This document summarizes key findings from research on content strategy practices among associations. It finds that while many associations produce a large amount of content, few take a strategic approach, resulting in diluted impact and difficulties with prioritization and findability. Effective content strategy connects organizational goals with user-focused content creation across departments. High-performing associations adopt a strategic, cross-functional approach, prioritizing member needs over individual departments. The research highlights that content strategy provides value when connected to goals and supported by buy-in and appropriate resources.

1. Emerging Strategies for Crea0ng and
Managing Content
Associa0on Content Strategies for a Changing World
ASAE Founda0on Research
#AMPAnnual18
Dina Lewis, CAE & Hilary Marsh

2. Today’s Agenda
● Connect content strategy to
organizational strategy and goals
● Effectively staff cross-functional teams
● Publish user-focused content to create
membership value
Share findings
from the first
phase of ASAE
Foundation
Study

3. ● Publications
● Newsletters
● Self-study guides
● Clinical guidelines
● Conference sessions
● Webinars
● Research reports
● Events
● Books
● Press releases
● News articles
Associations produce so much content!
Photo byLacie SlezakonUnsplash

4. and we have so many channels to fill!
Icons: Nucleo

5. By bgEuwDxel93-Pg at Google Cultural Institute, zoom level maximum, Public Domain, https://commons.wikimedia.org/w/index.php?curid=25498286
Content is
the way
our work is
manifested
in the world

6. Content is
how we
deliver our
strategic
goals
ISAE Strategic Plan

7. Our
content
is our
value
Photo by Maja Petric on Unsplash

8. And we
succeed
when we
publish it
so it
resonates
with
members

9. Content
strategy
is the
answer
Photo by Hello I'm Nik on Unsplash

10. Content Strategy Defined
The planning and judgment for the
creation, publication, dissemination, and governance
of useful, usable, effective content
across departments and functional areas.

11. Three faces

12. Multiple parts
● A strategic statement tying content to
business goals
● Guidelines and policies: Who, what, when,
where, why, and how of publishing content
● Defining people, roles, and processes

13. Content creator-SME partnership:
1. Have a common understanding what key audiences
want, and how their content helps deliver that.
2. Have a common understanding of the organization’s
goals and priorities, and how their content contributes
to them.
3. Create and share content in a consistent, effective
way.

14. Principles
● The organization creates content that its audiences
want
● The organization creates content that helps it meet its
goals
● Content has success metrics and is measured
against those
● Content that is no longer relevant is no longer
available

15. Old thinking
Staff
department
Content
Audience
Staff
department
Content
Audience
Staff
department
Content
Audience
Staff
department
Content
Audience

17. https://www.flickr.com/photos/climateinteractive/13944682478

19. Consequences
● Difficult to prioritize
● Diluted impact
● Content not findable
● More calls to help desk
● More time away from work
● Frustration

20. Organization: Programs, offerings
Audience
Content
Audience Audience Audience
New thinking

21. Why Quantify Association Content Strategy?
2016 Operating Ratio Report
Periodicals/Publications
• 8.82% revenue/8.11% expense
Educational Programming
• 9.96% revenue/8.17% expense
Decision to Join
Current association
members ranked dissemination
of knowledge or content among
four of the top five most
important association functions
Competition

22. Project Goals
• Identify associations that are developing and implementing
content strategies
• Articulate the positive impact of a strategic approach to
content
• Analyze challenges to content creation and dissemination
• Explore how these associations pursue content creation
and management, including how they staff and allocate
resources to their efforts

23. Research Summary: Environmental Scan
Reviewed 68 articles, reports, and conference
presentations from 2010 to 2017
● Found a focus on definition, specific tactics,
and case studies
● Myth-busting conceptions and confusion

24. Research Summary: Profile Survey
• ASAE member survey to 4,730 people –
11.4% response rate
• Anonymous survey to individuals, online
communities, and social media
• 613 total respondents

25. Research Summary: Profile Survey
Content Strategy Adoption Key
Beginner: 1 to 6 tactics Intermediate: 7 to 13 tactics Advanced: 14 to 17 tactics

26. Research Summary: Interviews
• Randomly selected 15 interviewees based
on size, scope, maturity, type
• Identified patterns in successes and
challenges
• Primary challenge: people, not process

27. “People buying in
to the philosophy
of leading with
strategy—that’s
the value-add to
your
organization...”
Connecting content strategy to organizational
goals

28. Download the electronic
version of this at
http://bit.ly/cs-assessment-tool2018
How do you
compare?

29. Cross-functional teams for the win!

30. Cross-functional teams for the win!

31. “When content strategy
starts with buy-in, it gets
prioritized, appropriate
resources are allocated,
and the effort gets spread
throughout the
organization.”
Cross-functional teams for the win!
● Staffing often seen as a
more of a challenge than
budget
● Involve all content
creators and socialize
content strategy efforts

32. “Always put your
member first. Your
board isn’t first. Your
staff isn’t first. Your
member needs are
first.”
“Communicate,
communicate,
communicate. Up, not just
down. Not one-way. You
must listen. You must
recognize the issues [your
members] are facing. Don’t
assume you understand. Or
say, “This is what you get.”
User-focused Content → Member Value
● Value of personas
● Collect and analyze data
regularly

33. Highlights and What’s Next

34. Content strategy is not limited to any type,
size, or scope of association

35. Applies to content
specifically for marketing
purposes and to drive action
A strategic marketing approach
focused on creating and
distributing…content to attract and
retain a clearly defined audience...
Content Marketing
Strategy
Applies to all content an
association produces:
programs, services, events,
standards, publications, etc.
Highlight: Content strategy does not mean
the same thing to everyone
Planning and judgement for the
creation, publication, dissemination,
and governance of useful, usable,
effective content across
departments and functional areas
Content Strategy

36. Highlight: Good things are happening in
association content strategy

37. Participate (and stay tuned)!
Take the Content Strategy Practice Survey:
http://bit.ly/fcspsurvey
Now through September 2018
● Content strategy adoption
● Content strategy stories
● Potential tools and products

38. #AMPAnnual18
Thank You!
Dina Lewis, CAE
Distilled Logic, LLC
@dinalew
dina@distilledlogic.net
Hilary Marsh
Content Company, Inc.
@hilarymarsh
hilary@contentcompany.biz