Social Media Roundup: How Content Marketing Spurs Member Growth
Spotted: Membership strategy and content marketing rolling with the same crowd. Plus: How to launch a website that beefs up engagement.
Strategy starts with loyalty—tied into content marketing. Tailored content allows associations direct communication with both prospective clients and long-term members.
The details, and more, in today’s Social Media Roundup.
In Content We Trust
Content marketing, huh? It’s tailored content that informs and engages users—with the ultimate goal of racking up membership subscriptions. Think newsletters, blog posts, news articles, video and direct emails. As UK firm Silverbear, in its article “The Importance of Creating Content to Foster Membership Loyalty,” says: “… [F]antastic content that keeps them interested . ..help[s] keep your organisation ahead of the competition, whilst also seeing your member base grow organically.” No members are alike, so vary your methods—from a batch of emails to stack of print newsletters. Get personal and be consistent, the article suggests. That monthly update may be just the button that turns a prospect into your newest, official member. (ht @SilverbearLtd)
Modern community: Decking out your association’s site with a few cool features isn’t going to cut it. Successful online communities require thorough planning, writes Sean Bordner, a contributor to the business-software site Capterra. Among the things Bordner says you should be thinking about: Who is your audience? What’s in it for them, and what’s in it for you? How can you best approach content? And what if someone criticizes your association on the site? (Rude, but it happens.) Prepare in advance how to best respond to those unwanted what-ifs. And, of course, don’t forget to stop by! “A good host is always present,” Bordner says. Lead the force, be the face of your online community, and mobilize support. Success is all just a few clicks away. (ht @CapterraMemMgmt)
What links are you sharing today? Let us know in the comments below.