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Content Marketing Workshop
for Associations & Nonprofits


                         Steve Drake
              AMR Management Services
                 @stevedrake • #cmworld
                                 #cmworld
Today’s Agenda
• Welcome
• Overview of Associations, Nonprofits &
  Content Marketing
• Real World Content Marketing: What’s
  Working & Not Working
• Work Teams focused on implementation
• Discussion & Wrapup



                                           #cmworld
2010-2012: Guiding Lights




 2011    2012    2011   2011   2010




                                #cmworld
Race for Relevance

          Realities                  Action
1.   Time                 1.   Board Size &
                               Competence
2.   Value Expectation
                          2.   Staff Empowered
3.   Consolidation-
     Specialization       3.   Technology
                               Integration/Plan
4.   Generational
     Differences          4.   Fewer Committees
5.   Competition          5.   Relevance to
                               Members, Targeted
6.   Technology
                               Markets


                                             #cmworld
EOMAWKI

          1. Economy-Recession

          2. Generational

          3. Technology




                            #cmworld
Maximum Engagement




• Engage & move from FREE to FEE
• Content can make it happen

                                   #cmworld
Managing Content Marketing

      • To engage your members/donors,
        become a publishing powerhouse
      • Tell your stories
      • From Push to Pull
      • Identify your key personas
      • Nurture & feed your subscribers




                                     #cmworld
New Rules of Marketing & PR
       •   Old rules obsolete in online world
       •   Real time now required
       •   Speed wins
       •   Plan for NOW, react NOW




                                          #cmworld
Commonalities for NPs, Associations
Technology

 Ge n e r a t i o n s
Economic Impacts
             Professional Staff
Governance
             Business Models

                                  #cmworld
Association Content Vehicles
• Printed magazine or        •   vlog (video blog)
  journal                    •   Tweet
• Printed newsletter         •   Webinar
• e-newsletter               •   Podcast
• Tip of the Week            •   Direct mail flier
• Blast email                •   Facebook post
• Weekly (or daily) blog     •   LinkedIn update
• Website                    •   YouTube video
• Speech or outline posted   •   Flickr file of photos
  on SlideShare.net          •   Pinterest
                             •   Other

                                                         #cmworld

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Content Marketing for Associations & Nonprofits: An Overview

  • 1. Content Marketing Workshop for Associations & Nonprofits Steve Drake AMR Management Services @stevedrake • #cmworld #cmworld
  • 2. Today’s Agenda • Welcome • Overview of Associations, Nonprofits & Content Marketing • Real World Content Marketing: What’s Working & Not Working • Work Teams focused on implementation • Discussion & Wrapup #cmworld
  • 3. 2010-2012: Guiding Lights 2011 2012 2011 2011 2010 #cmworld
  • 4. Race for Relevance Realities Action 1. Time 1. Board Size & Competence 2. Value Expectation 2. Staff Empowered 3. Consolidation- Specialization 3. Technology Integration/Plan 4. Generational Differences 4. Fewer Committees 5. Competition 5. Relevance to Members, Targeted 6. Technology Markets #cmworld
  • 5. EOMAWKI 1. Economy-Recession 2. Generational 3. Technology #cmworld
  • 6. Maximum Engagement • Engage & move from FREE to FEE • Content can make it happen #cmworld
  • 7. Managing Content Marketing • To engage your members/donors, become a publishing powerhouse • Tell your stories • From Push to Pull • Identify your key personas • Nurture & feed your subscribers #cmworld
  • 8. New Rules of Marketing & PR • Old rules obsolete in online world • Real time now required • Speed wins • Plan for NOW, react NOW #cmworld
  • 9. Commonalities for NPs, Associations Technology Ge n e r a t i o n s Economic Impacts Professional Staff Governance Business Models #cmworld
  • 10. Association Content Vehicles • Printed magazine or • vlog (video blog) journal • Tweet • Printed newsletter • Webinar • e-newsletter • Podcast • Tip of the Week • Direct mail flier • Blast email • Facebook post • Weekly (or daily) blog • LinkedIn update • Website • YouTube video • Speech or outline posted • Flickr file of photos on SlideShare.net • Pinterest • Other #cmworld