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Content Marketing for Nonprofits & Associations

Becky RasmussenAMR Management Services

@Becky_Rasmussen • #cmworld

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Association Professionals Through the Ages - http://

www.youtube.com/watch?v=mKSvgmpVJFk

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Associations SHOULD be great content marketers …

=

We have a wealth of content

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If you took a content inventory, what would you find?

• 224 magazine issues• 117 newsletter issues• 29 conventions• 33 marketing conferences• 13 webinars• 17 videos• 1,000s of photos• 55 blog posts• 1,030 tweets• 300 Facebook posts

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Webinars

Magazines

Journals

VideosWhite papers

Print newsletters

Enewsletters

Podcasts

ConferencesArticles

Online Communities

Learning Centers

Websites

Mobile Apps

Listservs

Private social networks

Books

Ebookse-books

Blogs

Infographics

Research

Benchmarking

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Associations SHOULD be great content marketers …

We have established relationships

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Associations SHOULD be great content marketers …

We have a foundation of

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So what holds us back?

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• Our wealth of content• Established relationships• Foundation of trust

Challenges

But that’s not all …

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Challenges

Association Membership Model

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What does your association “sell”?

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ExpertKnowledge

Members

Information

Association

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Challenges

• Boards• Volunteers• Staff

Structure & Resources

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ASSOCIATION content should:

• Advance your mission

• Address member needs and pain points

• Position the association as a trusted resource

• Target a specific audience

• Provide a call to action

• Tell an engaging story

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Advance your mission

To protect and advocate for the farm-grown Christmas Tree industry

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What can you do for your members that they can’t do for themselves?

How is the content you provide going to help them improve their business or

advance their career?

Address Member Needs and Pain Points

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Address Member Needs and Pain Points

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Position your association as a trusted resource

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Position your association as a trusted resource

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Target a specific audience

Bob

• Manages 3,600 acres of trees• Pacific Northwest• Sells to big box stores• Biggest concern is rising

freight costs• Gets news online

• Small Choose & Cut farm• Gulf Coast of Alabama• Offers tours, Santa, train

rides• Biggest concern is weather• Prefers print

Steve

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Target a specific audience

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Provide a call to action

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Provide a call to action

1ST CALLPurchase additional content, click to learn more, sign up, sign in, subscribe, connect, engage, vote, contact, share, talk, “like”, comment, visit website, etc.

2nd CALLJoin association, register for event, contribute/donate, volunteer

Are you aiming for a relationship or a transaction?

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Tell an engaging story

Professional Innkeepers Association

- http://www.youtube.com/watch?v=jFNilW0_YX0

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Tell an engaging story

U.S. Farmers & Ranchers Alliancehttp://www.youtube.com/watch?v=atX1hiKDiz8&list=UUrvUizfbGpd4a76FimIfalA&index=19&feature=plcp

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Tell an engaging story (or help your members tell theirs)

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And most importantly …

Focus on what works for your association and members.

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What are your association content

challenges?