The Formula for Success
Discovering the formula for success can prove complicated, even if a content team and calendar already exist. The formula can be particularly tricky to decipher when it comes to online content as most associations are aware of the particularities of various print media by now, but are yet to work out the distinct advantages and disadvantages of each online platform.
Many associations have successfully chosen to focus their efforts on the development and maintenance of strong connections with their audience, and the diffusion of credibility and commitment. Such experts have realised that it is more effective to engage the audience by sharing a video on YouTube that goes viral (since it is relevant to them and therefore their contacts) than posting frequent but irrelevant material on Facebook. The former strengthens connections, while the latter alienates them.
Success is attained when a team defines the values that measure your association’s performance and discover how a content strategy can encourage it. Once this has been decided, your association will soon determine whether it is on track or not. Indicators of success may show in cost cuts, profit increases or membership growth. Whatever your marker of success, once you have figured it out you can define the steps to reach it.
Once performance indicators have been identified, you must ensure all your communication channels are directed towards them. Drawing up a content strategy will guarantee a coherent focus and optimise your use of already existing resources with a long-term purpose, ensuring your content has a positive and measureable impact.
John Martinez
Chief Executive Officer
Shocklogic
John is unabashedly enthusiastic on supporting associations and societies. Having started in the industry in 1984 and after 14 years of working directly from the AMC and PCO’s angle, he started Shocklogic in 1997. He is the CEO at Shocklogic, an exciting and innovative technology company that thrives on applying best-of-bred technology and to help associations fulfil their potential. John has worked at all levels with a large number of international associations and societies, giving him a wealth of hands-on experience and knowledge in how to apply current technologies to solve common issues. He leads an equally passionate team at Shocklogic who describe their relationship with their clients and partners as … “We love what we do, so that transpires in every action that we take".