Archive for the 'Content Curation' Category

28
Jan
14

On target and in the money

11272851-concept-success-red-dart-hitting-a-target-vector-signNow that you’ve settled into 2014 (maybe? sort of?), you’re probably planning an exciting lineup of events.

Maybe your goal is to attract as many participants, from as many demographics, as possible. After all, hundreds of attendees translate into thousands of dollars, and everyone loves a strong revenue stream. Right?

Not necessarily, according to Jeff Hurt, executive vice president, education and engagement, for Velvet Chainsaw Consulting.

“When you create education sessions for everyone about everything, you can’t go deep into the issues and challenges that your audience craves,” he said. “You miss the opportunity to create programming that participants feel was prepared just for them, and ultimately, your conference programming becomes generic. It’s vague and feels like wet, soft, mushy Melba toast.”

So instead, take a lesson from successful marketers. The golden rule of marketing is to identify your target audiences, which are the groups of people who are most interested in your product or services. They’re also the most engaged in your messaging and marketing efforts.

A good example: education tracks. Segmenting sessions into audiences – administrators, planners and vendors, for instance – allows you to cater to specific needs. So when another need arises, these grateful participants may turn to you for business, membership and additional educational opportunities.

At the same time, it’s a good idea to keep vendors’ interests in mind.

Hurt said some associations with significant tradeshows make 60 to 70 percent of their revenue from exhibit booth sales, while another 10 to 20 percent of revenue comes from sponsorships and advertising. According to Hurt, usually exhibitors want: qualified leads; face-to-face time with purchasers, decision makers and budget officers; and the opportunity to bond with current clients.

Jeff Hurt

Jeff Hurt, executive vice president, education and engagement, for Velvet Chainsaw Consulting. Photo courtesy of Jeff Hurt.

“If you see your conference audience as a homogenous, faceless clump of people, you’ll have a hard time selling them as the right audience for your exhibitors and sponsors,” he said. “Instead, think of them as a long line of individuals waiting to have a conversation with you. Do you want to talk to every one of them? Or do you want to seek out the individuals who have the authority and responsibility to purchase products and services for their organizations?”

In short, target audiences at conferences and expos should comprise those groups that are most important to your exhibitors and sponsors. Once you determine those audiences, focus on their needs when developing educational content and choosing speakers.

In other words: You’ll generate the most revenue when you determine which customers will have the greatest impact on your exhibitors and sponsors.

A little market research will go a long way when planning your conferences and events, so for starters, pick up a good marketing book to learn more about target audiences.

Make sense? How do you meet the needs of your target audiences?

13
Dec
12

Transforming your community into a collaborative learning environment

On Dec. 4, I had the pleasure of presenting a breakout session on collaborative learning environments during the 2012 Higher Logic Super Forum. Early in the presentation, we discussed the expanding role of content curation and how it can serve as a valuable tool for associations who wish to make meaning of the sometimes excessive information, content and messaging they share with members.

Simply put, content curation comprises three elements:

  • Sorting through vast amounts of content.
  • Organizing it around a specific theme.
  • Presenting it in a meaningful way.

And it’s valuable because:

  • We live in an era of content abundance.
  • Content curation offers high value.
  • Content curation maximizes resources and builds community.

Simply consider the more formal education programs your association offers each year. This likely includes face-to-face programs, digital learning, other meetings and events, and any certification, accreditation or licensure programs. Now multiply each of these programs by three marketing touch points and it’s more messaging than the average association member can reasonably absorb.

And we’ve not yet even considered the informal learning opportunities generated within our industry’s peer networks. So, it quickly becomes evident that a simple content curation strategy could easily help qualify some of this information, further promoting the organization as a valuable resource and content expert. Content treasurers may take many forms. Following is a partial list:

  • Guest bloggers/journalists
  • Slide decks/executive briefs
  • Handouts/resource materials
  • Discussion boards/online communities
  • Podcasts
  • Audio/video recordings
  • Social media feeds/conversations
  • Participant discussions/chat transcripts
  • Question/answer summaries
  • Program outlines/white papers
  • YouTube videos
  • Newsletter/magazine articles
  • Facilitator interviews
  • Case studies

It’s important to note here that true content curation requires some sort of transformation. It’s not about simply posting a slide deck to a website for someone to download. Rather, curating a series of slide decks from a single conference on the same topic might result in an executive brief highlighting only the key points/images from each.

Besides, when’s the last time you downloaded every single slide deck from ASAE’s annual meeting? Okay, it’s possible; I’ll give you that. Let’s take it a step further. When’s the last time you then reviewed, considered and implemented the ideas from each? This, my friends, is nearly impossible. Not to mention, the thought alone is purely overwhelming.

But it’s not enough to simply create content – curated or otherwise. You must then communicate and share this content with others. Otherwise, why do it? Following are just some of the ways you might consider sharing your content with association constituents:

  • Newsletter
  • Magazine
  • Blog
  • Website
  • Online community
  • Email
  • Direct mail
  • Social media

When utilizing these communication channels to share content, consider these tips:

  • Utilize a consistent learning, education or content brand. This may include a clever name, logo and tagline, as well as certain graphics, colors and fonts.
  • Identify your organization’s available communication channels and draft a comprehensive marketing strategy that utilizes multiple media.
  • Develop an editorial calendar that focuses on a specific subject each month or quarter based on the volume of content you have to share.

Finally, creating a collaborative learning environment requires the engagement of your community. There’s no need for this responsibility to land squarely on the shoulders of staff. Consider your target audience. It’s likely bigger than your current membership. Some examples of your organization’s various constituent groups may include:

  • Subject matter experts
  • Board members
  • Speakers/facilitators
  • Legislators
  • Sponsors
  • Vendors/suppliers
  • Members
  • Staff
  • Volunteer leaders
  • Components

You’ll note here that not every constituent group will be interested in the same content or should be communicated to in exactly the same way. What’s the right combination for each target audience? When you are able to curate the right content and share it with the right constituents via the right communication channels, engagement soars.

Furthermore, utilize these individuals as content experts. Whether this means recruiting them to serve as presenters, facilitators or curators, or simply featuring their blogs and industry resources within your established community, bring them into the fold. Develop file sharing, communication and collaboration tools that makes this process even easier and less cumbersome.

So, my question to you is this: How does your organization curate content? Likewise, how have you transformed your community into a collaborative learning environment (or what strategies are you considering for 2013)?




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, hot yoga, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Proud mom of three. Total word geek. Spartan for life.

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 2,989 other followers

Twitter Updates

Featured in Alltop

Follow

Get every new post delivered to your Inbox.

Join 2,989 other followers

%d bloggers like this: