managing content to enhance client value
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2011 AMC Summer Meeting Managing Content to Enhance Client
Value
Becky RasmussenDirector of Content ManagementDrake & CompanyAugust 6, 2011
Content Marketing – What We’ll Cover What does it mean? What does it mean for associations? Is your organization content-driven? 7 mistakes you may be making 10 things you can do to instantly
improve your content
Content Isn’t New for Associations
Content Model Is Changing
News
Audience
Information
Traditional Media
Members Have Choices
Challenge = Opportunity
ExpertKnowledge
Members
Information
Association
Think and Act Like a Publisher
Publishing is the process of production and dissemination of information – the activity of making information available for public view.
Your Goal?
“To be THE World’s Leading Expert in
Your Niche EverywhereYour Members Are”
- JuntaJoe
Is Your Organization Content-Driven?It starts at the top …AMC structureLeadership buy-inInternal championStaffing/hiring/trainingClient strategies
What’s your structure?
Content-driven organization
Do you have your ducks in a row?
Content strategist Project manager Managing editor Content creators/writers Design Web development Research/measurement
7 Deadly Sins of Content
Mistake #1 – Starting without a strategy
The goal of content? Member benefit Member engagement Member recruitment Lower customer service costs Thought leadership Content to pay for itself Someone thought it would be cool Executive director wants it
Prioritize and Choose!
7 Deadly Sins of Content
Mistake #2 – Not defining your audience
Your members are not all the same
Bob
• Manages 3,600 acres of trees
• Pacific Northwest• Sells to big box stores• Biggest concern is rising
freight costs• Gets news online
• Small Choose & Cut farm• Gulf Coast of Alabama• Offers tours, Santa, train
rides• Biggest concern is
weather• Prefers print
Steve
It’s not just about members …
Mainstream media Industry media Consumers/general public Researchers Policymakers Students/youth Potential members
Is your association the expert
in their eyes?
7 Deadly Sins of Content
Mistake #3 – It’s all you, you, you.
Be user focused
“If the story is not about the hearer, he will not listen.” – John Steinbeck
7 Deadly Sins of Content
Mistake #4 Not addressing pain points.
Find out what keeps them up at night Member/reader surveys Communications audit/focus groups Editorial committees Social media Google alerts Where else are they hanging out? LISTEN!
Refrigerator Journalism
What is your organization
currently producing that is so relevant and valuable that it earns a spot on your members’
“fridge”?
Your Story Here
7 Deadly Sins of Content
Mistake #5Confusing “Content” and “Tools”
vs.
Content vs. Tools
Content Tools
“Engaging content starts and ends with telling a good story.” – David Drickhamer
7 Deadly Sins of Content
Mistake #6Not making the most of content
Reuse
RepurposeReimagine
Tell the story across platforms
Reducing Antibiotic Residues
7 Deadly Sins of Content
Mistake #7Creating content and forgetting
about it
Keep your content alive
• Archive • Share• Re-imagine• Measure• Evaluate • Adjust
Measurement tools
• Communications audits• Reader surveys• Member surveys• Web/social media analytics• Listening tools/chatter• Direct action
10 Things You Can Do Today#1 – Find an Internal ChampionThinks like a publisher/ journalistNose for the newsPassion for telling storiesPassion for new technologyProblem-solverMulti-tasker
10 Things You Can Do Today
#2 – Set Goals for Your Content
What does success look like?
One year from now, what is different?
WRITE THESE DOWN!
10 Things You Can Do Today
#3 – Start listening.Where are your members hanging out?What’s on their minds?What are they saying about you?What are your competitors saying?How is your content being used?What issues aren’t being addressed in the marketplace?
Start listening
Google Alerts
Start listening
Social media dashboardsHootsuite
TweetdeckNetvibesTrackurRadian6
10 Things You Can Do Today
#4 – Take a content inventory.
Educational sessions
Webinars Articles Newsletters Magazines/Journals Research Annual Reports
Videos/audio White papers Online
communities Website content Blogs Directories Marketing
materials
10 Things You Can Do Today
#5 – Give your content new life.
Give content new life
10 Things You Can Do Today
#6 – Develop a content calendar
Content Schedule 1=Daily (Twitter, Facebook) 7=Weekly (Tip of the Week, blog) 30=Monthly (Webinar, enewsletter) 4=Quarterly (eBook, Magazine) 2=Bi-Annually (conference) 1=Yearly (white paper, research project)
10 Things You Can Do Today
#7 – Focus on call to action/so-what statement
10 Things You Can Do Today
#8 – Start (or keep) tracking
Strategy should guide measurement
Your metrics depend on your
goals.
10 Things You Can Do Today
#9 – Stop doing things because “everyone else is.”
The right mix for your association:•Where members are•Where they’re headed•What you’re trying to accomplish
10 Things You Can Do Today#10 – Tell good stories.InformEngageTeachInspireShareCompelEntertain
Be the FIRST and LAST stop for members/readers/users.
Content First … Tools Second.
Questions?Comments?
Contact Information:
Becky RasmussenDirector of Content ManagementDrake & CompanyPhone: 636/449-5040E-mail: rasmussen@drakeco.comWebsites: www.drakeco.com or http://blog.drakeco.com
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