Monday, September 17, 2012

Top 5 Roadblocks to Association Content (Marketing) Strategy

About 30 associations and nonprofit organizations participated in the 2012 Content Marketing World Conference workshop for associations and nonprofits. 

Last week, I wrote on ... 

10 Reasons Why Content Marketing Benefits Associations


During our CMWorld 12 session, we asked participants to give us the issues and roadblocks to implementing content marketing strategies within their organizations.

Here are the Top 5 “roadblocks” to content (strategy) marketing:



#1 Organizational Silos 
  • Getting different departments to share & collaborate. 
  • How have others “broken” the silos in their organizations? 
  • The “program departments” are closer to our audiences than we are but getting them to help curate content that will reach our varied audiences is a constant issue. 
  • Who is best to execute the process within an organization? 
  • Struggling on sharing content curation within organization. 
#2 Time and Resources
  • Dealing with limited resources: “So much potential, so little time.” 
  • Time management. 
  • Focus: too much content; too many audiences. 

#3 Processes & Buy-In
  • We’re “chained” to current processes so have no time/energy to innovate. 
  • We face resistance to doing things differently. 
  • I’m in a “risk adverse” organization. 
  • Getting approval to move forward. 
  • Getting buy-in from entire board to try new approaches ... one person can stop progress. 
  • Struggling to establish social media guidelines so just not doing it. 
  • Paralyzed by process ... we’re not very agile. 
  • What are the best practices for content curation. 
#4 Analytics
  • Analytics are severely lacking. 
  • What are the specific content marketing metrics for associations? 
  • Face the “ROI question” from leadership. 

#5 Audience

  • Non-responsive audience; apathetic. 
  • How do we get our audiences to engage in conversations with us? (We have content & vehicles but less engagement!) 
  • My audience is small (and rarely online): How do I find out more about what they like and want from our website? 
  • Having a conversational voice on social media while maintaining the “brand integrity.”

1 comment:

  1. Thank you,
    The information you shared is very informative
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