Aim to Please
It is imperative that associations think about the reader first and foremost whenever crafting content. The Content Marketing Institute offers several tips for doing just that. First and foremost, give readers what they need, not necessarily what they want. This means well-researched, insightful content contributed by the whole organization, not just the marketing team. Second, offer up "brave content." Don't be afraid to try something new or different like inviting a blogger or columnist from outside the association to provide content. Other tips range from "add facts and stats, tips and tricks, advice and guidance, insights and thoughts" to never underestimate the value of content that makes members feel good, or just helps them in some fundamental way.
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