O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Make the most of your content investments

311 visualizações

Publicada em

Your organization invests more than you think in content. Are you using that content most effectively? This presentation contains insights to see your investments more clearly and think creatively about how to make the most of those investments

Publicada em: Governo e ONGs
  • You can hardly find a student who enjoys writing a college papers. Among all the other tasks they get assigned in college, writing essays is one of the most difficult assignments. Fortunately for students, there are many offers nowadays which help to make this process easier. The best service which can help you is ⇒ www.WritePaper.info ⇐
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Seja a primeira pessoa a gostar disto

Make the most of your content investments

  1. 1. Make the Most of Your Content Investments Hilary Marsh Content Company, Inc.
  2. 2. What we’ll cover today • What you are currently investing in content • How you can make the most of those investments
  3. 3. What is content? • Committee report • Association initiative • Advocacy call for action • Code of Ethics • Original research • Clinical practice guideline • Position statement • Industry trend analysis • Thought leadership • Job posting • Scholarship announcement • Etc., etc., etc.
  4. 4. Poll • Which of these kinds of content does your association produce?
  5. 5. Content takes different forms • Magazine article • Talking points • Research report • Course • Webinar • Conference session • Press release • Newsletter
  6. 6. …and formats/media • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
  7. 7. Content is the way our work is manifested online Photo by Isis França on Unsplash
  8. 8. Content is how we deliver value to members Photo: https://www.asaecenter.org/resources
  9. 9. But more is not always better
  10. 10. Associations face challenges in delivering content to meet the needs of increasingly diverse and complex group of members. —OmniPress State of the Conference Industry Report, featuring information from 150 associations
  11. 11. How much are you investing? Photo by Sharon McCutcheon on Unsplash
  12. 12. Poll How much do you think your association spends to produce a single page of content for your website? • Free • $100 • $250 • $500 • more than $500
  13. 13. Web page Cost Content creation Content editing Finding an image Image editing Posting online Content maintenance Total cost $
  14. 14. How much are you investing? One page of web content: about $2,000 • $560/day for each person (writer, manager, IT support, analytics, etc.) based on $75,000/year salary + benefits • Average time of 3.5 days to plan, research, write, review, and publish, assuming more time to create and less time to maintain
  15. 15. Conference session Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Venue costs: space, A/V, wi-fi, video Food and beverage Marketing/promotion costs Total cost $
  16. 16. Course Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Tech costs: A/V, video, streaming host Marketing/promotion costs Total cost $
  17. 17. Webinar Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Tech costs: A/V, video, streaming host Marketing/promotion costs Total cost $
  18. 18. How much are you investing? • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
  19. 19. How to assess your investment • Cost to create • Reach • Lifespan
  20. 20. Reach and lifespan • Web content • Course • Webinar • Conference session • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
  21. 21. Poll How does your association plan content? – Each department plans it independently, sometimes working with our committees – Each department plans it independently but we inform each other about what we’re doing – Sometimes departments plan content together – We always plan content together based on the association’s goals and the members’ needs
  22. 22. 22 We often create content in silos
  23. 23. Department Content type, format & channel Audience Department Department Department Old thinking Content type, format & channel Audience Content type, format & channel Audience Content type, format & channel Audience
  24. 24. For the most part, our organization structures mirror our content types
  25. 25. Courses Content type, format, and channel Members who want to take courses Magazine Press releases Advocacy info Old thinking Content type, format, and channel Members who want to read a magazine Content type, format, and channel Members who want to know what we tell the media Content type, format, and channel Members who want to know what we advocate for
  26. 26. Different views of the audience https://commons.wikimedia.org/wiki/File :Blind_men_and_elephant.png
  27. 27. “Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web
  28. 28. If your association creates content of only one type for one audience in one instance You are wasting resources
  29. 29. If your association creates content of only one type for one audience in one instance You are missing opportunities to show your value
  30. 30. Get more from your content
  31. 31. Create content for extra value • Plan content together • Repurpose and cross-link • Curate your own content
  32. 32. Our content is more effective if we plan it together Photo: https://www.asaecenter.org/resources
  33. 33. Our content is more efficient if we plan it together Photo: https://www.asaecenter.org/resources
  34. 34. Organization: Programs, offerings Audience Content, formats, and channels Audience Audience Audience New thinking
  35. 35. Your website is not a filing cabinet!
  36. 36. “I am responsible for growing and interpreting the collection in order to educate, entertain and intrigue our visitors.” —Joan R. Kropf, deputy director, Dalí Museum https://www.tampabay.com/things-to-do/visualarts/the-art-of-curation-museum-curators-talk-about-what-they-do/2242847/ Photo by Lizzie George on Unsplash
  37. 37. Goals Content Formats Channels why what (messages, actions) how (course, article, video, report, etc.) where (website, conference, e-newsletter, social media, etc.) How content should happen
  38. 38. Goals Content Formats Channels why what how where Example: Code of Ethics
  39. 39. Code of Ethics: Goals • Ensure that members are ethical • Increase the reputation of the profession • Help members avoid problems Goals Content Formats Channels
  40. 40. Code of Ethics: Content • Formalize ethical behavior into a code: Principles of ethical behavior • Rewards for following, penalties for not following Goals Content Formats Channels
  41. 41. Code of Ethics: Formats • Brochure • Book • Course • Poster • Conference session • Video series Goals Content Formats Channels • Webinar • Success story • Press release • Presentation • Podcast episode • Magazine article
  42. 42. Code of Ethics: Channels • Magazine • Website home page • Association “university” • Conference • E-newsletter • Social media Goals Content Formats Channels
  43. 43. Code of Ethics • Ensure that members are ethical • Formalize ethical behavior into a code • Principles of ethical behavior • Rewards for following, penalties for not following • Detailed text • Course • Poster • Test • Success story • Webinar • Book • Video series • Website home page • Conference • E-newsletter • Social media • Partner website • Association “university” Goals Content Formats Channels
  44. 44. Code of Ethics • Ensure that members are ethical • Formalize ethical behavior into a code • Principles of ethical behavior • Rewards for following, penalties for not following • Detailed text • Course • Poster • Test • Success story • Webinar • Book • Video series • Website home page • Conference • E-newsletter • Social media • Partner website • Association “university” Goals Content Formats Channels These are the same for all content formats and types
  45. 45. code of ethics Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/ conference session
  46. 46. Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/ conference session code of ethics
  47. 47. <topic> Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/ conference session Your turn!
  48. 48. • Choose a topic that you’ve recently created a course for • Work backwards Time to go to the handout! Your turn
  49. 49. Working together for member satisfaction
  50. 50. In summary You invest $$$ in your content To get the most value, • plan content together • repurpose and cross-link • curate your own content
  51. 51. Thank you! Hilary Marsh hilary@contentcompany.biz @hilarymarsh

×