content marketing for non-profits & associations
DESCRIPTION
A specially-designed class for non-profit executives and communications professionals, as well as trade professional staff looking toward the power of storytelling to grow the business.TRANSCRIPT
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#cmworld
Content Marketing Workshopfor Associations & Nonprofits
Steve DrakeAMR Management Services
@stevedrake • #cmworld
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#cmworld
Today’s Agenda
• Welcome • Overview of Associations, Nonprofits &
Content Marketing• Real World Content Marketing: What’s
Working & Not Working• Work Teams focused on implementation• Discussion & Wrapup
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2010-2012: Guiding Lights
201120122011 2011 2010
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Race for Relevance
Action
1. Board Size & Competence
2. Staff Empowered
3. Technology Integration/Plan
4. Fewer Committees
5. Relevance to Members, Targeted Markets
Realities
1. Time
2. Value Expectation
3. Consolidation-Specialization
4. Generational Differences
5. Competition
6. Technology
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#cmworld
EOMAWKI
1. Economy-Recession
2. Generational
3. Technology
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• Engage & move from FREE to FEE• Content can make it happen
Maximum Engagement
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Managing Content Marketing
• To engage your members/donors, become a publishing powerhouse
• Tell your stories• From Push to Pull• Identify your key personas• Nurture & feed your subscribers
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New Rules of Marketing & PR
• Old rules obsolete in online world• Real time now required• Speed wins• Plan for NOW, react NOW
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Commonalities for NPs, Associations
Technology
GenerationsEconomic Impacts
Professional Staff
Governance
Business Models
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Association Content Vehicles• Printed magazine or
journal• Printed newsletter• e-newsletter• Tip of the Week • Blast email• Weekly (or daily) blog• Website• Speech or outline posted
on SlideShare.net
• vlog (video blog) • Tweet • Webinar • Podcast • Direct mail flier • Facebook post• LinkedIn update• YouTube video• Flickr file of photos• Pinterest • Other