Last week I attended the 2014 MMCC Conference. It was 48 hours of intense learning, collaborating and general brainstorming. So much so that I tweeted this as I left the conference:
Many of the content takeaways are applicable even if you aren’t in the non-profit world.
- It’s important to know what content your organization has and where it is located. Make sure to do (and then update regularly!) a content audit. This is the first step n creating a content strategy which will give you a good overall picture of your organization’s landscape. With a content audit you will know what pieces are located where.
- Create a WHY for each channel you use to share content (print, podcasts, Facebook, twitter, etc). Why are you using these channels? Who is the audience consuming information in these areas? Who is visiting your website, what pages are they looking at and when? What are people searching for? Are they finding it? Don’t just look at entry pages in Google analytics, look at exit pages.
- As you create the WHY for each channel think about your organization’s mission, vision and business objectives. Those three things alone need to be what drives the content. What are the goals? Membership? Sales? recruitment? Brand recognition? Make sure each channel (and ultimately each content item) supports the business mission, vision and general objectives. If it doesn’t, is there a way to realign the content to fit? Why is it necessary if it doesn’t support those three things? While thinking about the WHY think about what defines success. What makes individuals pieces of content successful? What makes the overall content successful? The website, the Facebook page, etc. All content items should have a definition of success specifically for that piece. All channels should have a definition of success specifically for that channel. Add a column to your editorial calendar labeled ‘outcome’. Know why you’re doing what you do.
- 3 parts to review:
1. Core target audience. Who is the audience that you should be reaching with your content marketing?
2. What will be delivered?
3. What is the outcome for the audience? Drive sales and revenue? Save costs (email versus paper) or sunshine (creating happier customers, keeping customers longer, get them more involved, etc.)
- 3 parts to review:
- Each member (or audience) category should have its own content marketing strategy! Give people what they want, what they need, when and where they want and need it. Don’t make people search for content!
- A content strategy must have a designated gatekeeper. A person who can look at a suggestion, content item or request and determine if it does meet the business mission, vision and general objectives. Or know how to create the piece to meet those requirements. Someone must have the authority to send the request back for more brainstorming.
- Find a way (good source: slide share!) to share ALL presentations to the right audience. For an association, this might be in the member community site for those who miss out on a webinar, a conference or a presentation. Make the presentations available on demand to watch or re-watch.
Be sure to check back in the next few days for more takeaways from the conference as I have time to decipher my handwriting and review the tweets from the conference.