The Long-Term Value of Content
When people hear “content” or “content strategy,” the concept can get lost in an abstract web, given its vast and often complex implications. For associations, content strategy might not get the attention and funding it deserves because boards and members are not thinking in terms of the long-term benefits and potential revenue.
For those reasons, it is important to educate association teams on the value of a comprehensive content strategy and its worthiness of space in the annual budget. Here’s a look at some of the long-term benefits of enriching content across multiple channels.
Content as a Bridge
First and foremost, content is a connector. It connects people to one another and to information. What better way to boost member engagement than by procuring articles, videos, podcasts and other components that stimulate excitement surrounding association initiatives? Presenting content to members for consumption across myriad mediums is a surefire way to maintain their interest in the work the organization is doing, which can result in an increase in membership renewal rates and help members take their careers to the next level.
Content as a Point of Authority
Developing and executing a smart content strategy can elevate an association’s position as a knowledge authority for the field it represents. Online content hubs and publications serve as go-to resources for industry professionals. These resources are often positioned as a members-only benefit; therefore, if those in the industry think that joining the association will give them access to top-of-the-line, exclusive information and insights, the investment in content up front will pay for itself in membership bumps.
Content as a Service
The cornerstone of any associations is service. An association’s primary responsibility is to serve its members, who will then go on to better serve their respective industries. The model is cyclical. Content is a great example of a service associations can provide to their members to keep them informed as they progress along their career paths. Through rich content, associations can pay it forward and help members become industry experts.
Content does not have to live in abstraction. Helping associations understand the positive upshot of developing an expansive content strategy will undeniably benefit members and the industry as a whole. Don’t let the dollars stop excellent service.
Lauren Liacouras is a content coordinator for SmithBucklin.
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.