How to Make Content Hit Home
Association marketing departments need a content strategy that not only aligns with the organization's mission, but also engages the membership, asserts Associations Now. Mandy Moody, communications manager at the Association of Certified Fraud Examiners (ACFE), urges associations to measure their data to "know who [is] engaging with the content." ACFE, for example, looked at whether people interacted with its content by leaving comments or sharing it. ACFE found a good rhythm with Twitter chats through experimenting and measuring results. At the same time, the organization ended up axing an Ask the Expert feature in an online forum because members were not engaging. Finally, Moody is a firm believer in associations repurposing content. Doing so has enabled ACFE to share its volumes of content on multiple communications channels, reaching members and potential members via different avenues.
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