lanning
Your Content
Strategy
P
W
hile associations may differ in geographic
location, orientation, staff size, industry
focus and membership levels, many are
united by a common endeavour and
need; expert content production. Depending on the size of the association, content may be presented in a blog, on a website, in an e-newsletter or a magazine. When it comes to content production though, the size of the association is irrelevant. Good content always demands good strategy.
Drawing up a content strategy may sound a daunting and time-consuming task, but experts agree that planning and implementation save time, minimize difficulties and help associations attain their long-term goals. Content strategy is an investment in your association’s success.
What is Content Strategy?
A content strategy is an action programme that covers the format, frequency, subject and communication channels of the content you produce. According to Lauren Kelley from Associations Now magazine, a good content strategy addresses the questions “What are you going to post about? How often are you going to post it? And what content are you going to post?”
Kristina Halvorson from Brain Traffic suggests that while some associations dedicate resources to research, marketing, leadership and technologies when devising and implementing a content strategy, this is not essential. Regardless of its scale, a content strategy simplifies the work going into content production and lets you present your content as a valuable asset.
John Martinez
How do your members respond to the content you produce? Can this be a measure of your success? As an association, can you adapt your already-existing content to appeal to different members?
A content strategy helps you answer these questions and put a definite end to ineffective writing, tweeting or blogging.