3 Reasons Why Content Marketing Doesn’t Work for Associations
By Maggie McGary
At ASAE’s recent Marketing, Membership and Communications Conference, Joe Pulizzi spoke about content marketing. I didn’t see it, but Associations Now wrote about his presentation, noting that he pointed out that associations are, for the most part, doing it wrong when it comes to content marketing.
He said that according to a recent study by the Content Marketing Institute, only 26 percent of nonprofit organizations surveyed think they’re using content marketing effectively. I’m surprised it was that high, to be honest, as I don’t think that most nonprofits think of content as marketing, period — let alone consider themselves to be content marketers at all.
It may seem like an easy fix to someone who hasn’t worked in the association world — just create a mission statement for your content, create a content marketing strategy, then create an opt-in subscriber strategy. Done. Let me get right on that, said every association staffer ever. I mean, never, because this strategy would probably never work for actual associations.
Here are three reasons why content marketing in the for-profit world is different than content marketing in the association world, and why what works for them won’t work for most associations:
Maggie McGary is marketing manager at AABB. Reprinted with permission from Social Fish. SocialFish will host a tweetchat about this topic for Association Chat (#assnchat) on September 9, 2014 at 2 pm EST.
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