Manage Content, Grow Member Value

Stop Being Content Fried:

This is NOT a lecture.I am NOT talking for 75 minutes! Key points. Dialogue. Discussion.

Beginnings …

About Me

Coach: “Drake, you’d be better if you were more mobile, agile and hostile!”

#NESAE

I’m Content Fried!

What About You?

• And, you want me to read what? Now?

Are You Content Fried? At your tables: please answer this question:

What do you do to reduce the stress from all the content?

1. Content Management – Why?2. Added Member Value3. Gather, create, curate, distribute 4. Editorial Formula5. Content Tools (Periodic Table)6. Research / gathering7. Structure & Costs8. Control: production & viewing

Suggested Agenda

Please share your expectations of the next 74 minutes. What do you expect to discover in this

session?

Beginnings …

1. Associations need $ and Time2. Associations no longer control information3. Conversations happening without associations4. Managing content key to adding value5. You are what you publish6. Influence the lurkers7. Go mobile NOW

Assumptions

Add value for members Recruit new members Enhance efforts with multiple use Overcome competitors

Why Content Management?

Money (dues, donations)

Association needs from members

Time

Member Value = Time

Find ways to gather, curate & distribute important information (regardless of source) for your members.

Share it with them. You’ll save them time! And, become a hero!

What to be a hero?

Develop Member Personas

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

Curate & Distribute

1. Review & verify your content (information)2. Develop content strategies3. FLIP your “publishing” process 4. Follow 1-7-30-4-2-1 editorial formula5. Select appropriate tools from Periodical Table

of Content Marketing

Start with daily digital Measure with analytics Put the best in your other

publications

Flip Your Publications

1 = Something daily (news update on website, thought for the day, Tip of the Day, etc.)7 = Something each week (Tip of the Week, weekly

eletter, etc.)30 = Something monthly (magazine, newsletter, webcast, etc.)4 = Something quarterly (Webinar, etc.)2 = Something twice a year (white paper, research

report, etc.)1 = Something annually (conference?)

1 – 7 – 30 – 4 – 2 - 1

Content Marketing Tools

How Table Works

How Table Works

Content Marketing Tools

Content Marketing Tools

Content Marketing Tools

Content Marketing Tools

That’s the editorial formula & Periodical Table of Content Elements.

Your turn ... discuss and surface any questions/ideas

Now, share

Transition

End of Chunk 1

Chunk 2 = Tactics

Repurpose

Reuse

RepurposeReimagine

Using once = wasted resources

Tell the story across platformsReducing Antibiotic

Residues

Monitor “social media outposts” Example: FEMA (Vern) Example: STL HBA (Pat) Example: SLAMPI (Beth)

Listen = Member Benefit

Listening at Work

Listening Tools Google News Alerts Twitter search Blogs (industry and/or profession) RSS feeds to Google Reader Google Scholar Prismatic

Create Google News AlertsSelect “key words” create search for each

TweetDeck “columns”Select “key words” with columns for each

Things You Can Do Today 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?

Questions Repurposing Listening

Transition

End of Chunk 2

Chunk 3 = Other

Centralized structure◦Specific “staff or department”◦How do other

staff/departments “fit in”?◦Who is “goalie” for what goes

to members? Decentralized◦Anyone and everyone?◦Who organizes?

Content Management Structure

Content-driven organization

President, CEO

VP, Client Management

Executive Directors

Assistant Executive

Director(s)

Education Coordinator(s)

VP, Client Services

Director of Membership

Services

Membership Services

Specialist(s)

Director of Content

Management

Content Management Specialist(s)

Freelancers

Director of Marketing &

Communication

Marketing & Communications

Specialist(s)

Marketing & Development Specialist(s)

Director of Meetings &

Events

Meeting & Event Specialist(s)

Director of Fund

Development

Fund Development Specialist(s)

VP, Financial Services

Accounting Specialist(s)

Small Staff Structure

Executive Director

Member Engagement

Volunteer

Freelancer

Education & Meetings

Financial Services

Depends on size, scope and commitment How much staff time?◦Depends: from 1 to 8 hours a day◦Survey of marketers: 1-8 hours a week

What is dollar cost?◦Most tools are free; cost is staff time

Costs

Who can create/distribute/comment?◦Selected staff/leaders?◦Anyone?

Who can view? ◦Members only?◦Anyone?

Control

Things You Can Do TodayStop 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

Things You Can Do TodayTell good stories. Inform Engage Teach Inspire Share Compel Entertain

Be the FIRST and LAST stop for members/readers/users.

Content First … Tools Second.

End of Chunk 3

Chunk 4 = Mobile

Mobile Mania

Cell Phone Users

billionComputer Users

billion

Go Mobile

360370380390400410420430440450

391

441

Web versionMobile version

Smart Phone/Tablet Sales

0

100

200

300

400

500

600

304.7

491.4

2010 2011

Global Sales: Tablets

Global Sales: Smart Phone

Compare this website mobile.southwest.com

Web vs Mobile:Compare Southwest

Explore “responsive design” so you reach multiple platforms

Want More?Content Marketing/Management for Associations & Nonprofits Pre-conference workshop Tuesday afternoon, September 4 Awesome conference! Save $100. Use “SCD Group” in

discount codeDisclosure: I’m coordinating the workshop