The concept of using digital content (like blog, webinars, podcasts, etc) to attract audiences online has been gaining momentum for the past decade or so, thanks to marketing guru Seth Godin who introduced the idea in his best-seller book: "permission marketing: turning strangers into friends, and friends into customers." While some industries embraced the concept and were early adaptors to content marketing, non-profits and associations are still yet to jump on the wagon and start applying content marketing effectively.Read More
The Association Blog: News and Resources for Association Executives
Association marketing is one of the most popular topics on our blog, and marketing is something that every association needs to do. Whether it's marketing an upcoming event, marketing the association for new members, or marketing the association's hot issues, few associations can get by without doing any marketing at all. This week's Association Debrief covers marketing for associations as well as a few concepts in issue advocacy and government relations.
This past week featured lots of great content about social media marketing and online marketing for associations. We've tried our best to cover the basics of content marketing here on our blog, but we can't cover everything, even though we plan to touch upon many of these topics in the coming months. In the meantime, here are the best and most informative articles on association marketing from the past week.
Have you ever felt great about receiving a cold call? Even if it’s an institution that I do business with or feel affinity with those calls leave me feeling annoyed, guilty, and inconvenienced. I know that charities champion worthy causes and use our money for research and for helping affected families. Your university gives college-aged kids opportunities with your pledge. Associations have to have enough attendees to make a conference viable. We know the cause is a good one and we know that their request is legitimate however some marketing tactics leave us cold.
Although content marketing is 62 percent cheaper than traditional marketing tactics such as cold calling and print advertising, content marketing also poses a unique set of challenges. Two of the top three challenges cited by organizations are producing enough content and producing content that engages. Overcoming either of those two challenges involves developing the right content ideas. Here's how to develop the right content ideas for your association blog.
Many associations are creating content, whether its with an association blog, a member newsletter, or email correspondence with donors and members. Of course, there are other examples, but creating content is only half the process. The other half is content marketing strategy, which includes why you're creating a piece of content, who the audience is and what you hope to achieve once the content is created and live online. Without strategy, it's hard to gauge whether or not the content you're creating is successful and worthwhile. Here is a quick guide to building a content marketing strategy for your association.
A few years ago, we published an article covering the five best marketing strategies for membership organizations. Back then, those marketing strategies were pretty good, and a few of them are still relevant and effective today. But, in 2014, associations shouldn't limit themselves to those tactics since so much has changed in the marketing and technology since we wrote the first article. Here are four better marketing strategies for membership organizations.