Sunday, April 22, 2012

BEST OF THE WEEK: 9 Content Marketing/Management Lessons for Associations

Today, I’m focusing the Best of the Week on the topic of content marketing and management ... an area of great importance to associations and association management professionals.
  • Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer (member) action.
  • Content management is the set of processes and technologies that support the collection, managing, and publishing of information in any form or medium. This information is typically referred to as content. Digital content may take the form of text (such as documents), multimedia files (such as audio or video files), or any other file type that follows a content lifecycle requiring management.
I hope you find these articles of value.  Feel free to share them with your staff and/or association colleagues.

What is Content Marketing? If You're Not Content Marketing, You're Not Marketing
Marketing Is Impossible Without Great Content. Go back above and read the content marketing definition one more time, but this time remove the relevant and valuable. That's the difference between content marketing and the other informational garbage you get from companies trying to sell you "stuff." Companies send us information all the time - it's just that most of the time it's not very relevant or valuable (can you say spam?). That's what makes content marketing so intriguing in today's environment of thousands of marketing messages per person per day. Good content marketing makes a person stop… read… think… behave… differently.

100 Inspirational, Educational, and Just-Plain-Cool Content Marketing Examples
Note: this is an ebook and requires “registration” to be able to download. In the 100 Content Marketing Examples (yes, we said 100!) guide you’ll see how companies big and small from various locations and industries are producing creative, and successful content marketing campaigns across multiple online, in person and print channels.

Why Content Marketing is the Key to Your Nonprofits Online Success
Content marketing products take the form of annual reports, custom magazines, print or online newsletters, blog posts, articles, success stories, white papers, webcasts/webinars, podcasts, videos, in person events, ebooks, research reports and emails. When you boil it all down, the reason you should care about creating great content (i.e. Content Marketing) is because your constituents and potential constituents demand that you do – it’s the way they’ll connect with you online.

5 Content Marketing Success Stories Your Nonprofit Needs to Imitate
Knowing that it can be tough to implement content marketing, we thought we’d give you a few examples of nonprofits effectively using content marketing as a key part of their online strategy.

Your Site is the Mousetrap, Your Content is the Cheese
Mice aren’t attracted to mousetraps. They’re attracted to what you put on it. The same goes for websites. What are you putting on yours? You give your website pulling power with magnetic content — stuff that not only attracts eyeballs, but eyeballs embedded in the heads of the type of people that truly belong at your site, your target market and, hopefully, your brand (association) advocates of the future.

5 Ways You Are Preventing Your Audience From Growing
Heidi Cohen shares five ways content marketing is kept captive and actionable marketing recommendations to set it free.
1. Lacks a call-to-action.
2. Is hidden deep within your website, blog or other platform.
3. Has no social sharing to remind visitors to take action.
4. Remains locked up behind a long form.
5. Requires payment or other exchange.

7 Content Marketing Lessons from Napoleon Hill
Joe Pulizzi did a great job of updating lessons from Hill’s 1937 masterpiece. This is a great read for CEOs and other association professionals.

Content Marketing Builds Associations 4 Ways 
My summary of key points from Managing Content Marketing by Joe Pulizzi and Robert Rose.

I Don't Understand What Anyone Is Saying Anymore
Delightful essay from @DanPallotta about what we write and say (that’s content). Surely none of you are using jargon when you are thinking out of the box, right?!

BONUS:  Added Monday morning
Thanks to Brian Reuwee of Stronger By Association for sharing this bonus tip from FastCompany:

4 Ways To Create Brand Content People Actually Care About  

  1. Start with what you already have.
  2. Let the social conversation lead.
  3. Abide by your customer’s to-do list.
  4. Make transmedia your best friend.

CONTENT MARKETING/MANAGEMENT FOR ASSOCIATIONS AND NONPROFITS WORKSHOP at the 2012 Content Marketing World Conference. September 4-6, 2012. Columbus, Ohio.  Save $100 on your registration: enter discount code SCDGROUP.

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