Mais conteúdo relacionado Semelhante a 6 Ways to Produce Content that Members Value (20) Mais de WebLink International (20) 6 Ways to Produce Content that Members Value2. Session Agenda
• Content Types
• Ways to Create
Content
• Distribution
• Measurement
• Get this presentation
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
3. About Me
• Curt Moss, Senior
Product Marketing
Manager @ WebLink
• 12 years at memberbased orgs
– Las Vegas Chamber of
Commerce
– Chapter of National Safety
Council
linkedin.com/in/curtmoss
• 7 years @ WebLink
@curtmoss
– Faculty for W.A.C.E.
– Present at association and
chamber conferences
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
4. About WebLink
• SaaS Company (Software as a Service), Leading Software
Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
6. About WebLink
• Membership
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
7. 6 Ways to Produce Content that Members Value
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© WebLink International
8. About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
10. How Can Creating Great Content
Benefit Your Organization?
6 Ways to Produce Content that Members Value
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© WebLink International
11. Extend Your Reach
6 Ways to Produce Content that Members Value
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15. Value vs. Relevance
• The most
frequently used
word with
“Relevant” is…
• NOT
6 Ways to Produce Content that Members Value
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© WebLink International
16. Value vs. Relevance
• No one says, “Wow,
that association is
really relevant for
me.”
• They want useful.
• They want ROI.
• They want value.
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
19. Answer member questions
• You get emails, phone
calls and questions at
events.
• Stop answering them!
(sort of)
• Why help 1 when you
can help 100, or 1,000?
• Blog posts or FAQs
section of your website
• Share on social media
when updated
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
20. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
21. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
22. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
23. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
24. Answer member questions
• “What’s the
association’s position
on [issue]?”
• When does the
[industry] report come
out?
• How often are
certification classes
offered?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
25. Answer member questions
• Follow up questions on
a blog post or article
• Create a new post and
link to it from your reply
• Check other industry
blogs/websites as well
• Try answering 1/week,
create a calendar to
schedule
6 Ways to Produce Content that Members Value
Content
Reply/Question
New Content
@WebLink
© WebLink International
26. Find the questions they aren’t asking you
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
27. Find the questions they aren’t asking you
•
•
•
•
•
•
LinkedIn Groups
Quora
Yahoo Answers
Twitter search
Google Alerts
Other association or
industry websites’
FAQs.
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
28. Find the questions they aren’t asking you
• Use broad industry
terms first
• Google searches:
– How do I manage my …?
– Tips for
selecting/choosing a…
– HR for [my industry]
– [my industry] taxes
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
29. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
30. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
31. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
32. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
34. Find the questions they aren’t asking you
• How to do [whatever]
– Create a LinkedIn page
– Manage a Facebook
page
– Install a new phone
system
– Choose a payroll
company
– Find new office space to
lease
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
36. Create numbered lists
• More concise &
engaging
• Creates a promise for
what’s in store (no
guessing)
• Sets expectations
• “Quick” read
6 Ways to Produce Content that Members Value
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© WebLink International
37. Examples
• 7 ways for [industry] to grow with technology
• Do you recognize the 5 warning signs your
business is in trouble?
• 8 types of [industry term] – which group are
you in?
• 11 email subject lines you can use to get your
clients’ attention
• 5 things successful [industry term] do
6 Ways to Produce Content that Members Value
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© WebLink International
38. Ask them
6 Ways to Produce Content that Members Value
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39. Sample questions
• “What’s the biggest
challenge facing your
business?”
• Write about how your
association is
addressing that issue
6 Ways to Produce Content that Members Value
• “What resources do you
need to help you run
your business?”
• Create additional
resources, or link to
existing ones – even if
they are not yours
@WebLink
© WebLink International
40. You Get Two Chances To Win
You asked them a
question!
6 Ways to Produce Content that Members Value
You answered the
question!
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© WebLink International
41. Ask them
During sales process
At events
Electronic surveys
Call them (include in
other calls)
• Social media
• Listen
•
•
•
•
• Polleverywhere.com
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
42. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
43. Profile members & industry experts
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
44. Profile members & industry experts
• “How I got the
business”
• Tips for surviving the
first 2 years of business
• What’s the future of
[industry]?
• What’s the biggest
mistake you made
running your business?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
45. Profile members & industry experts
• Why they joined
• What specific programs
and benefits to they use
• Include org type, size,
length of time in
business so others can
relate
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
46. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
47. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
48. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
50. Share others’ content
• Find content via:
– Twitter search or the
people you follow
– LinkedIn connections,
groups
– Google alerts
– Email newsletters
– Local or industry
websites
6 Ways to Produce Content that Members Value
Retweet
Share on
Facebook and
LinkedIn
Post links to other
content
@WebLink
© WebLink International
51. Bonus Tip: Use Your Data
• Size of business
• Type of business
• Length of time in
business
• Annual dues
• Reasons for joining
• Interests
• You are tracking this,
right?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
52. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
53. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
54. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
56. Types of Content
•
•
•
•
•
•
•
Blog posts
Articles/pages on site
eBooks
Case studies
Videos
Webinars (record them)
Slide Share
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
58. 25 Blog Posts (Content) Ideas
6 Ways to Produce Content that Members Value
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© WebLink International
59. 25 Blog Posts (Content) Ideas
1. Why do businesses join your association?
2. How does your association impact business
in your industry or your community?
3. Who is your longest-standing member? Why
have then been a member so long?
4. Who is your latest member? What caused
them to join?
5. What is your association doing to conserve
energy?
6 Ways to Produce Content that Members Value
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© WebLink International
60. 25 Blog Posts (Content) Ideas
6. What are your members doing to conserve
energy?
7. How do taxes impact your members? Are there
specific issues going on now that your
association has a position on?
8. What was the last unexpected thing your
association did?
9. What social media platforms does your
association use and how can your members
follow you there?
10.What phone call did you get today that you
should share with your audience?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
61. 25 Blog Posts (Content) Ideas
11.What was the last event you had? What was
discussed there that should be shared?
12.What other business blogs do you follow? Why?
13. What was the last good business book you
read? How would your members find it
valuable?
14.What’s the most frequently used service or
benefit of your association?
15.What’s the least frequently used service or
benefit of your association? (That members
don’t know about, but should)
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
62. 25 Blog Posts (Content) Ideas
16.What’s the biggest misconception about your
association?
17.What's the latest mistake your association
made? How did you recover?
18.What's the funniest business story you have?
What’s the make-up of your members?
19.How many small businesses vs. large
businesses? Are you working to change this
make up?
20.What members have you helped to grow their
business? How many jobs were created?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
63. 25 Blog Posts (Content) Ideas
21.What is your disaster recovery plan? What
resources could members use to create theirs?
22.Who do you want to thank today?
23.How does your association refer potential
customers to your members?
24.What members recently made the news that
you can share?
25.What technology do you use that your members
may find interesting?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
64. Content!
• Use content as question
prompts
• Answers to common
questions
• Blog posts
• Webinars
• Events
• Discussion questions
• Research, case studies,
whitepapers
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
65. Creating Great Content
• Understand your
audience
• Connect with them
• Give them information
they want & need
• Use emotion
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
66. Tell a story
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
67. Creating Great Content
• Informative
– Expertise
– Tips
– Insight
• Different
– Personality
– Fresh Take
– Surprises
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
68. 5 Reasons You Should Not Use the Indy
Marriott in 2015 for the WebLink Summit
Good Morning, Curt:
Here are 5 Reasons You Should Not Use the Indy Marriott in 2015 for
the WebLink Summit:
1. We’ll make your conference logistics look so seamless that your
boss will think he’s paying you too much.
2. You’ll spend the weeks following your conference raving so much
about the Indy Marriott that your colleagues will think you’re a
paid corporate sponsor.
3. Tension at home may arise when you start comparing our
Executive Chef’s delectable cuisine to the nightly dinners your wife
prepares.
4. After you sleep in one of our signature Marriott beds, your bank
account will take a hit when you buy one, realizing that there’s
nothing like a good night’s sleep in one of them.
5. We’ll ruin you for any other hotel because you’ll always compare
them to the excellent experience you had at the Indy Marriott.
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
69. Great Content
“Don’t interrupt what people are interested in.
Be what people are interested in.”
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
70. This isn’t the content you’re looking for
6 Ways to Produce Content that Members Value
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© WebLink International
76. 6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
77. Word of Mouth
• Powerful
• Free
• Can’t control
• Potentially scary
• What are they saying?
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
80. Why 0-10?
• 1-5 yields “3s”
• With 1-10 some people
will reverse good/bad
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
81. How likely is it that you would recommend our
organization to a friend or colleague?
Extremely
likely
10
Not likely
at all
9
Promoter
8
7
6
5
4
Passive
6 Ways to Produce Content that Members Value
3
2
1
0
Detractor
@WebLink
© WebLink International
84. New member sales
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
86. Lifetime Value of Membership
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
87. WebLink Recap: An Integrated Solution
• ONE web-based
centralized database
• Prospects, members,
non-members and all
reps in same system
• Financials, events,
email, committees,
website, reporting
Financial
System
Prospects
Website
Central
DB
Email
Marketing
Events
Members
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
88. Association & Chamber Websites
• 500+ client websites
• WebLink Local business
directory drives 67%
increase in traffic from
organic searches
• Adds value for members
• Non-dues revenue
• Responsive website
design
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
89. iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
90. 3 Questions
6 Ways to Produce Content that Members Value
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© WebLink International
91. Webinar Recap
• We will email copy of
presentation to
attendees
• Link to video recording
of webinar
• Please let us know if
you have any questions
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
92. Additional Resources
• 4 Reasons Your LinkedIn Company Page Needs
Work
• In Good Company: How Best In Class
Marketers Use LinkedIn Company Pages To
Grow Their Business
• Announcing The 12 Best LinkedIn Company
Pages of 2012 [SLIDESHOW]
• 20 Tips to Amplify Your Brand on LinkedIn
[SLIDESHOW]
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
93. Additional Resources
• 15 Tips for Compelling Company Updates on
LinkedIn
• Creating the Right Content for Your
Association's Content Marketing Strategy
• Why Chambers and Associations Have A
Content Marketing Advantage
• Using Google Analytics for Chambers and
Associations
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
95. “Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin
6 Ways to Produce Content that Members Value
@WebLink
© WebLink International
97. Curt Moss
Senior Product Marketing Manager
curt.moss@weblinkinternational.com
WebLink International
3905 Vincennes Road, Suite 210 Indianapolis, IN 46268
P 317-872-3909 | 1-877-231-4970 | F 317-872-3929
weblinkinternational.com | weblinkblog.com