Is Your AMC Content-Driven?

Becky RasmussenAMR Management Services

Feb. 9, 2012

Let’s engage our reticular activating

systems.

“2012 will be the year of content.”

So, what have we been doing all these years?

What’s Changed?• Cost of Entry• Content Platforms• Availability• Speed• Globalization• Expectations• Amount of Content Available• Attention Span

Meet your new audience…

Content-driven Concept #1

It has to start at the top.

Is Content Being Addressed …• During client acquisition?• In budgets/workplans?• In hiring/training?• In staffing?• In board/leader training?• In policies and processes?

What if?A client

association wants to expand its social media

presence

Asking the Right Questions

Content-driven Concept #2

It’s not just for your clients.

Content marketing was an AMC strategy,

not just a client strategy?

What if?

Every employee helped market your

AMC?

What if?

Content-driven Concept #3

It’s not an all-or-nothing

proposition.

Be honest about your clients needs & objectives.

• Interest level• Time• Resources• Technology• Goals• Risk aversion• Client/AMC relationship

Content marketing starts with telling stories

How can you incorporate this storytelling angle into things that you are already doing?

Stories don’t have to be complex to be effective.

Content marketing is about focusing on your audience/user.

How can you make your current content more user-focused?

Sponsor/Exhibitor Grudge Match

You took a company-wide content inventory?

You took a company-wide inventory of resources/technology?

What if?

You started with the materials you’re already putting out?

You started creating experiences rather than events?

What if?

You were a content marketing resource to your clients’ association

members?

What if?

Content-driven Concept #4

It has to be someone’s job.

Structures

• Chief content officer• Content department/team• Content council• Client role

YMMV…

It’s not about title ...• Accountability• Workflow• Best practices• Training• Sellback• Measurement

Content-driven Concept #5

It has to be everyone’s job.

You treated your employees like freelancers?

You thought outside your staff?

What if?

Content-driven Concept #5

It has to be nurtured.

“Content is the

blue-collar branch of

marketing.”- Eloqua

ROI Isn’t Everything

You focused on a culture of creativity?

You worked across clients to help stoke the fires?

What if?

You looked outside the association industry?

You focused on content as a tool rather than the end goal?

What if?

Be human.Tell stories.Share ideas.Take risks.

Listen.

If nothing else …

Your what-ifs?

Thank You!Becky Rasmussen

AMR Management Services636/449-5040

brasmussen@amrms.comwww.strongerbyassociation.com