provide some basic contact information
in order to receive content, you can
develop and refine prospect lists. Webinars, white papers or other high-value
content sources are ideal for this kind
of lead generation.
“The primary goal of our content
marketing campaigns has been to
obtain opt-in permission by delivering relevant content via email or other
media,” says Nellie Donovan, IREM’s
marketing analytics manager, who
adds that analyzing the results of your
content marketing to refine future campaigns also is an important step. “We
performed A/B testing to determine
which content was deemed the most
valuable by our intended audience.”
Finding Content
The key to a successful content market-
ing campaign is the content. Content
may come from a variety of sources: It
can be deliberately created for the cam-
paign, reused or repurposed from exist-
ing association products or aggregated
from outside the association. Members
themselves also can create content by
interacting with the association and
each other on social media platforms,
in online forums and in the comments
sections of blogs.
Making Content Social
An increasingly important part of associations’ communications and marketing strategies, social media is content
marketing, as a successful social
presence requires relevant, up-to-date
and interesting content. Social media
expands your organization’s reach by
making it easy for your audience to
share your content with their friends
and professional networks.
“Your members are bombarded by
content and rely on their online networks to act as filters,” Reid says.
