Understanding Associations’ Needs
In order to effectively market to associations, it’s crucial to understand their specific needs and challenges. By addressing these needs, association executives can create successful content marketing strategies that resonate with their target audience. Two key aspects to consider are value proposition communication and answering key value questions.
Value Proposition Communication
Associations often focus their marketing efforts on promoting conferences and events, but it is essential to establish the organization as a thought leader in the profession before marketing these events. Communicating the value proposition of the association is crucial to establish credibility, broaden the member base, and grow the community. By clearly articulating the unique benefits and advantages of being a part of the association, executives can create awareness and drive interest among potential members (Ewald).
To effectively communicate the value proposition, association executives should develop targeted content that highlights the specific benefits and value the association offers. This content can take the form of blog posts, articles, case studies, or even videos that showcase the impact the association has on its members. By consistently delivering this content through various channels, such as email marketing and social media distribution, associations can establish themselves as authoritative sources in their respective industries.
Answering Key Value Questions
One of the biggest challenges associations face is answering key value questions that potential members may have, such as “Why should I join?” or “How will this association benefit me today?” It is important to address these questions to attract early and mid-career members and remain relevant as a large portion of the association’s base nears retirement (Ewald).
To effectively answer these value questions, association executives should create content that highlights the specific benefits and value that members can gain from joining the association. This content can include success stories, testimonials, or case studies that demonstrate how the association has positively impacted its members’ professional lives. By showcasing the tangible benefits and value, associations can overcome potential barriers and encourage potential members to join.
Understanding and effectively communicating the value proposition of the association, as well as addressing key value questions, are crucial components of successful content marketing strategies for associations. By creating targeted and personalized content, consistently delivering it to the right audience, and showcasing the unique benefits and value of the association, executives can attract and retain members while establishing their association as a valuable resource in the industry.
Leveraging Content Marketing Strategies
To effectively market to associations, it’s essential to leverage strategic content marketing techniques. By collaborating with subject matter experts, personalizing content for members, and maintaining consistency in content delivery, associations can create impactful and engaging content that resonates with their audience.
Subject Matter Experts Collaboration
One of the key strategies for successful association content marketing is collaborating with subject matter experts (SMEs) within the membership. These experts possess valuable knowledge and insights that can be shared through various content formats, such as articles, webinars, or podcasts. By involving SMEs in the content creation process, associations can drive collaboration, conversation, and community engagement (Ewald).
Associations can tap into the expertise of their members by conducting interviews, hosting panel discussions, or inviting them to contribute guest blog posts. This not only provides valuable content for the association’s audience but also enhances the credibility and authority of the association as a trusted source of information.
Personalizing Content for Members
To provide maximum value to association members, it’s crucial to understand their needs and tailor content to their specific requirements. Personalizing content helps demonstrate the association’s value by addressing the unique challenges and interests of its members (Ewald).
Associations can achieve personalization by segmenting their membership base and creating content that caters to each segment’s preferences and interests. This may involve using a style, language, and tone that resonate with the target audience. By delivering content that speaks directly to members’ needs, associations can strengthen member engagement and loyalty.
Consistency in Content Delivery
Consistency is a key factor in successful association content marketing. By establishing a regular content delivery schedule, associations can build a following, gain trust, and be seen as a reliable source of information. Consistent content delivery also helps associations stay top-of-mind with their members, reinforcing their value proposition (Ewald).
To maintain consistency, associations should create an editorial calendar that outlines the frequency and types of content to be published. This allows for better planning and organization of content creation efforts. Associations can also repurpose and republish existing content to ensure a steady stream of valuable information.
By leveraging subject matter experts, personalizing content, and maintaining consistency, associations can effectively connect with their members and provide them with valuable resources. These strategies form the foundation of successful association content marketing, helping associations achieve their goals and deliver maximum value to their membership.
Content Marketing Best Practices
To effectively market to associations, it’s important to employ content marketing strategies that resonate with association executives. By utilizing best practices in content marketing, associations can engage their members and drive growth. Here are some key practices to consider:
Email Marketing for Associations
Email marketing remains a significant driver of revenue, website traffic, and event registrations for associations. However, it’s surprising to note that according to the Nonprofit Tech for Good Report, 32% of nonprofits do not engage in email marketing (Nonprofit Tech for Good). Associations can leverage email marketing to nurture relationships with their members, provide valuable content, and promote upcoming events or initiatives.
To make the most of email marketing, associations should focus on building targeted email lists and segmenting their members based on interests and preferences. This allows for personalized and relevant content delivery, increasing member engagement and response rates. Incorporating compelling subject lines, visually appealing designs, and clear calls-to-action can further enhance the effectiveness of email campaigns. For more information on association marketing strategies, visit our article on association marketing strategies.
Social Media Distribution
Social media platforms provide a powerful means of distributing content to association members. Associations can leverage social media to share success stories, highlight the impact of their work, and drive advocacy-related calls-to-action on urgent issues (Nonprofit Tech for Good). It’s important to identify the social media channels where the target audience is most active and tailor content accordingly.
Associations should develop a social media content calendar to plan and schedule posts in advance, ensuring consistent and timely delivery of content. Engaging with members through comments, shares, and likes further strengthens the association’s relationship with its audience. By incorporating visually appealing images, infographics, and videos, associations can capture attention and enhance the impact of their social media content. For more insights into digital marketing for associations, visit our article on digital marketing for associations.
Utilizing Text Messaging
While often overlooked, text messaging can be a highly effective tool for association content marketing. Text messages have an incredibly high open rate of about 99%, compared to the average email open rate which is closer to 30% (Nonprofit Tech for Good). Associations can leverage text messaging to deliver time-sensitive updates, event reminders, and exclusive content to their members.
To utilize text messaging effectively, associations should obtain consent from members to receive text messages and ensure compliance with relevant regulations. Associations can integrate text messaging with their larger digital marketing strategy, using it as a complement to email marketing and social media efforts. By providing valuable and concise content through text messages, associations can engage members in a direct and personal manner. For more information on association marketing tactics, visit our article on association marketing tactics.
By implementing these content marketing best practices, associations can effectively reach and engage their members, fostering stronger relationships and driving growth. Email marketing, social media distribution, and text messaging are powerful tools that, when used strategically, can help associations deliver valuable content to their target audience.
Effective Content Types for Associations
To effectively engage association members and promote your organization’s message, it’s important to utilize various types of content. By diversifying your content strategy, you can cater to different preferences and capture the attention of your target audience. Here are three effective content types for associations:
Blog Posts and Articles
Blog posts and articles are versatile content types that allow associations to showcase their expertise and thought leadership. By publishing informative and engaging content on your association’s blog or website, you can create a valuable resource for your members and establish your organization as a trusted authority in the field.
When creating blog posts and articles, it’s important to focus on topics that are relevant to your members’ interests and address their needs and challenges. This can include industry trends, best practices, case studies, and expert insights. By providing valuable and actionable information, you can attract and retain your members’ attention, driving engagement and demonstrating the value of your association.
To enhance the visibility and reach of your blog posts and articles, consider incorporating search engine optimization (SEO) techniques to improve your organic search rankings. This can help potential members discover your association and increase traffic to your website.
Visual Content
Visual content is highly effective in capturing attention and conveying information quickly. It includes graphics, infographics, photos, and other visual elements that complement your association’s message.
Graphics and infographics can be used to present data, statistics, and key insights in a visually appealing and easily digestible format. These visual representations can help members better understand complex information and engage with your content. Additionally, using images and photos that resonate with your target audience can evoke emotions and create a connection between your association and its members.
When creating visual content, ensure that it aligns with your association’s branding and messaging. Consistency in visual elements, such as colors, fonts, and design style, helps to reinforce your association’s identity and create a cohesive brand experience.
Video Marketing
Video marketing is a powerful tool for associations to engage their members and deliver compelling content. According to Nonprofit Tech for Good, videos are effective content types for nonprofits to inspire donors and supporters, and the same applies to associations.
Videos can be used to share educational content, showcase interviews with industry experts, highlight member success stories, or provide updates on association initiatives. By leveraging the power of visuals, audio, and storytelling, videos can effectively communicate your association’s message and captivate your audience.
When creating videos, it’s important to keep them concise and engaging. Attention spans are typically shorter for online viewers, so aim to deliver your message in a clear and compelling way within a few minutes. Additionally, ensure that your videos are mobile-friendly, as many viewers consume video content on their smartphones.
By incorporating blog posts and articles, visual content, and video marketing into your association’s content strategy, you can effectively engage your members and provide them with valuable information and resources. Remember to tailor your content to your members’ needs, maintain consistency in your delivery, and leverage digital marketing strategies to maximize the reach and impact of your content.
Successful Content Marketing Examples
To understand the power of association content marketing, it’s helpful to examine some successful examples from various industries. These examples demonstrate how organizations have effectively utilized content to engage with their target audiences, provide value, and achieve their marketing goals.
Avvo’s Free Q&A with Attorneys
Avvo, a legal services marketplace, offers a valuable resource called Free Q&A with Attorneys. This platform allows individuals to ask legal questions anonymously and receive answers from attorneys. The questions and answers are then added to the Q&A section of Avvo’s website.
By providing this free service, Avvo not only helps people find answers to their legal questions but also attracts a significant amount of organic traffic. According to Growth Badger, the Q&A section brings in hundreds of thousands of visits per month from organic search queries. This demonstrates the power of providing valuable content that addresses the needs and concerns of the target audience.
Bankrate’s Mortgage Calculators
Bankrate, a leading financial services company, has developed over 50 mortgage-related calculators over the years. These calculators help individuals estimate mortgage payments, loan amounts, and affordability. The comprehensive range of calculators has earned Bankrate links from a staggering 13,898 unique domains.
The mortgage calculators have not only provided a valuable resource for individuals seeking financial information but have also helped Bankrate establish its authority in the mortgage industry. By ranking highly for competitive keywords like “mortgage calculator,” “loan calculator,” and “how much house can I afford,” Bankrate has positioned itself as a trusted source of mortgage-related information.
Basecamp’s Public Employee Handbook
In 2017, project management software company Basecamp made a bold move by making its employee handbook completely public. This transparency attracted attention and links from 238 unique domains, according to Growth Badger. The public employee handbook also generated over 700 shares on social media.
Basecamp’s decision to share its internal policies and practices not only showcased the company’s commitment to transparency but also helped attract top talent. By providing a glimpse into their unique company culture, Basecamp built a cult-like following and differentiated itself from competitors.
Behance’s Impact on Adobe
Behance, an online platform for showcasing and discovering creative work, has become a powerful piece of content marketing for Adobe’s Creative Cloud product. Behance receives an estimated 29 million visits per month, making it a captive audience for Adobe.
By acquiring Behance, Adobe gained access to a vast community of creative professionals and enthusiasts. Behance serves as a hub for sharing and discovering creative projects, providing a valuable platform for Adobe to showcase its Creative Cloud offerings. This integration has helped Adobe strengthen its brand presence and reach a wider audience.
Berkshire Hathaway’s Shareholder Letters
Warren Buffett’s shareholder letters for Berkshire Hathaway have become legendary examples of content marketing. These letters, filled with business insights, wisdom, and even a touch of humor, have built a cult-like following for the company.
The shareholder letters not only keep shareholders informed about the company’s performance but also attract attention from the financial and business press. They have even been compiled into a book, reflecting their enduring value and appeal. The letters have played a significant role in establishing Berkshire Hathaway as a respected and influential brand in the investment world.
These successful content marketing examples demonstrate the power of providing valuable and relevant content to engage with target audiences. Whether it’s through free resources, useful calculators, transparent policies, creative platforms, or insightful letters, associations can leverage content marketing to build trust, establish authority, and achieve their marketing objectives.
