How can content strategy be used by associations to improve their success in attracting and retaining members?
At the RealMatch webinar for associations, Hilary Marsh shared her insights as she described what content strategy is, explained how it can solve problems for associations, and shared tips on how associations can get started with content strategy.
She focused on how associations can develop a well-defined content strategy and how they can show the content strategy is working.
Here are my five takeaways from the webinar:
1. Definition of content strategy
- It’s the the who, what, when, where, why, and how of publishing content online.
- A strategic statement tying content in your organization to your business goals.
- The people, processes, and power to execute that statement.
2. Creating quality content takes time to plan and manage
Every digital channel needs a strategy and a voice. What tone does your association have on Twitter? Do you only push notifications on your association Facebook page?
Create short, active, and scannable content. Write for readability (check your content with the Readability Test Tool).
Create compelling headlines that are clear, make sense out of context, and are reusable. Your content will be shared on your website, newsletter, and social media.
3.Content needs a measurable goal
Write your content so the user clearly knows what actions to take after reading.
What does the user know or feel after reading the content? Should they download a white paper, register for an upcoming course, understand information, have perception of an issue important to the association, or use the information to succeed?
4. Content is about your visitors, not you
To convert more visitors to your website, you need to focus your content on your visitors and not on your business. People are busy and want to get the information from you that will help them.
Find out if your content is focused on the customer with the free online Customer Focus Calculator. Enter the URL of a page, and the calculator will analyze the content, comparing words focused on the customer vs. words focused on your business.
5. Start your content strategy today
Benchmark where you are today. Identify what is succeeding and what isn’t. Know what your goals are.
Focus on one thing. Start with a pilot project. Find a group in your association that wants to do something differently. Give them the power to do something differently, try social media in a different way, or post things differently on your home page or blog.
Hilary kindly posted her presentation slides from the webinar.
