Content Marketing for Nonprofits & Associations
-
Upload
becky-rasmussen -
Category
Business
-
view
1.423 -
download
0
description
Transcript of Content Marketing for Nonprofits & Associations
#cmworld
Content Marketing for Nonprofits & Associations
Becky RasmussenAMR Management Services
@Becky_Rasmussen • #cmworld
#cmworld
Association Professionals Through the Ages - http://
www.youtube.com/watch?v=mKSvgmpVJFk
#cmworld
Associations SHOULD be great content marketers …
=
We have a wealth of content
#cmworld
If you took a content inventory, what would you find?
• 224 magazine issues• 117 newsletter issues• 29 conventions• 33 marketing conferences• 13 webinars• 17 videos• 1,000s of photos• 55 blog posts• 1,030 tweets• 300 Facebook posts
#cmworld
Webinars
Magazines
Journals
VideosWhite papers
Print newsletters
Enewsletters
Podcasts
ConferencesArticles
Online Communities
Learning Centers
Websites
Mobile Apps
Listservs
Private social networks
Books
Ebookse-books
Blogs
Infographics
Research
Benchmarking
#cmworld
Associations SHOULD be great content marketers …
We have established relationships
#cmworld
Associations SHOULD be great content marketers …
We have a foundation of
#cmworld
So what holds us back?
#cmworld
• Our wealth of content• Established relationships• Foundation of trust
Challenges
But that’s not all …
#cmworld
Challenges
Association Membership Model
#cmworld
What does your association “sell”?
#cmworld
ExpertKnowledge
Members
Information
Association
#cmworld
Challenges
• Boards• Volunteers• Staff
Structure & Resources
#cmworld
ASSOCIATION content should:
• Advance your mission
• Address member needs and pain points
• Position the association as a trusted resource
• Target a specific audience
• Provide a call to action
• Tell an engaging story
#cmworld
Advance your mission
To protect and advocate for the farm-grown Christmas Tree industry
#cmworld
What can you do for your members that they can’t do for themselves?
How is the content you provide going to help them improve their business or
advance their career?
Address Member Needs and Pain Points
#cmworld
Address Member Needs and Pain Points
#cmworld
Position your association as a trusted resource
#cmworld
Position your association as a trusted resource
#cmworld
Target a specific audience
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
#cmworld
Target a specific audience
#cmworld
Provide a call to action
#cmworld
Provide a call to action
1ST CALLPurchase additional content, click to learn more, sign up, sign in, subscribe, connect, engage, vote, contact, share, talk, “like”, comment, visit website, etc.
2nd CALLJoin association, register for event, contribute/donate, volunteer
Are you aiming for a relationship or a transaction?
#cmworld
Tell an engaging story
Professional Innkeepers Association
- http://www.youtube.com/watch?v=jFNilW0_YX0
#cmworld
Tell an engaging story
U.S. Farmers & Ranchers Alliancehttp://www.youtube.com/watch?v=atX1hiKDiz8&list=UUrvUizfbGpd4a76FimIfalA&index=19&feature=plcp
#cmworld
Tell an engaging story (or help your members tell theirs)
#cmworld
And most importantly …
Focus on what works for your association and members.
#cmworld
What are your association content
challenges?