Content is even more meaningful for associations because the general value prop for most organizations comes down to the 3 Cs: communications, communities, and most importantly, content.
From this perspective, content becomes the fuel for the entire operational engine, from marketing to sales to programming.
Every association website has a public section and a members-only section.
The public section of the site is essentially a marketing tool. It exists so that passers-by can get a flavor of what the association has to offer, and hopefully it will tempt people into taking a closer look.
A recent report conducted by Columbia University’s Tow Center for Digital Journalism shared insights from organizations aiming to grow by converting readers into members. While news organizations have long led the charge for creating waves with clickable headlines and newsworthy stories, what’s changed is their source of revenue through membership. So, now we are taking successful initiatives from journalists and applying them to associations.
Occupying a rustic city block in the promising Norfolk, Virginia area is a sprawling 35,000 square foot warehouse where O’Connor Brewing Company produces the number one six-pack sold in Virginia. There we meet Kevin and Penny O’Connor, the two founders: one a visionary and the other the marketing mastermind. Next to them sit their right- and left-hand men, Hannah Serrano, and a young and talented graphic designer (whose name escapes me, but art doesn’t).
All this talk about attracting millennials and yet we are missing the giant not-so-subtle-anymore elephant in the room - women. We’ve seen the Women’s March take place for the second straight year, chances are you or someone you know used the hashtag “#MeToo” in solidarity, and we’re all noticing the black attire in the room at celebrity and political events. While we’re not here to get political, we are going to touch on how organizations serving their members can better attract the female professional to grow and compete with emerging trends.