No matter the industry or time of year, associations understand that their schedules and their content often are cyclical. This doesn’t mean the content you provide to members and prospects has to be stale or redundant, by any means. Organizations of all types and sizes should realize their communities consist of educated, passionate members—it’s an incredible source of trusted, user-generated content and opinions. Between that and the great resources you’ve already created at your association’s disposal, you have all you need to provide repurposed, relevant content in real time.
Recently, Higher Logic has been working to reinvent its own content wheel. Below are three tactics we found successful that you can put into motion right away.
Play to your strengths
Most organizations have a plethora of articles, blog posts and other resources that can prove continually useful for new members and prospects, as well as a great refresher for veteran members. But context is key, so remember to use resources that offer your members something useful and actionable in the here and now.
Higher Logic recently launched a campaign for Community Manager Appreciation Day and celebrated for the entire month of January. We knew that between our active users group (HUG) and the content we had created with partners and experts all year long, we had plenty of great community management resources to provide. We created a CMAD timeline filled with resources and advice. It’s important to take advantage of the strength and relevance of preexisting content items to remind members and prospects that you’re there to help.
And don’t forget to harness your activity that is taking place online—this may not be considered your own content, but your members’ voices are your strength! Capture as much as you can, whether in the form of positive tweets about your brand or negative tweets about a competitor, blog posts and comments about your latest products or services, or shares/likes on Facebook and other social platforms.
Ask your experts
Organizations realize that a community of educated and passionate members is an incredible source of trusted, user-generated content and opinions. Crowd-sourcing your content helps members find you, and in turn become your biggest fans. Reach out to industry experts, partners or members who can offer more in-depth knowledge and advice—even the best marketing and membership departments should rely partly on their experts to offer up the best content.
Set up a guest blog series and have your experts pick out their favorite blogs, articles or topics to discuss. Or pull together some of the association’s most popular or widely shared articles into one comprehensive eBook or interactive web page. Higher Logic garnered the expertise and wise words of community managers across the country for a leadership interview series, The Faces of Your Community. The content can be shared as individual articles, a cohesive eBook and Think Sheet or an interactive web page.
Tis your season
The holiday season doesn’t have to be the only time of year that you reach out to members and give thanks (although it’s a great time to start). The next great newsletter content or widely shared article could come from your members. Offer up your appreciation and start a conversation. This could be as simple as a “Thank You” email or blog post—which can generate an onslaught of discussions, testimonials and ideas. Take the thanks beyond the holidays and send your virtual thanks and high-fives out during Volunteer Appreciation week in April.