Make Your Content Your Own

by Jason Meyers

The prospect of creating and distributing original content can be daunting for any organization, especially one facing budget and resource constraints. But enhancing and showcasing the subject matter expertise of members typically is among an association’s top priorities, and cookie-cutter content that’s readily available from other outlets accomplishes neither.

That doesn’t mean an organization shouldn’t include links to breaking news and other relevant third-party information among the content it distributes—it’s simply important when curating content to add unique insight that provides specific context and value for your audience.

Here are some benefits to upping the level of differentiation in the content you deliver, even when the content didn’t originate with your organization:

1. Demonstrating unique value. Members and prospective members look to your organization for leadership and expertise. They’re looking for a layer of enhancement, not just industry news links they likely have seen already. Use the opportunity to showcase your organization’s authority: Ask a member to provide a few sentences of insight, or have your staff or content partner provide analysis that’s specific to the industry of your audience. Small but important steps like those will go a long way in making your curated content more distinctive. 
    
2. Highlighting related resources. If an association lends its name to a newsletter containing links to headlines that are readily available and not unique, the audience has nowhere to go but to the sources of the original content. Providing context and a unique spin also gives readers reasons to link back to your organization’s website, where they can dive into all the other related content and resources you provide about their profession. Give them a reason to visit, and you increase the likelihood that they will stick around and further engage.
    
3. Boosting sponsorship value. A newsletter that simply contains links to headlines and industry news sources doesn’t provide unique value to sponsors. Sponsors value your organization’s respected industry position and the commitment and loyalty of your members, and they want to align their brand with yours. Differentiating the content you create and curate with unique analysis and relevant context also differentiates the sponsor.

Putting a unique spin on existing content can go a long way in making both the content and your organization stand out, and help to accomplish the mission of enriching the level of knowledge of your audience.

 

SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.