November 18, 2017
    Driving member engagement through content

    No matter how you decide to approach it, content strategies are resource intensive and notoriously difficult to measure. So how can you be sure you are getting the best return on your investment? Here are some tips to help you drive member engagement and get the most from your investment:

    Get stakeholder buy-in. Content strategies are resource-intensive and require commitment from across the organization, so getting stakeholder buy-in is essential for an effective operation. The leadership of your organization needs to understand that a content strategy is much more than a monthly newsletter. Also remember that while you want to appease your Board, they are not your target audience. Educate internally, but balance that with creating content that speaks to your audience.

    Big budgets aren’t everything. If you don’t have a big budget – get creative. One of the biggest advantages non-profits have is the ability to form partnerships. Use them to create advocates in your communities and let them get your message out there.

    Create once and use again. Good content can, and should, be repurposed across your channels. While nobody wants to read the exact same post twice, being resourceful and modifying your message with the platform and audience in mind will ensure your original investment goes a lot further.

    Amplify your message through paid media. While repurposing content will help take the pressure off sourcing enough quality content, you can significantly expand your reach through paid executions. Whether the goal is to increase brand awareness, drive traffic to your site or establish your status as a thought leader, start by defining a clear objective and target audience. Highly targeted paid content will yield an exponentially larger number of shares and increase ROI.

    Develop a content toolkit. Content toolkits can help ensure your message remains consistent across all your channels. Your toolkit should include information on your key audiences, tone of voice and publishing guides. Make yours even more useful for staff by including practical advice on how to a take a great photo, good questions to ask in an interview and more. These toolkits are especially helpful when working with committee volunteers.

    Reevaluate your distribution platforms. Understand your audience, their habits and how they want to consume content. Are visitors spending less and less time on your site? Is no one engaging with your Facebook posts anymore? Small teams can maximize their impact by investing in the platforms their audiences are on and respond to. Pinterest and Instagram are great for sharing photos, but not if your audience doesn’t use them. Remember, email marketing is still one of the most effective channels to boost blog readership and traffic to your site.

    A content strategy will not only help you reach more people, but will also let you tell your organization’s story in a more compelling way. By earning your audience’s trust, you should continue to see your community grow.

    You can read more about how associations are using social media and paid amplification to maximize their content strategies by downloading the 2015 Kellen Social Media Impact Study, available at

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