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Most associations are great at creating content – publications, research reports, newsletters, webinars – but then what? Without a “north star,” associations often generate content without understanding who they’re talking to or the story they want to tell. This session teaches the basics of content marketing, how to turn existing content into an integrated strategy, and how to use it to attract and retain members, establish your association as a thought leader and industry influencer, and leverage that for revenue.
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Show Me the Numbers!
How Content Marketing Attracts Members, Revenue and Influence
Carla Johnson Principal @CarlaJohnson
CARLA JOHNSON
Principal
@CarlaJohnson
WHAT’S LACKING?
CONTENT MARKETING
Content marketing creates a valuable
experience through information that
engages a specific audience and prompts a
two-way conversation.
It involves developing and sharing content
that influences a prospect or customer in a
way that ultimately creates a profitable
experience.
TEACH don’t tell
HELP don’t sell
EDUCATE don’t present
Tell a STORY, don’t market
Talk about WHY you matter to them
Know WHO you’re talking to
A NEW OUTLOOK ON MARKETING
Today
Story
Audience
Content Audit
Content Strategy / Execution
Measurement
Stories
Connect
People
Associations Sound Like… • 981 people died in alcohol-related crashes in 2000
• Out of 420 pedestrian fatalities, 38% of those tested for alcohol had been drinking, and most of these had BACs over 0.08
• Almost nine out of every 10 people killed in alcohol related collisions (87.4%) were in or on the drinking driver's vehicle (i.e. drivers/operators or passengers)
• Almost nine out of every 10 drivers killed in alcohol-related collisions (87.5%) were male
• Over half (56%) of the drivers killed in single-vehicle crashes tested positive for alcohol, compared to only 20% of those killed in multiple-vehicle crashes
5000 MESSAGES A DAY
WHAT MAKES A GREAT STORY?
A Great Story Answers
WHY?
For sale.
Baby carriage.
Never used.
The more I can fill the
consumer’s emotional well
with brand stories, the
less I have to trade on it. -Jonathan Mildenhall
Coca-Cola 2020 Project
UNDERSTAND YOUR AUDIENCE
Composite of characteristics of a group of people
Understand their perspective, fears, drivers and content needs
Types of content:
o What drives them
o What information matters to them…and when
o How they access it
PERSONAS
Karen Olson, CMO / Exec VP / Sr VP “I look for concepts and ideas from a range of resources to help me establish a vision for my company that’s unique, and then build a team that can execute seamlessly.” Frustrations/Pressures/Concerns: Keeping abreast of the competition and proving company’s expertise while ensuring it stands out in the marketplace in ways different from competitors. Needs/Drivers: Personally - staying up to date, have ideas that stimulate her to connect concepts into something new. Marketing Team – Needs access to an organization that connects entire team to create better engagement.
What we want her to think: BMA delivers a ready connection to my exec peers to share ideas and advise me. Content Needs: Thought leadership, management, corp culture, prof / personal growth of teams
Content Types: • Articles • Books • Blogs • In-person Exec Events • Research Reports
Mike Kennedy, VP / Sr. Director / Director “I need education that applies to both me and my staff. Brainstorming new ideas is important, because I need to take them to my executive team, and also the team who reports to me, and know what’s viable. Frustrations/Pressures/Concerns: Having enough resources to accomplish what’s expected of group. Concerned with efficiencies and technologies that actually work once implemented. Needs/Drivers: On-going, relevant education for both him and his team. Needs both strategic insights and hands-on tactics in order to have intelligent conversations with executives and the team who reports to him. What we want him to think:
BMA helps with my development and that of my team. BMA connections prove valuable. Content Needs: New ideas, best practices, tech trends
Content Types: • Articles • Blogs • Mobile • Events (in-person and virtual) • Research Reports • Social Media
Linda Anderson, Manager “I understand my role and how I fit into the bigger picture. I need resources that show best practices so I understand what to focus on. I want to know what others “like me” are doing.” Frustrations/Pressures/Concerns: Things are changing quickly, unsure what’s most important. Doesn’t have a lot of time for education, and has to justify memberships and conferences to show how they relate to job responsibilities. Needs/Drivers: Finding a source for on-going, relevant education and career development. Need to continually learn about changing technologies and how to integrate them. What we want her to think:
BMA helps me expand my skills and advance my career. I can build a strong network to tap when I have questions. Content Needs: Hands-on sales and marketing tactics
Content Types: • Articles (online and print) • Newsletters (online) • Case Studies • How-to Videos • Webinars / Webcasts • Social Media
Talk about what THEY want to
hear…
…not what YOU want to say.
CONDUCT A CONTENT AUDIT
What content do you HAVE?
What content does your audiences WANT?
What are your GAPS?
PRIORITIZE new content
QUALITY MATTERS!! “Nothing” is better than crap
CRITICAL EVALUATION
PERSONA PRE-MEMBER MEMBER LAPSED MEMBER
Karen Olson Articles Books Blogs In-Person Exec Events Research Reports
Have Need
Mike Kennedy Articles Blogs Mobile Event (Virtual & In Person) Research Reports Social Media
Have Need
Linda Anderson Articles (Online/Print) Newsletters (Online) Case Studies How-to Videos Webinars/Webcasts Social Media
Have Need
PERSONA PRE-MEMBER MEMBER LAPSED MEMBER
Karen Olson Articles – Building Corp Culture In-Person Exec Events – Industry Trends NEED -
Book – Professional / Industry Insights Blog – On-going – How to develop teams NEED -
In-Person Exec Events – Industry Trends Research Reports – Technology Trends NEED -
Mike Kennedy Blogs – On-going – Best Practices Research Reports – Tech Implementation Social Media NEED -
Mobile – Efficiency Apps Virtual Events – How to Integrate Tech Social Media NEED -
In-Person Events – “Best Of” Industry Trends Social Media NEED -
Linda Anderson Newsletters (Online) – Business Writing Social Media NEED -
Webinars/Webcasts – Social Media Basics Social Media NEED -
How-to Videos – Content Marketing Social Media NEED -
CONTENT STRATEGY AND EXECUTION
WHAT’s your business objective?
WHO are you talking to? (Personas)
WHEN in their decision-making process?
WHERE/HOW are they connecting with you?
WHAT do they want to know?
WHY do you matter to them? (Story)
CONTENT STRATEGY
1 - Keynote Presentation
2 – Context / Challenge 3 – Solution 4 – Case Study / Example
BLOG
VIDEO 5 – Speaker Pre-Event 6 – Attendees During 7 – Speaker Post-Event
NEWSLETTER 8 – Pre-Event - Context 9 – Post-Event – Solution
12 – Business Problem 13 – Marketing / Tech Problem
RESEARCH PAPER
10 - INFOGRAPHIC
11 - WEBINAR
V E R Y W H E R E
U B L I S H
N C E
R E A T E
E
P
O
C
MEASUREMENT
1. Tie to your association’s objectives
2. Know what’s important to measure
3. Measure what drives the behavior you want
4. Use metrics to make refinement
5. Be patient
MEASUREMENT GUIDELINES
MEMBERSHIP
You have a STORY to tell (people connect with people, not data)
You STAND OUT from the clutter
You capture their EMOTIONAL attention
You JUSTIFY their investment
You have a STORY to tell
You have a POINT OF VIEW
You have PROOF POINTS of how your perspective influences behavior
WHY you exist helps clarify WHAT they do and HOW they do it
INFLUENCE
REVENUE
Investors know WHO you reach
You can show the VALUE of what you deliver through an emotional (story) format
You can PROVE how their investment contributes to / elevates the association • Custom Research • Sponsored Events • Content that Generates Revenue
Carla Johnson, Principal
Type A Communications
(720) 344-0987
www.goTypeA.com
Type A Communications
@carlajohnson
Carla Johnson
Carla Johnson
