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
