How to Differentiate with Content
Associations Now columnist Eric Goodstadt chronicles three content marketing ideas that will "help you stay ahead of the association pack" in 2020 and beyond. The first is personalization, or creating "goldilocks content." A recent Statista study shows that 90 percent of people say content personalized to them is appealing. However, only 18 percent of associations personalize content for their members, states Nimble AMS. Instead, many use "type of membership" as the primary targeting data. That's a big missed opportunity. The second content marketing idea for the new decade is to make better use of multimedia. To this end, some associations will favor such mediums as short videos and podcasts over the written word. Finally, be sure to develop a consistent perspective for your association's content program. Today's members seek their association's guidance on the issues affecting them. "They want to know what side of the road their association suggests they should be on and why," Goodstadt concludes.
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