5 Ways Managing Content Adds Value to Members& Makes You A Hero!

Steve DrakeSCD Group Inc.

Today’s Agenda

1. Me - Brief presentation (12:10 – 12:25)2. You - Table team task/discussion (12:25 – 12:54)3. Us - Table team reports/discussion (12:55 - 1:15)

About Me

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

#SLSAE

I’m Content Fried!

What About You?

• Do you feel content fried?

• And, you want me to read what? Now?

Assumptions

• Members content fried• Associations who solve their pain will be heroes• Discover, filter & share content• Builds trust, credibility and value

Solution: Be Their “Funnel”

• Saves them time … makes you a hero!

Seek. Sense. Share.

Food Pyramid of Content

Create & Discover Content

1. Scan & read where industry/profession info appears

2. “Some research tools” • Google News Alerts • Google Scholar• Twitter feeds (see TweetDeck)• Conferences & conference speakers

Create Google News Alerts

Select “key words” create search for each

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

Listening at Work

Curate & Distribute

1. Review & verify your content (information)2. Follow 1-7-30-4-2-1 editorial formula3. Select appropriate tools from Periodical

Elements of Content Marketing

Content Formula

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, eBook, etc.)

1 – 7 – 30 – 4 – 2 - 1

Editorial Calendar

The Periodic Elements of Content Marketing http://www.orbitmedia.com/blog/content-chemistry

How Table Works

How Table Works

Reap the Rewards

1. Measure (analytics)2. Feedback from & research among members3. Recognize the 90-9-1 “rule:”

1% of people create content 9% edit or modify that content 90% view without contributing (Lurkers)

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 Becky Rasmussen one of speakers

Your Turn – Table Teams* Re-arrange yourselves to table of choice* See handout for table topics• Take notes, create “Tweetable report”

Above: From walls to floor, SLSAE members brainstorm on content marketing/management ideas

Team Reports: Flipping Your Publications

• Printed letter changed to 2x a week e-letter; content industry info not association info

• Took magazine from 4x to 7x a year; searchable with keywords archived• Social share buttons on content• Using Facebook, LinkedIn, Twitter; adding Pinterest; listen online• YouTube channel; eblasts with videos• Facebook Fan Page• Online training• Eblasts on hot topics• Printed pieces for key issues: training, annual meeting• Targeted info packages to membership segments• Tool kits on topic areas• Textbooks on Kindle and audio files• Consider learning styles and schedules of members

• Assess and plan your communications strategy and goals

• Likely to differ by association/members• New elements for the chart:–MP = member provided content– TP = trade/professional publications

Team Reports: Using Content Periodic Table

1 = Invited Facebook group conversationFind/like/fan someoneTweet a quote from a thought leader

7 = Curated newsletter of hot topics from a member’s point of view

30 = Event updates and teasers4 = Council/board governance gatherings

articles from Industry publications2 = Golf outings, Home shows, Networking events1 = Conventions, awards events

Team Reports: Using 1-7-30-4-2-1 Calendar

• Use the tools together or separately• LinkedIn groups: have approval process• When using all tools, say something different on the same

topic; different call to action• To increase open rates, consider various learning styles of your

membership• Provide key headline (summary) first; then the rest of the story• Websites: member vs non-member access• Use teasers• Add members social contacts to site• Keep sensitive info behind member only • If social media channels too active, you may have less interest

in website

Team Reports: Developing Your Content Plan

• Break content into smaller chunks• Interview conference speakers and share in

post conference distribution• Repurpose content to market future programs• Get onsite casual videos of attendees• Engage members/attendees to write content on

sessions & experience• Reserve front-row space for bloggers• Capture member testimonials (photo of

individual and words written on white board)

Team Reports: Mining Conferences for Content

• Try to drive content in different ways– Text– Phone– Snail mail– Email– Social media

• Have someone capture and evaluate content daily

• Simplify, don’t overload, messages

Team Reports: Content Ideas

• Associate members have opportunity to add value to Assn clients through network• Suppliers should look to their personal network for ways to engage industry contacts.• Engage clients by sharing best practices from industry• Organizational transparency can help promote not only your brand but also organizations

core values and industry relevance. (e.g., St. Charles Convention Center send out notes and posts about ways in which they are making strides toward “being green”).

• Share articles & ideas with clients, from industry – helpful tips, ideas, local resources, etc.• Opportunity to position yourself as a trusted advisor.• E.g., Modern Litho has a partner company/subsidiary which provides research. He had an

opportunity to increase his breadth of products and services and values with their client by recommending the partner – found unique opportunity by listening and responding to client’s needs.

• Ways to communicate and share – case studies on site, blogs about new trends and best practices, tweets about ideas/local resources, personal notes and sending articles by USPS.

• Marketing dept. should communicate with other dept., e.g., Sales and business development, to help identify trends and client needs, to help create messages. – (was amazed that ½ the people at our table had a marketing dept which didn’t communicate, share or seem to have direct expectations with the sales dept.)

Team Reports: Suppliers