Attract & Retain Members with Content Strategy

  • View
    1.683

  • Download
    0

Embed Size (px)

Text of Attract & Retain Members with Content Strategy

  • A"ract & Retain Members with Content Strategy

    RealMatch webinar, Jan. 29, 2015

  • About me

    Helping organiza

  • ABA HIMSS COMPT

    IA Florida Realtors

    FINRA Oswego

    308 NAR

    Cal State

    Community

    Health

    Some orgs weve worked with

  • 1. What is content strategy? 2. Which problems can it solve

    for associaBons? 3. What to do? 4. Where to start?

    What well answer in this webinar

  • Why do people visit your website?

    Design? Graphics? Widgets?

    The carousel on your homepage?

    hMp://shouldiuseacarousel.com/

  • Content lets users do what they need to do

    Take advantage of what you offer Find out why they should join or stay Learn how your associa

  • Content lets you achieve your goals

    AMract prospec

  • hMp://envisioningtheamericandream.com/

  • Department

    Message

    Audience

    Department

    Message

    Department

    Message

    Department

    Message

    Audience Audience Audience

  • The number one challenge to membership growth is difficulty in communica
  • What is content?

  • Many types of content Policies Session descrip
  • Content takes different forms

    Web pages Blog posts Infographics Images PDFs Video Audio

  • What is content strategy?

  • Who What When of publishing Where content online WHY How How

    What is content strategy?

  • Who, what, when, where, why, and how of publishing content online

    A strategic statement tying content to business goals The people, processes, and power to execute that

    statement

    Defini

  • How does content get to the site? How long should content stay live? How can we make sure that people create content so it can be found and used?

    How much content is there in each sec

  • How good is the content that currently exists how relevant is it to the audience, does it help the organiza
  • How can we make sure people can get what theyre looking for on any device?

    How can we proac

  • What problems can content strategy solve for associa
  • Content problems Language/jargon Priori
  • More content problems Hard to find informa
  • hMp://xkcd.com/773/

  • What to do?

  • Department

    Message

    Audience

    Department

    Message

    Audience

    Department

    Message

    Audience

    Department

    Message

    Audience

    Old thinking

  • 36

    hMp://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/

  • Organiza
  • Associations are complicated

  • Content

    strategist as

    orchestra

    conductor

  • Content strategy is change management

  • Myths your members think about digital

    Its free, instant, and you can do it in your spare

  • The real facts

    Every digital channel needs a strategy and the right iden

  • Quality takes
  • I have made this [le.er] longer than usual because I have not had 7me to make it shorter. Blaise Pascal, 1657"

  • Content needs a measurable goal What the user should do aeer reading the content

    What the user should know or feel aeer reading the content

    Download

    Register

    Understand

    Perceive

    Succeed

  • Content results come from Quality wri
  • Its about them, not you

    To convert a larger share of your site visitors, the content must focus more on the visitors than on the business.

    Customer Focus Calculator hMp://www.customerfocuscalculator.com/

  • Its about them, not you

  • Its about them, not you

  • Its about them, not you

  • Its about them, not you

  • Content Lifecycle

    Conceive Create Publish Promote Maintain Re

  • Conceive and create Conceive Set goals Business: make or save money User: increase sa
  • Publish and promote

    Publish Review process: quality, facts Content Management System (Wordpress)

    Promote On-site: home page, landing pages, topics Off-site: e-newsleMers, social media, adver

  • hMp://www.lightboxcollabora
  • Maintain and re
  • Governance

    Who is in charge of your content? Who reviews and approves it? Who makes sure it is tagged correctly? Who can say no? What processes do (or should) exist to ensure that the right content is published?

    How will content be archived, and what does archived mean?

  • Be a deejay for your content Save
  • Act like a user Do the top searches yourself and see what you see

    Go beyond the first few pages, and youll see problems

  • hMp://loremoopsum.tumblr.com/post/37034901905/tweeted-by-my-friend-and-fellow-content-strategist

  • Priori
  • Where to start?

  • Benchmark where you are today Focus on one thing Ask why?

    Start today

  • Eliminate ROT (redundant, outdated, or trivial) Put your content through the we we test Use their words

    Give the users what they want

  • Does your site have ROT?

    Taken Jan. 27, 2015

  • Eliminate jargon Increase readability

    Improve the quality

  • Ensure that content has a goal Show budget-holders that your content strategy is working

    Help content owners share their successes

    Get and keep buy-in

  • Content strategy checklist hMp://www.hilarymarsh.com/content-strategy-libraries/content-strategy-checklist/

    Content strategy roadmap hMp://www.hilarymarsh.com/?aMachment_id=880

    Content assessment scorecard hMp://www.hilarymarsh.com/?aMachment_id=879

    Some useful tools

  • Thank you! To reach me: Hilary Marsh hilary@hilarymarsh.com 312-806-7854 www.hilarymarsh.com Also: twiMer.com/hilarymarsh slideshare.net/hilarymarsh linkedin.com/in/hilarymarsh