According to the Growth Paradox, “The smaller you are the BIGGER you must look, and the bigger you are the SMALLER you must get.” Content management allows AMC association clients to raise their profiles as thought leaders, while building and serving niche communities. Which begs the question: Who’s your AMC’s “Chief Content Officer”? Regardless of the size or structure of your AMC, it’s more important than ever to have someone at the helm of your clients’ content strategies. (And if you don’t have content strategies in place for your clients, then all the more reason to attend this session!) Content marketing is not about creating award-winning publications or becoming a social media superstar – it’s about developing and re-imagining content that engages audiences, adds value for members and positions your clients as thought leaders in their industries. Learn ways to make the content you produce more compelling, relevant and interactive, while improving the return on investment for your AMC’s clients. First presented at the AMC Institute Community Conference in August 2011.

1. 2011 AMC Summer Meeting Managing Content to Enhance Client Value Becky Rasmussen Director of Content Management Drake & Company August 6, 2011

3. Content Isn’t New for Associations

4. Content Model Is Changing News Audience Information Traditional Media

5. Members Have Choices

6. Challenge = Opportunity Expert Knowledge Members Information Association

7. Think and Act Like a Publisher Publishing is the process of production and dissemination of information – the activity of making information available for public view.

11. What’s your structure?

12. Content-driven organization

20. 7 Deadly Sins of Content Mistake #3 – It’s all you, you, you.

21. Be user focused “ If the story is not about the hearer, he will not listen.” – John Steinbeck

22. 7 Deadly Sins of Content Mistake #4 Not addressing pain points.

24. Refrigerator Journalism What is your organization currently producing that is so relevant and valuable that it earns a spot on your members’ “fridge”? Your Story Here

25. 7 Deadly Sins of Content Mistake #5 Confusing “Content” and “Tools” vs.

26. Content vs. Tools Content Tools “ Engaging content starts and ends with telling a good story .” – David Drickhamer

27. 7 Deadly Sins of Content Mistake #6 Not making the most of content Reuse Repurpose Reimagine

28. Tell the story across platforms Reducing Antibiotic Residues

29. 7 Deadly Sins of Content Mistake #7 Creating content and forgetting about it

35. Start listening Google Alerts

36. Start listening Social media dashboards Hootsuite Tweetdeck Netvibes Trackur Radian6

39. Give content new life

44. Strategy should guide measurement Your metrics depend on your goals.