Associations, learn how to think about your content in a new way and ensure that it is successful for your audiences and your organization.

1. Content +
Community
Hilary Marsh
2015 TECNA Summer Conference

2. h"p://parispourlesenfants.e-­‐monsite.com/pages/les-­‐moins-­‐de-­‐5-­‐ans/jardin-­‐du-­‐palais-­‐royal.html
Your takeaways
1. How to make the most of your
content, regardless of channel
2. Where to start, where you’ll
want to end up
3. Some best practices to position
you for success
4. How to get this done

3. h"p://parispourlesenfants.e-­‐monsite.com/pages/les-­‐moins-­‐de-­‐5-­‐ans/jardin-­‐du-­‐palais-­‐royal.html

4. h"p://parispourlesenfants.e-­‐monsite.com/pages/les-­‐moins-­‐de-­‐5-­‐ans/jardin-­‐du-­‐palais-­‐royal.html
Road to Success
1. Know your value proposition
2. Identify your content
3. Prioritize your audiences
4. Know what they want
5. Deliver value
6. Make it sustainable

5. The number one challenge
to membership growth is
difficulty in communicating value
or benefit.
—2014 Membership Marketing Benchmarking Report
h"p://www.marke=nggeneral.com/resources/benchmark-­‐report/

6. h"p://alorindanya.deviantart.com/art/Enchanted-­‐Castle-­‐4-­‐187579836
Your
value

8. What
is
your
value?

13. Event enthusiasm
But what happens when they leave?

14. Transform
the ethereal
into the real
h"p://videoworldbook.com/mirage2.gif

15. Your
content
h"ps://www.flickr.com/photos/mharrsch/187670680

16. h"ps://www.flickr.com/photos/mharrsch/187670680
What is
content?

17. Content is how
everything you do
is manifested
in the world

18. Source: Ahava Leibtag, Aha Media Group

19. Many types of content
• Event recaps
• Conference session descriptions
• Product details
• Course listings
• Executive biographies
• Member profiles
• Press releases
• Newsletters
• Updates on legislative issues
• Etc., etc., etc.

20. Content takes different
forms
• Web pages
• Blog posts
• Infographics
• Images
• PDFs
• Video
• Audio

21. Content
amplifies your
voice

22. Facebook
post
Newsle"er
promo
Blog
post
Presenta=on

23. Look beyond the package
Current package
In-person networking
Engaging presentations
Conversations
Participation in advocacy
efforts
Job listings
PR for members

24. Look beyond the package
Current package
In-person networking
Engaging presentations
Conversations
Participation in advocacy
efforts
Job listings
PR for members
Opportunity
èProfessional connections
èBusiness knowledge/
education
èInformation-sharing
èReassurance that you
“have their back”
èProfessional development
èVisibility to their potential
customers

25. “
It’s
your
turn
h"ps://www.flickr.com/photos/brizzlebornandbred/11666824305

26. Topic Mapping Exercise

27. Topic Mapping Exercise

28. Your
audiences

29. 29
h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen

30. 30
Anthony
Susan
Allen
Maggie

32. h"ps://www.flickr.com/photos/helga/3393469253/
Your
turn
again

33. h"p://envisioningtheamericandream.com/

34. What do
they want?
What
you
want
to
tell
them
What
they
want
to
know

35. Content lets users do what
they need to do
• Take
advantage
of
what
you
offer:
learn,
connect,
etc.
• Find
out
why
they
should
join
or
stay
• Understand
how
your
associa=on
helps
them
in
their
profession
• Get
answers
to
their
ques=ons
quickly,
without
calling
you

36. Content lets you
achieve your goals
• A"ract
prospec=ve
members
• Retain
and
engage
current
members
• Increase
use
of
programs,
resources,
tools,
and
informa=on
• Increase
awareness
of
and
par=cipa=on
in
poli=cal
advocacy
efforts
• Increase
non-­‐dues
revenue

37. Ask them, listen to their
questions
• Post-event surveys
• Communication surveys
• Requests made to your key contacts

38. Look,
learn

39. h"p://blog.hubspot.com/marke=ng/bo"omless-­‐backlog-­‐blog-­‐topics

40. Your
content
menu

41. “
Your
turn
again
h"ps://www.flickr.com/photos/brizzlebornandbred/11666824305

42. Content ROI
Format
Reach
Level
of
effort
Relevance/availability
Presenta=on
at
an
event
50
people
–
only
those
present
at
the
event
High
No
ongoing
availability
Infographic
summarizing
the
presenta=on’s
takeaways
All
members
High
Anyone
interested
in
the
topic.
Long-­‐term
availability
Interview
with
the
speaker
All
members
Low
Anyone
interested
in
the
topic.
Long-­‐term
availability

43. h"ps://www.flickr.com/photos/telachhe/3342173731/
Keep
trying

44. h"ps://www.flickr.com/photos/telachhe/3342173731/
Keep
trying

45. Crawl, walk, run, fly
• Start small
• Scale up
• Stand out

46. Write to your audience

47. Learn how they behave

49. Courtesy
of
Melissa
Zinder,
NBOA

50. www.bobangus.com

51. h"p://www.kaushik.net/avinash/smart-­‐analy=cs-­‐dashboard-­‐modules-­‐insigh`ul-­‐dimensions-­‐best-­‐metrics/
h"p://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac=cal-­‐best-­‐prac=ces-­‐=ps-­‐examples/

52. Where
to find
the time?

53. A story

54. Thank you!
Hilary Marsh
hilary@hilarymarsh.com
@hilarymarsh
Download this presentation and the
handouts at www.hilarymarsh.com/tecna