Many member-based organizations are in search of ways to remain relevant, add value to membership, and attract new members. One of the easiest ways to do all three is to provide timely, relevant content. First you need to understand the framework of a content strategy — here are some helpful tips to get you started.
What is a content strategy?
A content strategy is not a schedule on a piece of paper. It’s more of a process. If you approach content marketing knowing that it will constantly evolve and you are guiding the evolution, then you are already practicing a content strategy.
Kristina Halvorson, author of Content Strategy for the Web describes content strategy as, "planning for the creation, delivery, and governance of useful, usable content."
Where do I find content?
Content comes in many shapes and sizes. Content can come in the form of videos, articles, blogs, webinars, interviews and research — the list goes on. Take a step back to see what your organization already offers in the form of content and repurpose it for your content strategy. Leverage your industry connections and members to create compelling, useful content. Check out our blog 7 Ways Your Association is Already a Content King for more ideas.
How do I strategize content?
- Take inventory of what you already have on file. Start thinking about who can create new content for you.
- Align the subject of your content with your mission and strategic plan.
- Identify your audience. Make sure the content you are providing is relevant to the people you are trying to reach.
Ashley Scherer currently serves as the associate marketing manager at Association Headquarters, Inc. (AH) where she is referred to as the “email guru.” Ashley’s expertise includes email marketing, social media, content development, public speaking, and event management. Ashley earned her Certificate in Association Management in 2012 and is a member of the American Marketing Association (AMA). She graduated from Albright College in 2008 with a Bachelor of Art degree in communications and elementary education. Ashley resides in Audubon, New Jersey and enjoys spending time with her dogs, Izzy and Haddie. She can be found volunteering in her community or with her MarCom crew thinking up fabulous marketing strategies for AH’s client partners.
