It’s September, which means the mad rush of a new school year has begun, filled with new beginnings, new learnings and new adventures. And not just for the kiddos. Did you know that Labor Day marks a time when many of us adults hit the mental reset button too? New York Magazine featured an article calling it “Second-Chance January”—a time to refocus on our previous personal and professional goals before the end of the year.
If this is true, then Labor Day is a tremendous gift for associations. As the leading source of knowledge, information and development opportunities for your industry, you provide the resources that your current and prospective members are “Googling” right about now. The question is… will they find you?
In a previous post, I observed that too many associations are wasting their most valuable resource—their content—simply because they don’t have a well-defined content marketing program to effectively share it with the world. The content exists in the form of conference educational sessions, continuing education courses, standards and other resources. But it’s not necessarily repackaged in a way that directly answers some of the most common questions your constituents are asking.
The concept of content marketing is not new to associations by any means. But many of us still struggle to launch and sustain a measurable content marketing program that directly contributes to increased conference attendance, membership and retention. It’s time to crack this nut once and for all because your competitors—any other free or for-profit resources—already have.
So, during this time of “resets,” and “fresh starts” I challenge you to take just one more step toward leveraging your association content to its fullest potential. Here are some ideas to get you started:
Try these ideas to improve your content marketing program:
- Create a searchable and discoverable online “home” for all of your conference or other continuing education content, so that you have a destination for your content marketing efforts.
- Develop a content calendar that re-purposes existing content into multiple topics and formats to lessen the burden on your marketing team.
- “Gate” your most valuable content behind a simple sign up form to generate new member leads for your organization.
- Test one or two new channels to expand your reach beyond your active “base” to new audiences.
Any one of these steps can help your association use content marketing to reach your organization’s goals. And with “Second-Chance January” creating a renewed interest in your members’ goals, now is the perfect time to take action!