If you are an association marketer you’ve been hearing a lot about content marketing. Content marketing is one of the hottest buzzwords in marketing circles right now. It incorporates everything from video, infographics and articles to talking about channels like social media and blogs.
Content marketing has been primarily about establishing your own stream of content (through a blog or website) and then figuring out how to promote it to your audience through other channels like Twitter, LinkedIn or social bookmarking. With the volume of online noise ever increasing some content marketers are taking a different approach.
They are constructing a deliberate distribution model before they create content. These marketers are taking advantage of bigger platforms with more loyal readers to gain attention.
For association marketers, strategically, this means figuring out where else your members are getting their professional content and trying to broker some partnerships to be there yourself. Tactically you are determining the best opportunities for writing guest articles, conducting guest interviews and answering questions on industry forums. Are there other industry sources for media? Where else are your members learning about the profession or getting professional training? How else are industry leaders meeting to discuss the future of the industry?
Depending on the goals of your association it may not be enough to publish to the association’s website, blog and YouTube channel. Find out how your members are consuming their professional media and be there too.