The Need for Change
In the latest issue of B&T Magazine, Yoghurt Digital's content strategist Jia Yoong Lee advises associations on how to "pivot" their content strategy during the coronavirus pandemic. Tip one, determine what members need right now. Key questions to ask in this regard include: "How can we change our content to reflect our members' shifting priorities?" and "Do are members have an appetite for 'business as usual' content, or do they prefer the association focus on COVID-19 at this time?" Two, create useful content, then post it in the right place, at the right time. In this regard, the association must ask itself: "What is our attitude at this time?" and "What can our members expect from us in the weeks to come?" Finally, communicate throughout the duration of this crisis ... even if there are points where the association doesn't have much to say. "Silence is the worst response right now," Lee concludes.
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