As suspected, 2013 is going to be the year for content marketing strategy. Associations have their communities, LinkedIn, RSS, Twitter feeds, mobile sites etc. and are now taking a step back and realizing that content truly is king and it’s no good having these great tools without incredible content to put on them in a planned-out, strategic manner.
So as a marketing communications person my goal is now to take those integrated marketing plans and layout the content strategy to support the annual goals. Andy Crestodina @crestodina with Orbit Media and I presented last month at ASAE’s Great Ideas on Content Strategy in a Social Mobile World. I think the presentation resonated based on the great feedback we received! One of the slides Andy presented I have posted on my bulletin board to remind me that valuable content can be leveraged in so many ways without getting old. The image came from Deana Goldasich, @goldasich who is a content marketing strategist and laid out how one customer story could be used in so many effective ways.
I thought this graphic said it all in terms of making content creation and distribution harder than it really is. I see a lot of associations stumble thinking they can’t write or don’t know where to go to get content when it’s right in front of us. Associations have the best access to leaders in industry and academia than probably any other organization so tap into those volunteer leaders, have the conversation and then leverage the content you get!