Initial findings from the first study of content strategy adoption in associations. The study, funded by the ASAE Foundation, is being led by Hilary Marsh; Dina Lewis, CAE; and Carrie Hane. Key findings: some associations of all sizes and types are doing content strategy work; as a whole, the primary challenge is people, not resources or process; and content strategy is about much more than marketing. Part 2 is coming later in 2018.

1. 5/23/18
1
Associa'on Content Strategies
for a Changing World
Dina Lewis, CAE & Hilary Marsh
● Publications
● Newsletters
● Self-study guides
● Clinical guidelines
● Conference sessions
● Webinars
● Research reports
● Events
● Books
● Press releases
● News articles
Associations produce so much content!
Photo byLacie SlezakonUnsplash

2. 5/23/18
2
and we have so many channels to fill!
Icons: Nucleo
By bgEuwDxel93-Pg at Google Cultural Institute, zoom level maximum, Public Domain, https://commons.wikimedia.org/w/index.php?curid=25498286
Content is
the way
our work is
manifested
in the world

3. 5/23/18
3
Content is
how we
deliver our
strategic
goals
ISAE Strategic Plan
Our
content
is our
value
Photo by Maja Petric on Unsplash

4. 5/23/18
4
And we
succeed
when we
publish
content
in a way that
resonates
with
members
Content
strategy
is the
answer
Photo by Hello I'm Nik on Unsplash

5. 5/23/18
5
Content Strategy Defined
The planning and judgment for the creation, publication,
dissemination, and governance of useful, usable content
across departments and functional areas.
Why Quantify Association Content Strategy?
2016 Operating Ratio Report
Periodicals/Publications
• 8.82% revenue/8.11% expense
Educational Programming
• 9.96% revenue/8.17% expense
Decision to Join
Current association
members ranked dissemination
of knowledge or content among
four of the top five most
important association functions
Competition

6. 5/23/18
6
Project Goals
• Identify associations that are developing and implementing
content strategies
• Articulate the positive impact of a strategic approach to
content
• Analyze challenges to content creation and dissemination
• Explore how these associations pursue content creation
and management, including how they staff and allocate
resources to their efforts
Project Timeline
Phase 1: September 2017 – March 2018
Environmental
Scan
Profile
Survey
Interviews
Interim
Report

7. 5/23/18
7
Research Summary: Environmental Scan
Reviewed 68 articles, reports, and conference
presentations from 2010 to 2017
● Found a focus on definition, specific tactics,
and case studies
● Myth-busting conceptions and confusion
Research Summary: Profile Survey
• Member survey to 4,730 people – 11.4%
response rate
• Anonymous survey to individuals, online
communities, and social media
• 613 total respondents

8. 5/23/18
8
Research Summary: Profile Survey
Content Strategy Adoption Key
Beginner: 1 to 6 tactics Intermediate: 7 to 13 tactics Advanced: 14 to 17 tactics
Research Summary: Interviews
• Randomly selected 15 interviewees based
on size, scope, maturity, type
• Identified patterns in successes and
challenges
• Primary challenge: people, not process

9. 5/23/18
9
“People buying in
to the philosophy
of leading with
strategy—that’s
the value-add to
your
organization...”
Hypothesis: Content strategy is foundational
and self-sustaining
Not Sustained
Partially
Sustained
Sustained
● Content marketing is a tactic
● Tactics ≠ Strategy
● Organization-wide
approach shows
association’s value
● Manage & govern for
maximum effect
● Content strategy can help
associations increase
revenue
Hypothesis: Some associations define content
strategy as content marketing
Not Sustained
Partially
Sustained
Sustained

10. 5/23/18
10
How do you
compare?
Download the electronic
version of this at
http://bit.ly/cs-assessment-tool-1
Hypothesis: Content strategy differs based on
the department with responsibility
Not Sustained
Partially
Sustained
Sustained

11. 5/23/18
11
Hypothesis: There are not enough resources to
do content strategically
“When content strategy
starts with buy-in, it gets
prioritized, appropriate
resources are allocated,
and the effort gets spread
throughout the
organization.”
Hypothesis: There are not enough resources to
do content strategically
Not Sustained
Partially
Sustained
Sustained

12. 5/23/18
12
Hypothesis: Size matters—bigger associations
are doing content strategy more than smaller
ones
“Always put your
member first. Your
board isn’t first. Your
staff isn’t first. Your
member needs are
first.”
“Communicate, communicate,
communicate. Up, not just down.
Not one-way. You must listen. You
must recognize the issues [your
members] are facing. Don’t
assume you understand. Or say,
“This is what you get.”
Hypothesis: Size matters—bigger associations
are doing content strategy more than smaller
ones
Not Sustained
Partially
Sustained
Sustained

13. 5/23/18
13
● Half of interviewees: Content strategy takes off
when the CEO/executive director changes
● Rebranding/website redesign also an impetus
Hypothesis: Change in leadership is an
opportunity to catalyze content strategy
Not Sustained
Partially
Sustained
Sustained
Hypothesis: Content strategy evolves out of
an individual champion
● Establish metrics to show value of content strategy to
association management
● Demonstrate success and build on it with allies
● Recognize content strategy as a core association
skillset
Not Sustained
Partially
Sustained
Sustained

14. 5/23/18
14
Highlights and What's Next
Highlight: Content strategy is not limited to
any type, size, or scope of association

15. 5/23/18
15
Applies to content
specifically for marketing
purposes and to drive action
A strategic marketing approach
focused on creating and
distributing…content to attract and
retain a clearly defined audience...
Content Marketing
Strategy
Applies to all content an
association produces:
programs, services, events,
standards, publications, etc.
Highlight: Content strategy does not mean the
same thing to everyone
Planning for the creation,
publication, dissemination, and
governance of useful, usable
content across departments and
functional areas
Content Strategy
Highlight 3: Good things are happening in
association content strategy

16. 5/23/18
16
Stay Tuned!
Now through September 2018
● Content strategy adoption
● Content strategy stories
● Potential tools and products
Take the Content Strategy Practice Survey:
http://bit.ly/fcspsurvey
Thank You!
Hilary Marsh
Content Company, Inc.
@hilarymarsh
hilary@contentcompany.biz
Dina Lewis, CAE
Dis?lled Logic, LLC
@dinalew
dina@dis?lledlogic.net