Monday, October 22, 2012

7 Articles for Association Executives: SCDdaily's Readings of the Week

Here are seven articles of value to association executives and other association professionals:
The Static Website Is Dead — Long Live Personalized Content  
By Mark Sherbin via Content Marketing Institute

Delivering the right message to the right person at the right time is tricky. But existing techniques and new technology are upping the ante in an emerging trend called content personalization. Your content marketing could benefit big time from it — especially if you cater to different audience segments. Content personalization (or customization — take your pick) is a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It ranges from a highly targeted call to action to a revolving landing page based on geographic or industry-specific segments. It’s a user experience shortcut that connects your audience with the information it needs more quickly, enhancing the chance of converting the lead.
What Marketers Can Learn from Farmers
By Becky McCray via MarketingProfs.com

Marketing is a game of seasons and cycles. We deal with ups and downs, timing, and patience. It's a lot like farming, actually. Farmers have to deal with seasons, and so do you.
Reaping Rule 1: You reap what you sow
Reaping Rule 2: You reap after you sow
Reaping Rule 3: You reap more than you sow

5 landing page tips that will increase email opt-in rates 
From KissMetrics
  1. Make the offer match the medium
  2. Offer less than you think you should
  3. Reduce form fields
  4. Turn your call-to-action into a give-the-payoff
  5. Use a splash page
What Should You Put on Your Nonprofit Website? 6 Bright Ideas for Content
By Joanne Fritz, About.com Guide

If your nonprofit has a website, you are a content creator. That's because websites are no longer static. They are dynamic sources of continually changing information. There are so many reasons to have good content on your nonprofit website, but two stand out:
• It engages supporters and potential supporters with information relevant to their needs.
• It helps people find you when they search online, either for your name specifically or for information about the issues on which your organization is an expert.
  1. Articles
  2. Photos
  3. Video
  4. Blog
  5. News Room
  6. User Generated Content
Engaging the “Pole Vaulters” on Your Staff 
by Katie Truss, Emma Soane, Kerstin Alfes, Chris Rees, and Mark Gatenby via Harvard Business Review
You may know the five principles for increasing employee engagement: Keep people informed, listen, set clear objectives, match the person with the job, and create meaningful work. Though these tactics provide a good foundation, firms should also tailor engagement programs to reach different types of workers. After studying eight companies with a total of 180,000 employees, we and our coresearchers Kerstin Alfes, Chris Rees, and Mark Gatenby classified workers into four groups and identified effective ways firms have customized programs. Our findings suggest that such efforts lead to more-engaged employees, who in turn perform better, are more loyal, take less sick leave, are less likely to quit, and enjoy better health and personal well-being. See if you recognize your direct reports in the types from our study.

Why Engaging Your Employees Is The Answer To Strategic Planning  
By Holly Green via Forbes

You may be funny, smart and easy to dance with, but if you are not engaging employees on an ongoing basis, all of your work in developing a strategic plan will be for naught. In my last two blogs, we talked about informing and inspiring employees during implementation of the strategic plan. The last piece of the puzzle involves engaging people so that they fully commit continuously to achieving the plan.
• When we inform people by clearly communicating the company’s destination, they develop a sense of direction and focus.
• When we inspire people by explaining why the destination is important, they develop the motivation and determination to see the race through.
• When we engage them in reaching that destination, they become more willing to make decisions, take appropriate risks and act in the best interests of the organization.

Content Marketing to a ‘Multi-Screen World’ [RESEARCH] 
By Anna Ritchie via Content Marketing Institute
In a recent research report, “The New Multi-screen World: Understanding Cross-platform Consumer Behavior,” Google (in partnership with Sterling Brands and Ipsos) set out to uncover and understand how consumers are interacting with media in their everyday lives. Their findings are quite enlightening for content marketers, who are continuously looking for new ways to “break through the clutter” and grab the attention of their target customers — people who are constantly distracted by TV, social media, online content, and more, often all at once.

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