Make the most of your content investments
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This document discusses how associations can maximize the value of their content investments. It notes that associations typically create content in silos by department rather than strategically planning content together based on goals and audience needs. To get the most value from content, the document recommends that associations: 1) plan content creation together across departments; 2) repurpose existing content and add cross-links between pieces; and 3) actively curate existing content on their own websites and channels to showcase value to members. Creating content in a coordinated, repurposed, and curated way allows associations to avoid duplication and ensure all content is working towards common goals.
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Make the most of your content investments
- 1. Make the Most of Your Content Investments Hilary Marsh Content Company, Inc.
- 2. What we’ll cover today • What you are currently investing in content • How you can make the most of those investments
- 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. Poll • Which of these kinds of content does your association produce?
- 5. Content takes different forms • Magazine article • Talking points • Research report • Course • Webinar • Conference session • Press release • Newsletter
- 6. …and formats/media • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
- 7. Content is the way our work is manifested online Photo by Isis França on Unsplash
- 8. Content is how we deliver value to members Photo: https://www.asaecenter.org/resources
- 9. But more is not always better
- 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
- 12. How much are you investing? Photo by Sharon McCutcheon on Unsplash
- 13. 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
- 14. Web page Cost Content creation Content editing Finding an image Image editing Posting online Content maintenance Total cost $
- 15. 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
- 16. 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 $
- 17. 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 $
- 18. 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 $
- 19. How much are you investing? • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
- 20. How to assess your investment • Cost to create • Reach • Lifespan
- 21. Reach and lifespan • Web content • Course • Webinar • Conference session • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
- 22. 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
- 23. 22 We often create content in silos
- 24. 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
- 25. For the most part, our organization structures mirror our content types
- 26. 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
- 27. Different views of the audience https://commons.wikimedia.org/wiki/File :Blind_men_and_elephant.png
- 28. “Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web
- 29. If your association creates content of only one type for one audience in one instance You are wasting resources
- 30. If your association creates content of only one type for one audience in one instance You are missing opportunities to show your value
- 31. Get more from your content
- 32. Create content for extra value • Plan content together • Repurpose and cross-link • Curate your own content
- 33. Our content is more effective if we plan it together Photo: https://www.asaecenter.org/resources
- 34. Our content is more efficient if we plan it together Photo: https://www.asaecenter.org/resources
- 35. Organization: Programs, offerings Audience Content, formats, and channels Audience Audience Audience New thinking
- 36. Your website is not a filing cabinet!
- 37. “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
- 38. 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
- 39. Goals Content Formats Channels why what how where Example: Code of Ethics
- 40. Code of Ethics: Goals • Ensure that members are ethical • Increase the reputation of the profession • Help members avoid problems Goals Content Formats Channels
- 41. 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
- 42. 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
- 43. Code of Ethics: Channels • Magazine • Website home page • Association “university” • Conference • E-newsletter • Social media Goals Content Formats Channels
- 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
- 45. 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
- 47. Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/ conference session code of ethics
- 48. <topic> Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/ conference session Your turn!
- 49. • Choose a topic that you’ve recently created a course for • Work backwards Time to go to the handout! Your turn
- 51. In summary You invest $$$ in your content To get the most value, • plan content together • repurpose and cross-link • curate your own content