustrates the power of content marketing/management of the information/content/knowledge you produce.

As I’ve noted previously, producing content and using it only once is a waste of your resources.

What is in print should also be in video.

Take a look at the home page for the Golf Course Superintendents Association of America.

Note that they have both a printed magazine and videos via GCSAA-TV. See how they work together. One reinforces the other. Note the rotating “MyGCSAA story” that highlights a member.

As you review your strategies, don’t overlook how you can distribute your content across multiple platforms.

As Joe Pulizzi of the Content Marketing Institute said recently  “We are not nearly doing enough in video content. Video from 15 seconds to two minutes is going to be critical from here on out.”

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