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Association Media & Publishing / By Cecilia Aleman
In an age of mass communication, many organizations are constantly searching for the best ways to engage with their members. Today, associations have multiple content resources to choose from including websites, social media, blogs, magazines, e-newsletters, podcasts — and the list goes on.
But how do associations ensure that the right content is getting into their members' hands and resonating with them?
At AM&P's February Lunch & Learn session, Katie Mason, principal of Team of Creatives, LLC, and Diane Rusignola, deputy editor of the Association of Convenience & Fuel Retailing, broke down the pieces needed to create a content strategy that works.
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| | ASSOCIATION MEDIA & PUBLISHING ANNOUNCEMENTS |
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Amp it Up!
Save the dates for the AM&P 2017 Annual Meeting, being held June 26 – 28 at the DoubleTree Crystal City, Arlington, Virginia. The meeting will include workshops, super sessions, concurrent sessions and more. Registration opens soon, so watch your inbox for our registration announcement.
Keynote Speaker:
DJ Stout - Pentagram Design
Recipient of numerous awards, DJ Stout specializes in publication design, magazine redesign, books and editorial consultation. His design work is represented in prestigious collections including the Cooper Hewitt, Smithsonian Design Museum and the Library of Congress.
EXCEL Awards Gala
Find out who produced the association publishing industry's best work in 2016!
Stay Where the Action Is
Special room rate for attendees. Visit amp17.org for details.
Exhibits & Sponsorship
Unique, custom-designed sponsorships and limited exhibit space are available. Contact Carla Kalogeridis, carlak@arion-media.com or 313-884-0988 to explore the options.
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According to 600+ AMS reviews, only 49% of association executives are satisfied with their current Association Management Software.
Grab this free eBook full of tips to save your organization the time and money it costs to switch.
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March Lunch & Learn
Kickstarting Native Content: Selling, Staffing and Delivery
Speakers: Krystle Kopacz, Revmade and Andrew Hanelly, Revmade
Friday, March 24 (rescheduled from March 14 due to weather)
12-2 PM
Society for Human Resource Management |
Alexandria, VA 22314
As the marketing landscape evolves, publishers have a significant opportunity to capture marketers' focus on brand content. But developing a native content capability is more than just hiring a freelance writer. In this presentation, Revmade details how association publishers can diversify their revenue through native content, offering tangible steps for nascent native operations to get started and existing native operations to scale.
Krystle Kopacz, CEO, created Revmade after 10 years in the media business. For six years prior she led Atlantic Media's B2B digital transformation efforts, which have become known as best-in-business examples of how to achieve success in digital, lead generation and native content revenue generation.
Andrew Hanelly, Partner and Creative Director, Revmade, spent the past decade helping build brands and businesses through digital strategy both on the agency and publisher side. He has developed and executed marketing and growth strategies for Fortune 500 brands, publishing and broadcast companies, associations, non-profits and small businesses.
$10 — AM&P member
$25 — Guest/Non-member employee of member organization
$50 — Non-member (Join today and take advantage of AM&P's member benefits)
Register today!
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Save the Dates for Upcoming Lunch & Learn Events
April 25
Common Website Mistakes and How to Avoid Them
12 PM - 2 PM
Quad/Graphics
99 Canal Center Plaza #300
Alexandria, VA
Register Today
May 31
Communications Audits - Why Every Organization Needs a Course Correction
12 PM - 2 PM
American Nurses Association
8515 Georgia Ave, #400
Silver Spring, MD
Register Today
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April Breakfast Education Series
Print vs. Digital: Have You Found The Right Balance?
Moderator: Michael Winkleman, Presenters: James G. Elliott, Paul Tarricone
Friday, April 7
8:30 AM - 10 AM
Kellen |
355 Lexington Avenue, 15th Floor |
New York, NY 10017
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Michael
Winkleman |
James G. Elliott |
Paul Tarricone |
Whether you're on the side of "Print is dead!" or "Print lives on!" all association publishing execs must strike the right balance for their audiences and their organization. Have you cut back on print to reduce production costs? Have you been focusing your limited resources on digital properties? Have your members been demanding print editions while your advertisers have been moving to digital? Have you been searching for ways that each medium can play to its respective strengths? How have these changes impacted your operations — and your future plans? Join us as an association editor and a publisher's representative explore these questions and more.
$10 — AM&P member
$25 — Guest/Non-member employee of member organization
$50 — Non-member (Join today and take advantage of AM&P's member benefits)
Register Today
Registration closes on April 4
Sponsored by
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Association Media & Publishing
The inaugural episode of AssociationNation jumped right into the heart of an important question for associations: "When information moves at the speed of tweets and the news cycle spins swiftly, are you ready to tap into timely conversations?"
Jaime Andriopoulos, vice president of client strategy for Imagination and the host of AssociationNation, introduced listeners to the new podcast from Association Media & Publishing and Imagination with a look at some of the successes and challenges of association publishing professionals who are in the thick of rapid response media.
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| | AM&P UPCOMING PROGRAMS & EVENTS |
| | THIS WEEK'S ONE-QUESTION SURVEY |
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Association Media & Publishing wants to know...
At AM&P's February Lunch & Learn session, (if you missed it, read the recap above) presenters discussed 7 elements needed to have a successful content strategy. How many of those elements does your team have in place?
- One
- Two
- Three
- Four
- Five
- Six
- Seven
Click here to give Association Media & Publishing your answer.
Respond today — survey results revealed in next week's Sidebar.
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'Native Content' Results
In the March 9 issue of Sidebar, we asked, "March's Lunch & Learn speakers will be discussing native content advertising strategies. How does your association feel about native content?"
Here's how our readers responded:
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The Conversation via Phys.org
The tech revolution is coming to advertising. Chatbots are replacing humans, data threatens our privacy, and the blockchain is linking it all together. In our series on tech and advertising, we're taking a look at how the industry is being reshaped.
The challenge facing advertisers and advertising professionals is remaining relevant in the face of a fundamental technological change. Namely, algorithms and big data.
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Adweek
Every year, it seems that marketing get more and complex, with many more intricate moving parts to consider when launching or maintaining campaigns. With diversified tools, it's necessary to focus spending on the strategies that will be most effective. The 2017 "State of Performance Marketing" report from AdRoll offers guidance on newer techniques on which to focus.
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Co.Design
These days many designers can code — an increasingly important skill for landing a job. But few are just as fluent in their own language as they are in Javascript. That presents a serious problem in terms of design. Users still depend on copy to interact with apps and other products. If designers don't know how to write well, the final product — be it a physical or digital one — can suffer as a result.
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Business 2 Community
Your logo is your company's calling card and the foundation of your brand's identity. Every new business owner wants a logo that is not only aesthetically appealing, but also unique to your brand's mission and instantly recognizable. Hitting all of these targets, however, can require some delicate balancing. To add even more pressure, it's also imperative to get the logo right as early on in your brand's lifespan as possible. Sure you can make subtle updates along the way, but constantly overhauling your logo can be problematic, because it's confusing and distancing for audiences. Starting the design process with these variables in mind will save you from potential setbacks when your logo is ready to be implemented across your site and marketing campaigns.
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Forbes
It is surely no surprise that modern technology is a key to removing the guesswork and unlocking better digital marketing performance. There are two areas in which this particularly applies: identifying the correct marketing personas and their relevant characteristics for personalization, thus removing planning guesswork, and creating audiences directly from the personas, thus removing audience selection guesswork.
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Small Business Trends
Chances are, your business uses some kind of content marketing already. But there's also a pretty good chance that other businesses in your niche use content marketing as well. So in order for your content to be effective, it needs to stand out in some way. You can learn a lot about creating standout content and upgrading your other marketing efforts from members of our small business communities. Some of their top tips are included below.
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Smooth the Path
Ask engaged members when they realized the value of the association and many could tell you the exact moment. They can quickly recall a single event or moment when it was clear to them they made the right decision in joining. The moment new members understand the value of the association is the association’s value trigger point.
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Marketing General Inc.
When you have important decisions to make, you need to understand your data — and data visualization is one of the best tools in your arsenal. Data visualization is the presentation of data in a pictorial or graphical format. A data dashboard is an information management tool used to track KPIs, metrics and other key data points. Using data visualizations, data dashboards can simplify complex data sets to provide users with smaller pieces of real-time information that can be used to make data-driven decisions without getting lost or overloaded.
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Forbes
In 2015, branded content output climbed 35 percent per channel, but content engagement decreased by 17 percent. What does that say? More content doesn't mean more engagement. You can make all the content you want, but if your audience isn't connecting, it won't help your cause. Successful content marketing is about attracting people to your brand through content — be it educational, inspirational or entertaining — with the goal of turning them into customers over time.
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By Wendy Parsley
 I have walked countless trade show floors covered in the standard blue, red, black and even gray carpeting. In many cases, this carpeting extends into the exhibit booths in one of the chosen "show organizer approved" colors. Exhibit booth flooring is often referred to as the fifth wall and, surprisingly, it is often overlooked. The floor of your exhibit offers you another opportunity to showcase your brand message and aesthetic to the show attendees.
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Talking New Media
An in-depth study analyzing digital transformation in the publishing industry and found that 25 percent of publishers see themselves as "lagging" versus the rest of the industry in their current transformation efforts, while only 25 percent feel they are "leading." Overall, the study found that digital transformation in publishing is being driven by consumer demand (41 percent) and the desire for new revenue streams (26 percent) and new products (22 percent).
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The Media Online
Today's online readers want engagement, personalization and specialized content that can't be found anywhere else. The task of developing new and effective digital plans of action may seem like a daunting task, but here are six digital strategies for newspapers to consider employing this year.
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