Content marketing is an important part of any association’s hard work.
It’s also something that can be done wrong or mismanaged over time, leading to many headaches or poor results. With that in mind, here’s a dive into the ASAECenter.org and Associations now archives on the content marketing front:
Better, not more: the new rules of content marketing. This article makes the case for creating better – but less – quality content citing statistics on how, despite many organizations churning out more than a dozen articles a month, many readers don’t engage. only with a handful of them. “The more we send, the more we create, the fewer individual things people can consume,” said Content Company founder Hilary Marsh. “It’s a bit like Marie Kondo’s approach to content. So when there’s too much, you can’t even absorb what there is. You cannot embed it. You can’t remember it and you certainly can’t use it.
Digital Revenue Opportunities for a Mobile Content World. This article, based on data from the ASAE Research Foundation, notes that the print content trend was on the way out, in favor of a digital or hybrid content distribution approach, as well as the fact that the resolution of digital remains a challenge. “As content goes digital, advertising is also undergoing a shift, and many organizations are still figuring out their publishing business model,” the article states. “In 2018, only 45.1% of respondents said their publishing program as a whole was profitable after expenses.”
Short or long? What a Content Marketing Expert Says About Word Count. This article takes the brains of Kim Moutsos, Vice President of Editorial Content Marketing Institute, who addresses the issue of short versus long by suggesting that if length is your goal, you may be asking the wrong question. “The point is not that you should say, ‘this has to be shorter’ or ‘this has to be long,'” Moutsos said. “It has to be convincing. And if you make it compelling, make it the length necessary to help someone do what you want them to do.
Tips for Conducting a Content Audit. Mike Steckel, Director of User Experience at Mighty Citizen, details the ins and outs of a solid content audit process, going into the technical details of the steps needed. “A content audit is content accounting and analysis,” he wrote. “The goal is to understand where your content is and what it is doing. Auditing helps you assess how your content is performing so you can edit, prioritize, or get rid of it.
The most boring content marketing tactic. This article, a summary of the concept of “link building”, explains why simply emailing someone asking for a link or a guest post won’t win you friends – and it does. what your organization should do instead. “Here’s the not-so-secret strategy that SEO experts will tell you: you need to put the work in place,” the article states. “It’s not just about offering a resource in general proximity to the needs of a website or blog; it should actually be an exact match. But that means waiting for a match to actually show up.
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