Does Your Association Have a Content Marketing Strategy?

Even though it can be easy for content marketing to be pushed to the side, it is becoming increasingly important for associations to establish a long-term strategy. Here are a few reasons why:

• Producing new and relevant content frequently helps establish your association as the most important resource for your members. With information being so accessible to everyone via the Internet, it’s important for you to give industry professionals a compelling reason to either become a new member or maintain their current membership status. Simply put, content marketing drives engagement.
• Publishing new content drives traffic to your website. Quality content that is accompanied by relevant keywords and URLs will boost your search engine optimization (SEO).

Here are a few additional tips to help association professionals stay on top of their organization’s content marketing goals.

1. Set a goal – establish a strategy that is manageable for you. Whether you’re producing new contently hourly, daily or weekly make sure you have set parameters that ensure the quality of the content is at its highest.
2. Set a time frame to accomplish your goal and give yourself a window in which you can re-evaluate the program’s success.
3. Listen to your members. Your members are important thought leaders in your industry. Often times, they are more than willing to produce content for you.
4. Be where your members are. Utilizing the proper vehicles to push your content in front of the right audience is critical. If your members are on LinkedIn and Twitter, that’s where your content needs to be.
5. Be sure the content you publish aligns with your association’s mission statement.