We’ve talked a lot about creating content offerings in digital formats to meet the demand of an increasingly younger member base, but have you considered how your members will access that content? Is it easy to find and easy to consume?
The past year has been one of consistent change for every industry. Everyone pivoted to work-from-home, and digital solutions became the new normal. But that doesn’t work for everything.
We all know that video and multimedia production can be expensive. From hiring a videographer through to the editing process, the cost for a simple 3-minute video is something many would balk at. However, with the right strategy and planning in place you can turn that cost into profit.
More than any other group, associations have captured audiences with specific needs and access to a wealth of information. That said, resources are often tight, and you need to make the most of each content source. Additionally, your audience members consume content differently - some listen to podcasts, others prefer articles or infographics, and many enjoy videos.
One strategic opportunity to extend and diversify your content is through atomization.
Hopefully, I’m not just speaking for myself when I say, a large portion of our lives is spent trying to organize the unorganized (that’s some deep stuff right there). Disorganization leads to stress, rushing, and ultimately, results in a poor quality final product. But enough with the life coaching, how does this pertain to YOU? Well, I’m glad you asked!
Friendly millennial here again, this time with a question that you should be able to answer - especially if you want to keep me as a member - Why am I a member? Or, from my point of view, what’s in it for me? Knowing the answer to this question will help you recruit and retain young members like myself.
Social media is a valuable tool but should be used delicately. Think screwdriver, not sledgehammer. We’re connecting things, not smashing them to bits. (Though if you see what I see online, you may sometimes be tempted to smash.)
Do you know what the biggest difference is between boomers and their younger counterparts? How they access information.
No matter which generation people belong to, chances are when starting their career, they seek out professional development, statistics, and information for their chosen industry. Individuals also seek to develop a network of peers and mentors who can provide guidance.
In today’s fast-paced world, you need to be able to communicate quickly and effectively with your members, especially if they are looking for support on current events. You may think that you are already capable of doing this, and you are correct. Communicating out to members through your magazine, newsletter, phone, email, events, and even social media are all great. However, consumption trends have changed, and associations need to be conscious about how all communications are connected, where your members want to consume and what each medium offers your association.
I’m judging you - and so are your members
First impressions matter. So much so that there have been numerous studies done on their importance. If you don't make a good first impression, how can you expect to build a relationship? This same principle applies to the content we consume daily.