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h"p://parispourlesenfants.e-‐monsite.com/pages/les-‐moins-‐de-‐5-‐ans/jardin-‐du-‐palais-‐royal.html
Your takeaways1. 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
h"p://parispourlesenfants.e-‐monsite.com/pages/les-‐moins-‐de-‐5-‐ans/jardin-‐du-‐palais-‐royal.html
h"p://parispourlesenfants.e-‐monsite.com/pages/les-‐moins-‐de-‐5-‐ans/jardin-‐du-‐palais-‐royal.html
Road to Success
1. Know your value proposition2. Identify your content3. Prioritize your audiences4. Know what they want5. Deliver value6. Make it sustainable
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/
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.
Look beyond the packageCurrent packageIn-person networkingEngaging presentations
ConversationsParticipation in advocacy effortsJob listingsPR for members
Look beyond the packageCurrent packageIn-person networkingEngaging presentations
ConversationsParticipation in advocacy effortsJob listingsPR for members
OpportunityèProfessional connectionsèBusiness knowledge/ educationèInformation-sharingèReassurance that you “have their back”èProfessional developmentèVisibility to their potential customers
29
h"p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
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
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
Ask them, listen to their questions
• Post-event surveys• Communication surveys• Requests made to your key contacts
Content ROIFormat 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
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/
Thank you!Hilary [email protected]@hilarymarsh
Download this presentation and the handouts at www.hilarymarsh.com/tecna