6 Ways to Produce Content that Members Value

transcript

6 Ways to Produce Content that Members Value © WebLink International @WebLink

Session Agenda

• Content Types

• Ways to Create Content

• Distribution

• Measurement

• Get this presentation

About Me

• Curt Moss, Senior Product Marketing Manager @ WebLink

• 12 years at member-based orgs – Las Vegas Chamber of

Commerce – Chapter of National Safety

Council • 7 years @ WebLink

– Faculty for W.A.C.E. – Present at association and

chamber conferences

linkedin.com/in/curtmoss

@curtmoss

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

About WebLink

@WebLink

facebook.com/weblinkinternational

linkedin.com/company/weblink-international

youtube.com/weblinkinternational

slideshare.net/weblinkinternational

About WebLink

• Membership Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success

About WebLink

• iPad app for mobile commerce

• Integrated credit card reader

• New member sales

• Event registrations

• Pay open invoices

WebLink Blog

How Can Creating Great Content Benefit Your Organization?

Extend Your Reach

Increase Member Engagement

Grow Your Membership

Value vs. Relevance

• The most frequently used word with “Relevant” is…

• NOT

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

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

• “What’s the association’s position on [issue]?”

• When does the [industry] report come out?

• How often are certification classes offered?

• 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

Content

Reply/Question

New Content

Find the questions they aren’t asking you

• LinkedIn Groups • Quora • Yahoo Answers • Twitter search • Google Alerts • Other association or

industry websites’ FAQs.

• Use broad industry terms first

• Google searches: – How do I manage my …? – Tips for

selecting/choosing a… – HR for [my industry] – [my industry] taxes

Google keyword planner

• 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

Create numbered lists

• More concise & engaging

• Creates a promise for what’s in store (no guessing)

• Sets expectations • “Quick” read

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

Ask them

Sample questions

• “What’s the biggest challenge facing your business?”

• Write about how your association is addressing that issue

• “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

You Get Two Chances To Win

You asked them a question!

You answered the question!

Ask them

• During sales process • At events • Electronic surveys • Call them (include in

other calls) • Social media • Listen

• Polleverywhere.com

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?

• Why they joined • What specific programs

and benefits to they use • Include org type, size,

length of time in business so others can relate

Share others’ content

• Find content via: – Twitter search or the

people you follow – LinkedIn connections,

groups – Google alerts – Email newsletters – Local or industry

websites

Retweet

Share on Facebook and

Post links to other content

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?

Content Guidelines

• Findable • Readable • Understandable • Actionable • Shareable

Source: Content Marketing Institute

Types of Content

• Blog posts • Articles/pages on site • eBooks • Case studies • Videos • Webinars (record them) • Slide Share

Repurposing Content

Blog Post

Webinar

Slide share Video

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. 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?

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)

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?

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?

Content!

• Use content as question prompts

• Answers to common questions

• Blog posts • Webinars • Events • Discussion questions • Research, case studies,

whitepapers

Creating Great Content

• Understand your audience

• Connect with them • Give them information

they want & need • Use emotion

Tell a story

Creating Great Content

• Informative – Expertise – Tips – Insight

• Different – Personality – Fresh Take – Surprises

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.

Great Content

“Don’t interrupt what people are interested in. Be what people are interested in.”

This isn’t the content you’re looking for

Measuring Results

Insight & Analytics

View Your Followers

Facebook Insights

Website Traffic

Word of Mouth

• Powerful • Free

• Can’t control • Potentially scary

• What are they saying?

Can you measure it?

How likely is it that you would recommend our organization to a friend

or colleague?

Scale of 0-10

The Ultimate Question

Why 0-10?

• 1-5 yields “3s”

• With 1-10 some people will reverse good/bad

How likely is it that you would recommend our organization to a friend or colleague?

10 9 8 7 6 5 4 3 2 1 0

Extremely likely

Not likely at all

Promoter Passive Detractor

Net Promoter Score

Promoters Net

Promoter Score

Detractors - =

The results may be

humbling.

New member sales

Member retention

Lifetime Value of Membership

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

Central DB

Financial System

Website

Email Marketing

Members

Events

Prospects

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

iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader

3 Questions

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

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]

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

Webinar Summary

• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the

“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin

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

Curt Moss

Senior Product Marketing Manager curt.moss@weblinkinternational.com