Content marketing – the practice of producing articles, videos, podcasts and other compelling assets – is among the most powerful ways to promote organizations, special events and featured programs today. But are you really getting the most from your campaigns? Following are several ways to take creative material you’ve already invested in and extend its value to drive added promotional value and website traffic at minimal cost.
Create an eBook. Already been sharing hints and tips or ways to plan more powerful events on your organization's blog? Compile it into an eBook or guide as a unique takeaway that also cements your business’ expertise. PDF files suitable for reading on computers or mobile devices can easily be created by graphic designers, or exported from Microsoft Word, while services like Lulu.com and CreateSpace provide affordable print-on-demand capabilities. For added impact, consider updating material and adding new chapters to prior works, then promoting media awareness around the launch of new editions.
Design a Podcast Series. An HD webcam (available under $100) or smartphone with audio/video recording capabilities is all it takes to start your own virtual radio or TV show for online distribution. Currently find yourself speaking at events or constantly providing advice to association members? Record sound bytes and remix them into downloadable programs featuring highlights as well. Where possible, dovetail with other promotions, e.g. piggybacking off your newly-published eBook to create an audio series on similar topics, to help raise awareness.
Break Content Into Parts. Have a lengthy educational piece or whitepaper that contains tons of great info? Consider breaking it into a set of standalone articles for online sharing. Running groups of posts can be themed and linked together via a master page, and promoted as a running series. Couple these programs with community and PR outreach efforts, and you can both advertise key themes and keep dialogue and awareness levels high amongst your membership for weeks at a time.
Repurpose Visual Assets. Got a ton of great photos and images handy? Look for ways to bring all together, whether as a picture gallery (“Today's Most Successful Associations”), montage (“5 Technology Trends to Watch”), social media series (“Best Places to Hold Your Meeting”) or infographic (“2014’s Top Technology Trends”) that quickly conveys useful information. You might even create microsites designed to showcase all, or pair visual materials with corresponding articles and videos, creating the online equivalent of eye-catching brochures or programs.
Repackage and Represent Content. Sitting on a mountain of preexisting online material? Try creating a master roundup post that serves as a one-stop reference. Likewise, updating past content with new information and opinions can help you create an expanded director’s cut. You can also enhance and revise previously published material, providing fresh insight or adding a new spin on prior observations. Making things easy to find and routinely refreshing the presentation of popular articles or posts can help keep members coming back for more.
Do you have content to share? In an effort to continue to be the vehicle for sharing best practices, creating a dialogue and advancing our profession, ISAE will continue to welcome valuable content pertinent to the association profession. Share your knowledge with a blog submission today!
About the author:
Bestselling leadership and innovation speaker Scott Steinberg is a regular on the international lecture circuit, and headsmanagement consulting and corporate training firm TechSavvy Global. A top-rated provider of keynote speeches, workshops and seminars, and bestselling business author, he’s been seen in 600+ outlets from CNN to NPR. For more, visit his website atwww.AKeynoteSpeaker.com.