Making the most of your content investments
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The document discusses the importance of effective content strategy within associations, advocating for diverse content creation that meets the needs of various audiences. It emphasizes planning for content delivery and governance to maximize value and resource utilization. Additionally, it provides insights on assessing content investment costs and potential reach to enhance member satisfaction.
Making the most of your content investments
- 1. Making the Most of Your Content Investments
- 2. What is content? • Committee report • Association initiative • Advocacy call for action • Code of Ethics • Original research • Clinical practice guideline • Position statement • Industry trend analysis • Thought leadership • Job posting • Scholarship announcement • Etc., etc., etc.
- 3. Content is the way our work is manifested online
- 4. Content takes different forms • Magazine article • Talking points • Research report • Course • Webinar • Conference session • Press release • Newsletter
- 5. …and formats/media • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
- 6. Associations are content machines Photo by Isis França on Unsplash
- 7. Content is how we deliver value to members Photo: https://www.asaecenter.org/resource
- 8. If your association creates content of only one type for one audience in one instance You are wasting resources
- 9. If your association creates content of only one type for one audience in one instance You are missing opportunities to show your value
- 10. What is content strategy? The right content To the right person At the right time For the right action
- 11. Put another way…. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable, effective content.
- 12. Three faces
- 13. 12 We often create content in sil
- 14. Department Content type, format & channel Audience Department Department Department Old thinking Content type, format & channel Audience Content type, format & channel Audience Content type, format & channel Audience
- 15. For the most part, our organization structures mirror our content types
- 16. Courses Content type, format & channel Members who want to take courses Magazine Press releases Advocacy info Old thinking Content type, format & channel Members who want to read a magazine Content type, format & channel Members who want to know what we tell the media Content type, format & channel Members who want to know what we are advocating for
- 17. Different views of the audience https://commons.wikimedia.org/wiki/File :Blind_men_and_elephant.png
- 18. “Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web
- 19. Organization: Programs, offerings Audience Content, formats & channels Audience Audience Audience New thinking
- 20. Goals Content Formats Channels why what how where How content happens
- 21. Goals Content Formats Channels why what how where Example: Code of Ethics
- 22. Code of Ethics • Ensure that members are ethical • Increase the reputation of the profession • Help members avoid problems Goals Content Formats Channels
- 23. Code of Ethics • Formalize ethical behavior into a code: Principles of ethical behavior • Rewards for following, penalties for not following Goals Content Formats Channels
- 24. Code of Ethics • Brochure • Detailed Code of Ethics • Course • Poster • Test • Video series Goals Content Formats Channels • Book • Webinar • Success story • Press release • Presentation
- 25. Code of Ethics • Magazine • Website home page • Association “university” • Conference • E-newsletter • Social media Goals Content Formats Channels
- 26. Code of Ethics • Ensure that members are ethical • Formalize ethical behavior into a code • Principles of ethical behavior • Rewards for following, penalties for not following • Detailed Code of Ethics • Course • Poster • Test • Success story • Webinar • Book • Video series • Website home page • Conference • E-newsletter • Social media • Partner website • Association “university” Goals Content Formats Channels these are the same for all content formats and types
- 27. code of ethics Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/conference session
- 28. Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/conference session code of ethics
- 29. <topic> Body of knowledge Brochure Book Course Webinar Poster Test Success story Press release Presentation/conference session Your turn!
- 30. • Choose a topic that you’ve recently created a course for • Work backwards Time to go to the handout! Your turn
- 31. How much are you investing? Photo by Sharon McCutcheon on Unsplash
- 32. How to assess your investment • Cost to create • Reach • Lifespan
- 33. How much are you investing? One page of web content: about $2,000 • $560/day for each person (writer, manager, IT support, analytics, etc.) based on $75,000/year salary + benefits • Average time of 3.5 days to plan, research, write, review, and publish, assuming more time to create and less time to maintain
- 34. Conference session Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Venue costs: space, A/V, wi-fi, video Food and beverage Marketing/promotion costs Total cost $
- 35. Course Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Tech costs: A/V, video, streaming host Marketing/promotion costs Total cost $
- 36. Webinar Cost Content creation Staff time to manage committee in developing a vision and themes, find and engage a speaker: XX hours at XX/hour Speaker cost Tech costs: A/V, video, streaming host Marketing/promotion costs Total cost $
- 37. How much are you investing? • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release
- 38. Reach and lifespan • Web content • Course • Webinar • Conference session • Body of knowledge • Brochure • Book • Poster • Test • Success story • Press release