Association Executives – What’s your content strategy?
Today, an association’s content is more valuable than ever before because of the advancements that have occurred in online distribution and engagement!
Think back to just 10 to 20 years ago when associations recorded their conference education and delivered that content to their industry professionals on audio cassettes, DVD’s and CD-ROM’s. The limiting factor to gaining exponential value from that content was the cost of distributing that content to thousands of users, such as potential customers or future members. For those organizations that did deliver their content on these formats, the end user experience was for the most part an isolated experience. Many listened in their cars while driving or watched a video of a session they missed or wanted to recall. None of these organizations really understood what the end user was doing with that content and whether they were even taking part in using this content for furthering their education.
Today, through online distribution, that content can reach thousands of users in a variety of different formats and business models and the end result is a significant increase in your organizations ability to educate the world with your content. And now, in real time, you know how much content the end user has consumed, on what device and with whom they have shared, along with countless other data on preferred subject matter of content accessed and overall duration of the engagement. All of this, very important data when trying to understand the future needs of your members.
Over the past few years, we have seen an explosion in Content marketing, as companies are benefiting from the same technological advancements that are allowing them the ability to engage their customers and receive instant feedback from those customers, both positive and negative. It’s this two way communication between providers of the content and consumers of that content that is truly changing the world of content curation and distribution. Prior to online distribution, publishers were only able to push their content to the end user and then they would measure the impact of that engagement in a variety of different metrics. Think newspapers, magazines, television and physical products such as those mentioned above. None of these delivery formats allowed for instantaneous communication with the end user like online delivery does today. Of course, television is rapidly moving in this direction, as reality TV and sports are starting to blend with social media and what we are seeing is that the results have been staggering.
So, as an Association Executive, how can all of this impact me?
As an Association Executive, you are most likely working for an association whose goal is to educate your industry and drive value for your members. Your existing educational content that is presently being designed to engage your physical attendees, can be leveraged throughout the year to further the level of engagement exponentially. By simply capturing your content in a high quality format and delivering that content through a variety of different mechanisms, such as session rebroadcasts, webcasts, and/or Live Streaming, you can expand the reach of your organizations brand to the entire world. Imagine delivering content to students, non-members, members, international professionals and more, all for pennies on the dollar compared with past formats. Webcasting your pre-recorded or Live content through an engaging Live Player may be your best way of promoting your organizations conferences, membership and Brand.
“Session rebroadcasts have been a successful tool for engaging members and the broader international community” says Eileen Kiley from the Material Research Society.
Whether you are capturing your conference education and hosting it online or you have never considered capturing your educational content in the past, now is the time to take advantage of these new technologies and leverage the value of your staff’s annual efforts in putting your program together. The costs should not be a barrier, because if you leverage your content correctly, your content will drive more revenue than the costs to capture and the added bonus is the engagement and education of your membership and beyond. And, isn’t that your organizations mission in the first place!!