In our latest State of the Industry Report, we noticed a pretty remarkable year-over-year change in one specific data point: there has been a notable increase in the percentage of associations that are re-using their educational content for a variety of purposes, from promoting next year’s event to ongoing content marketing to increase visibility for the organization.
At the same time, we hear that associations, like many organizations, find that managing and sustaining a high-performing, measurable content marketing program is extremely challenging, particularly with limited staff resources who are already wearing multiple hats.
We get it. We really do. We faced the same challenges with our own content marketing program. Over the past two years, we have made ongoing, simple, progressive changes to our program, which has helped us improve the quality of our content, provide more tailored messaging, and ultimately deliver a 130% increase in year-over-year performance. All with just a two-person team!
We are going to be sharing our own, personal case study at both the Community Brands Xperience and at ASAE MM&C conferences in the coming weeks in our session presentation: Content that Connects: How a Small Staff Can See Big Results by Leveraging Existing Content. Our goal is to provide associations with practical ideas they can put into action immediately to develop a successful and sustainable content marketing program that increases program attendance and membership growth.
If you or your colleagues plan to attend either of these conferences, we hope you’ll join us. We would love to hear more about what you’re doing, and provide thoughts and suggestions based on our own experiences. See you soon!