6 ways to produce content that members value

6 Ways to Produce Content that Members Value

6 Ways to Produce Content that Members Value © WebLink International @WebLink

Session Agenda

• Content Types

• Ways to Create Content

• Distribution

• Measurement

• Get this presentation


About Me

• Curt Moss, Senior Product Marketing Manager @ WebLink

• 12 years at member-based orgs – Las Vegas Chamber of

Commerce – Chapter of National Safety

Council • 7 years @ WebLink

– Faculty for W.A.C.E. – Present at association and

chamber conferences

linkedin.com/in/curtmoss

@curtmoss

http://www.linkedin.com/in/curtmoss

http://www.twitter.com/curtmoss

http://www.twitter.com/curtmoss


About WebLink

• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations

• Established in 1996, 60 Employees, based in Indianapolis, IN

• 94% Customer Retention Rate

• Based in Indianapolis, Indiana

• 94% Customer Retention Rate


About WebLink

@WebLink

facebook.com/weblinkinternational

linkedin.com/company/weblink-international

youtube.com/weblinkinternational

slideshare.net/weblinkinternational

http://www.twitter.com/weblink

http://facebook.com/weblinkinternational

http://www.linkedin.com/company/weblink-international

http://youtube.com/weblinkinternational


About WebLink

• Membership Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success


About WebLink

• iPad app for mobile commerce

• Integrated credit card reader

• New member sales

• Event registrations

• Pay open invoices


WebLink Blog


How Can Creating Great Content Benefit Your Organization?


Extend Your Reach


Increase Member Engagement


Grow Your Membership


Value vs. Relevance


Value vs. Relevance

• The most frequently used word with “Relevant” is…

• NOT


Value vs. Relevance

• No one says, “Wow, that association is really relevant for me.”

• They want useful. • They want ROI. • They want value.

6 Ways to Produce Content that Members Value


Answer member questions



• You get emails, phone calls and questions at events.

• Stop answering them! (sort of)

• Why help 1 when you can help 100, or 1,000?

• Blog posts or FAQs section of your website

• Share on social media when updated


http://blogs.tallahassee.com/community/2013/08/30/tallahassee-writers-association-blog-ask-seanachaidh-questions-and-answers-on-writing/


http://www.ameribev.org/blog/


http://nfpatoday.blog.nfpa.org/



• “What’s the association’s position on [issue]?”

• When does the [industry] report come out?

• How often are certification classes offered?



• Follow up questions on a blog post or article

• Create a new post and link to it from your reply

• Check other industry blogs/websites as well

• Try answering 1/week, create a calendar to schedule

Content

Reply/Question

New Content


Find the questions they aren’t asking you



• LinkedIn Groups • Quora • Yahoo Answers • Twitter search • Google Alerts • Other association or

industry websites’ FAQs.

http://www.quora.com/

http://answers.yahoo.com/

https://twitter.com/search-home

http://www.google.com/alerts



• Use broad industry terms first

• Google searches: – How do I manage my …? – Tips for

selecting/choosing a… – HR for [my industry] – [my industry] taxes


Google keyword planner

https://adwords.google.com/ko/KeywordPlanner/Home



• How to do [whatever] – Create a LinkedIn page – Manage a Facebook

page – Install a new phone

system – Choose a payroll

company – Find new office space to

lease


Create numbered lists


Create numbered lists

• More concise & engaging

• Creates a promise for what’s in store (no guessing)

• Sets expectations • “Quick” read


Examples

• 7 ways for [industry] to grow with technology • Do you recognize the 5 warning signs your

business is in trouble? • 8 types of [industry term] – which group are

you in? • 11 email subject lines you can use to get your

clients’ attention • 5 things successful [industry term] do


Ask them


Sample questions

• “What’s the biggest challenge facing your business?”

• Write about how your association is addressing that issue

• “What resources do you need to help you run your business?”

• Create additional resources, or link to existing ones – even if they are not yours


You Get Two Chances To Win

You asked them a question!

You answered the question!


Ask them

• During sales process • At events • Electronic surveys • Call them (include in

other calls) • Social media • Listen

• Polleverywhere.com

http://www.polleverywhere.com/


http://www.polleverywhere.com/


Profile members & industry experts



• “How I got the business”

• Tips for surviving the first 2 years of business

• What’s the future of [industry]?

• What’s the biggest mistake you made running your business?



• Why they joined • What specific programs

and benefits to they use • Include org type, size,

length of time in business so others can relate


http://www.aafcs.org/membership/spotlight.asp


http://www.naeyc.org/content/member-spotlight-laura-newman


http://www.hcea.org/?page=member_spotlight


Share others’ content


Share others’ content

• Find content via: – Twitter search or the

people you follow – LinkedIn connections,

groups – Google alerts – Email newsletters – Local or industry

websites

Retweet

Share on Facebook and

LinkedIn

Post links to other content


Bonus Tip: Use Your Data

• Size of business • Type of business • Length of time in

business • Annual dues • Reasons for joining • Interests

• You are tracking this,

right?


Content Guidelines

• Findable • Readable • Understandable • Actionable • Shareable

Source: Content Marketing Institute

http://www.contentmarketinginstitute.com/wp-content/uploads/2011/04/leibtag_content_checklist.pdf

http://contentmarketinginstitute.com/


Types of Content

• Blog posts • Articles/pages on site • eBooks • Case studies • Videos • Webinars (record them) • Slide Share


Repurposing Content

Blog Post

Webinar

Slide share Video

eBook


25 Blog Posts (Content) Ideas



1. Why do businesses join your association? 2. How does your association impact business

in your industry or your community? 3. Who is your longest-standing member? Why

have then been a member so long? 4. Who is your latest member? What caused

them to join? 5. What is your association doing to conserve

energy?



6. What are your members doing to conserve energy?

7. How do taxes impact your members? Are there specific issues going on now that your association has a position on?

8. What was the last unexpected thing your association did?

9. What social media platforms does your association use and how can your members follow you there?

10.What phone call did you get today that you should share with your audience?



11.What was the last event you had? What was discussed there that should be shared?

12.What other business blogs do you follow? Why? 13. What was the last good business book you

read? How would your members find it valuable?

14.What’s the most frequently used service or benefit of your association?

15.What’s the least frequently used service or benefit of your association? (That members don’t know about, but should)



16.What’s the biggest misconception about your association?

17.What's the latest mistake your association made? How did you recover?

18.What's the funniest business story you have? What’s the make-up of your members?

19.How many small businesses vs. large businesses? Are you working to change this make up?

20.What members have you helped to grow their business? How many jobs were created?



21.What is your disaster recovery plan? What resources could members use to create theirs?

22.Who do you want to thank today? 23.How does your association refer potential

customers to your members? 24.What members recently made the news that

you can share? 25.What technology do you use that your members

may find interesting?


Content!

• Use content as question prompts

• Answers to common questions

• Blog posts • Webinars • Events • Discussion questions • Research, case studies,

whitepapers

http://www.linkedin.com/company/adobe


Creating Great Content

• Understand your audience

• Connect with them • Give them information

they want & need • Use emotion


Tell a story


Creating Great Content

• Informative – Expertise – Tips – Insight

• Different – Personality – Fresh Take – Surprises


5 Reasons You Should Not Use the Indy Marriott in 2015 for the WebLink Summit

Good Morning, Curt: Here are 5 Reasons You Should Not Use the Indy Marriott in 2015 for the WebLink Summit: 1. We’ll make your conference logistics look so seamless that your

boss will think he’s paying you too much. 2. You’ll spend the weeks following your conference raving so much

about the Indy Marriott that your colleagues will think you’re a paid corporate sponsor.

3. Tension at home may arise when you start comparing our Executive Chef’s delectable cuisine to the nightly dinners your wife prepares.

4. After you sleep in one of our signature Marriott beds, your bank account will take a hit when you buy one, realizing that there’s nothing like a good night’s sleep in one of them.

5. We’ll ruin you for any other hotel because you’ll always compare them to the excellent experience you had at the Indy Marriott.

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/an-email-subject-line-your-association-can-use-to-wow-your-members-v2

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/an-email-subject-line-your-association-can-use-to-wow-your-members-v2


Great Content

“Don’t interrupt what people are interested in. Be what people are interested in.”


This isn’t the content you’re looking for


Measuring Results


Insight & Analytics


View Your Followers


Facebook Insights


Website Traffic


Word of Mouth

• Powerful • Free

• Can’t control • Potentially scary

• What are they saying?


Can you measure it?

How likely is it that you would recommend our organization to a friend

or colleague?

Scale of 0-10

The Ultimate Question


Why 0-10?

• 1-5 yields “3s”

• With 1-10 some people will reverse good/bad


How likely is it that you would recommend our organization to a friend or colleague?

10 9 8 7 6 5 4 3 2 1 0

Extremely likely

Not likely at all

Promoter Passive Detractor


Net Promoter Score

Promoters Net

Promoter Score

Detractors - =

The results may be

humbling.


New member sales


Member retention


Lifetime Value of Membership


WebLink Recap: An Integrated Solution

• ONE web-based centralized database

• Prospects, members, non-members and all reps in same system

• Financials, events, email, committees, website, reporting

Central DB

Financial System

Website

Email Marketing

Members

Events

Prospects


Association & Chamber Websites

• 500+ client websites • WebLink Local business

directory drives 67% increase in traffic from organic searches

• Adds value for members • Non-dues revenue • Responsive website

design


iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader


3 Questions


Webinar Recap

• We will email copy of presentation to attendees

• Link to video recording of webinar

• Please let us know if you have any questions


Additional Resources

• 4 Reasons Your LinkedIn Company Page Needs Work

• In Good Company: How Best In Class Marketers Use LinkedIn Company Pages To Grow Their Business

• Announcing The 12 Best LinkedIn Company Pages of 2012 [SLIDESHOW]

• 20 Tips to Amplify Your Brand on LinkedIn [SLIDESHOW]

https://www.openforum.com/articles/4-reasons-your-linkedin-company-page-needs-work/

https://www.openforum.com/articles/4-reasons-your-linkedin-company-page-needs-work/

http://marketing.linkedin.com/blog/good-company-how-best-class-marketers-use-linkedin-company-pages-grow-their-business



http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/

http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/

http://blog.linkedin.com/2013/09/05/20-tips-to-amplify-your-brand-on-linkedin-slideshow/

http://blog.linkedin.com/2013/09/05/20-tips-to-amplify-your-brand-on-linkedin-slideshow/



Additional Resources

• 15 Tips for Compelling Company Updates on LinkedIn

• Creating the Right Content for Your Association's Content Marketing Strategy

• Why Chambers and Associations Have A Content Marketing Advantage

• Using Google Analytics for Chambers and Associations

http://www.slideshare.net/LImarketingsolutions/15-tips-for-compelling-company-updates#!

http://www.slideshare.net/LImarketingsolutions/15-tips-for-compelling-company-updates#!

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/creating-the-right-content-for-your-associations-content-marketing-strategy

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/creating-the-right-content-for-your-associations-content-marketing-strategy

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/why-chambers-and-associations-have-a-content-marketing-advantage

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/why-chambers-and-associations-have-a-content-marketing-advantage

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/using-google-analytics-for-chambers-and-associations

http://blog.weblinkinternational.com/blog/membership-marketing-and-technology/using-google-analytics-for-chambers-and-associations


Webinar Summary

• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the

crowd

http://www.amazon.com/Purple-Cow-New-Transform-Remarkable--/dp/1591843170/ref=sr_1_1?ie=UTF8&qid=1286838408&sr=8-1


“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin

http://www.amazon.com/Purple-Cow-New-Transform-Remarkable--/dp/1591843170/ref=sr_1_1?ie=UTF8&qid=1286838408&sr=8-1

WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com

Curt Moss

Senior Product Marketing Manager [email protected]

http://www.weblinkinternational.com/

http://www.weblinkblog.com/

http://www.linkedin.com/in/curtmoss

6 ways to produce content that members value

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