Relevant content is one of the keys to nearly every type of marketing program imaginable. This has been true almost as long as marketing has been around as a concept. This is especially true when one is participating in association marketing plans, as members need relevant content to create a level of growth that can be sustained on a long term basis. One of the most important factors that you need to keep in mind is not when you will deliver relevant content to your association members, but how.
To understand how important relevant content is to association marketing, it’s equally important to understand association marketing as a whole. Also commonly referred to as association publishing, it is your job to continue to engage members and provide them with valuable relevant information on a regular basis. For the success of the association as a whole, long-lasting relationships must be formed through this type of content distribution.
Delivering relevant content means in part getting to know each association member on an individual basis. No two businesses are created equally, so the type of content that is relevant to one organization may be completely off base with another. Only by establishing that type of personal relationship with your members will you not only know what types of content they’re looking for, but the appropriate channels through which to deliver it to them on a regular basis for the foreseeable future.
One of the most important ways that association members need relevant content is through social media. Sites like Facebook, Twitter, Instagram and more are among the most popular sites on the Internet. Collectively they are visited by hundreds of millions of people all over the world on a daily basis. They represent new and interesting channels that can be utilized to more effectively connect a business with its customers, so it only makes sense that they can be a delivery mechanism for relevant content to association members as well.
Delivering relevant content to association members doesn’t have to just be limited to the world of social media, however. While it is a tool that can be effectively utilized, it is but one of many in the content marketer’s proverbial arsenal. Engaging members with compelling and relevant content is something that you can do through books, custom magazines, specialized services, events like conferences and more.
Technology is continuing to evolve in new and interesting ways on a daily basis. Many people look at this as a disadvantage – technological advancements are constantly forcing marketers of all types of re-think the ways they do their jobs on a daily basis. Other people look at it as a benefit – these advancements are presenting new and interesting ways to deliver relevant content to association members on a regular basis. So long as you know how to utilize these techniques to the best of your ability, everyone will benefit equally in the long term.