episode presents examples and best practices for creating cohesive strategy.
Be sure to catch the latest episode of the AssociationNation
Jaime Andriopoulos, vice president of client
strategy for Imagination and the host of AssociationNation, says this episode’s
topic — building a home for content marketing — came about from requests and
discussions that have surfaced with numerous associations.
"We’ve been talking to associations a lot
about what we call content hubs,” she says. "The idea is to create a central
location for creation and distribution in a digital strategy. We want to get at
how you drive people to a central home for content.”
available on the AM&P and Imagination websites, Google Play,
and podcast apps such as Stitcher.
Some associations are doing this very well,
Andriopoulos says. For example, IEEE Spectrum uses their magazine as a thought
leadership brand and built a digital ecosystem around that. On the other end,
some associations are struggling because they keep their content in silos to
mirror their internal structure.
"Readers aren’t going to think ‘That makes
sense because that’s how their teams are divided,’” Andriopoulos says. "You
have to build a central home to weave everything together.”
To get real world examples and best
practices, Andriopoulos spoke with Harry Goldstein, editorial director of IEEE
Spectrum; Benjamin Mullin, managing editor of poynter.org; and Kim Caviness,
executive vice president and chief content officer of Imagination.
The new Association Media & Publishing
podcast series, created and produced by Imagination,
offers associations insights that are helping to shape the future of the
industry through a content marketing lens. The show focuses on practical topics
that are useful in day-to-day work.
Future topics will range from broad, such as
using email as a tool, to very focused, such as optimizing a LinkedIn profile.
Most important to each episode, Andriopoulos says, will be getting a variety of
viewpoints from association professionals.
If you have feedback or ideas for
future topics, Andriopoulous says she would love to hear from you at firstname.lastname@example.org.
In May, AssociationNation will
consider the question "Should you go all in on LinkedIn?