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Content Marketing Workshopfor Associations & Nonprofits

Steve DrakeAMR Management Services

@stevedrake • #cmworld

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Today’s Agenda

• Welcome • Overview of Associations, Nonprofits &

Content Marketing• Real World Content Marketing: What’s

Working & Not Working• Work Teams focused on implementation• Discussion & Wrapup

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2010-2012: Guiding Lights

201120122011 2011 2010

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Race for Relevance

Action

1. Board Size & Competence

2. Staff Empowered

3. Technology Integration/Plan

4. Fewer Committees

5. Relevance to Members, Targeted Markets

Realities

1. Time

2. Value Expectation

3. Consolidation-Specialization

4. Generational Differences

5. Competition

6. Technology

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EOMAWKI

1. Economy-Recession

2. Generational

3. Technology

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• Engage & move from FREE to FEE• Content can make it happen

Maximum Engagement

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Managing Content Marketing

• To engage your members/donors, become a publishing powerhouse

• Tell your stories• From Push to Pull• Identify your key personas• Nurture & feed your subscribers

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New Rules of Marketing & PR

• Old rules obsolete in online world• Real time now required• Speed wins• Plan for NOW, react NOW

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Commonalities for NPs, Associations

Technology

GenerationsEconomic Impacts

Professional Staff

Governance

Business Models

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Association Content Vehicles• Printed magazine or

journal• Printed newsletter• e-newsletter• Tip of the Week • Blast email• Weekly (or daily) blog• Website• Speech or outline posted

on SlideShare.net

• vlog (video blog) • Tweet • Webinar • Podcast • Direct mail flier • Facebook post• LinkedIn update• YouTube video• Flickr file of photos• Pinterest • Other