Sunday, May 13, 2012

Readings of the Week: 7 Reads for Association Leaders

Here are some articles you and others on your association management team should consider as “must reads” for association staff.
The Future of Association Publishing
This short video from the Association Media & Publishing provides a look into the future of association publishing (magazines, newsletters, digital, etc.). Mobile will turn publishing upside down. The process will begin by publishing (online) first; curating your streams of content; then selecting what gets “printed.” As fast as digital tools are growing, time now for associations to plan and prepare for what it looks like in 2015. After watching the video, be sure to read Maddie Grant's post 
Flipping Your Publishing Model.
100 Content Marketing Examples 
[Note this is a large PDF file]
I’ve been talking about Content Management/Marketing for more than two years. Now comes this great piece from the Content Marketing Institute ... 100 concrete examples for your review. Remember, as you examine these lessons, “convert” the examples from these businesses to your association or nonprofit.

Want to discover more about content marketing and how it can increase value for your association? Attend the 2012 Content Marketing Workshop for Associations and Nonprofits at the Content Marketing World conference in Columbus (Ohio) September 4-6, 2012!  Save $100 on the registration when you put SCDGroup in the discount code.

How to Avoid “Shiny New Technology” Syndrome in Content Marketing 
This case study from the Content Marketing Institute and Clark Kokich Razorfish chairman.
Robert Katz was becoming frustrated. The year was 2009, and Katz was CEO of Vail Resorts during what was turning out to be the worst economic downturn since the Great Depression. He needed revenue, so not surprisingly, he turned to his marketing team for ideas. Katz was well aware of the explosion of new marketing channels. He had been to a number of meetings where he was bombarded with facts and figures highlighting the rapid rise in mobile, social, gaming, digital-out-of home and online video. Vail did what almost every company does today. Its internal mobile people met with mobile agencies and technology providers. Its internal social people met with social agencies and technology providers. And so on. In the end, Katz was presented with a mobile strategy, a social strategy and a content strategy. But here’s where the story took an interesting turn. Katz said no. Click to read the rest of the story to see what Vail did.

Social Business: Where It's Been & Where It's Going
By David Armano is EVP, Global Innovation & Integration at Edelman Digital.
"Chasing the past, I stumbled into the future". - T A Sachs. I've always been a firm believer that in order to look to the future, we must look back to and fully grasp the past (and the present). Having had several recent engaging conversations with smart people who I respect, I've picked up a hint of exhaustion around usage of the word "social". Could it be that some who saw the "change" coming years ago are weary of having carried that torch for so many years as we move into the heavy lifting? It's natural to want to move to the next thing—but I'm convinced that today we are largely still talking about the "social media" era. The best of "social business" is yet to come in my opinion and we have a lot of work to do in between.” This article looks back before looking forward.

Jack Palance, a Beach Metaphor and the Secret of Nonprofit Success  
From Joe Waters in NPQ (NonProfit Quarterly).
“One thing. Just one thing. You stick to that and the rest don’t mean s***"

3 Ways to Extract Brand Stories from Inside the Company
By Joe Pulizzi at Content Marketing Institute.
You’ve done it. You’ve developed why you need the content, created and vetted the buyer personas, and identified the buying stages where this essential content will have impact on the business. As you start to dig into your content marketing channel and workflow strategy, you realize that you simply don’t have enough brand stories to meet the demands of the content marketing initiative.

The Quest for Knowledge: 7 Commonalities of 2011 Baldridge Performance Excellence Winners  
Dr. Harry Hertz, Director of the Baldrige Performance Excellence Program, writes of the seven common themes he gleaned from the winners of this program about excellence. They are:
  • People and Relationships 
  • Mission and Values
  • Openness, Transparency, and Communication
  • Entrepreneurism and Innovation
  • Intelligent Risk Taking
  • Technology
  • “Do other things well, and financials will follow”

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