As an association marketer, you have a lot of competition for your members’ and prospective members’ attention. So, how can you break through the noise to promote your association’s career center and other member programs and benefits?
The foundation for effective marketing today is content. Your association likely already produces papers, studies, surveys, guides, and other information-rich material – all valuable member benefits. But for marketing purposes, it’s important to remember that we all have short attention spans. The key to reaching your audience is to create attention-grabbing content.
Promoting content to your members and prospects is about getting your audiences’ attention quickly. It’s about giving them information in bite-sized, engaging, and interactive pieces, that they can consume quickly and conveniently.
Here are four ways to deliver content that will help you break through the clutter and reach your audiences:
There’s little question as to why you should be using video in your marketing. Just consider these statistics:
- One-third of all online activity is spent watching a video.
- Fifty percent of video views are happening on mobile devices.
- Eighty-seven percent of video marketers say that video has increased traffic to their website.
You might think you don’t have enough content to create videos. But, you can repurpose content from conferences, webinars, and other resources for video content relatively easily. Just be sure to:
- Keep it simple – Don’t try to get too fancy with your first few videos.
- Don’t re-create the wheel – Think of the resources and content you already have and how you can use them as a starting point for your video.
- Remember your goal – Your video should be a teaser, meant to drive the viewer to a longer piece of content. Be sure to keep that in mind as you produce your video.
Infographics allow you to provide readers with small bits of information combined with corresponding graphics to help the reader take in information faster and remember it longer. Here are some approaches for creating infographics that work:
- Identify viral topics – To ensure your infographic takes off, focus it on a hot topic in your industry. With this approach, you can gain the attention of your target audience and others in your industry who are already writing about the topic.
- Lay out a marketing plan – Determine how you plan to optimize the page or post that promotes your infographic. Take it a step further by building a robust marketing plan that uses multiple channels including social media, email marketing, and even paid ads to get your infographic in front of as many eyes as possible.
- Get creative – Create a concept that will stand out. In what new ways can you visualize the data? What symbols or graphics will catch readers’ attention? Can you incorporate humor into your infographic? What’s something others in your industry haven’t done before?
Digital content is another great way to get your audience to take notice. For example, digital flipbooks are user-friendly, interactive, and can be integrated with Google Analytics so you can measure performance and improve content. You can also add a diverse range of multimedia files into a flipbook, which can bring the flipbook to life. In addition to flipbooks, contests, quizzes, polls, surveys, and games can all “wow” your audiences and prompt interaction.
Email marketing is still one of the most effective communications channels available for marketers. Just be sure your email marketing uses modern approaches, including:
- Making content easy to read and navigate on a mobile device
- Offering entertaining and engaging elements, such as interactive and animated images
- Including content personalized to members’ interests, career stages, and past interactions with your organization
The Association’s Guide to Marketing in 2020