3 keys to managing association content

It is critical to have the right tools to manage all this information.

Get tough on software: AMS, CRM, CMS
The marketplace is full of software designed specifically to help associations keep track of – and leverage – all the data at their disposal. This is where a content strategy truly begins, because it’s where an association’s story comes to light: who’s involved, in what ways, for how long, at what levels. Without that, every bit of marketing is just a shot in the dark.

So the first step is to make sure there is a good association management platform in place (Salesforce, iAPPS, CMS Anywhere – the list goes on). Just to keep things interesting, there are also constituent relationship management systems like iMIS and CiviCRM at work in the space. And don’t overlook the traditional content management systems like WordPress, Drupal, Joomla and more.

Cost, functionality and customization are the key differentiators among competing software systems, and the adage holds true: You get what you pay for. Choose AMS, CRM and CMS systems based on what should be done immediately and what the association wants to accomplish five years down the road.

(Clear as mud? Capterra’s free e-book, “The Complete Guide to Buying Membership Management Software,” can help.)

Automate, don’t duplicate
When the software is in place, use it!

• Create welcome messages that are automatically dispatched when a new member is added to the database. Be sure the message links easily to all the available ways a new member can connect with the association: social media channels, online communities, member microsites, newsletters – and (of course) a staff phone and email list.
• Establish automatic reminders for key events (like conference registration deadlines, renewal calendars, etc.)
• Set up alerts to spread the news when the newest member magazine, journal, blog or newsletter is posted.

Don’t forget it’s possible to manage social media accounts from a central platform as well. Instead of logging in to each channel individually and posting in real-time, try any of the following tools to save time and cross-post effectively: Hootsuite, IFTTT, Social Oomph, Sprout Social and more.

Think 2 steps ahead – but with 1 strategy
All of the software and automation in the world won’t matter if the whole staff isn’t invested in a communication plan. But, that means there actually needs to be a plan.

Every year, establish an editorial calendar that includes deadlines for each publication (or promotion) and shows how – and how frequently—the audience is going to be contacted.

Then, and this is vital, plan a living document the whole staff can see. Use SharePoint, Google Docs or any solution that’s effective. Just make sure everyone is able to view the communication plan so each department knows what has gone out, what’s coming up and how all of the channels work together.

An effective, well-managed content strategy can be the difference between engaging members or annoying them – and that can translate directly to the bottom line.