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AssociationNation: Building a Home For Content Marketing - 4/20/2017 -

Newest episode presents examples and best practices for creating cohesive strategy.

Be sure to catch the latest episode of the AssociationNation podcast.

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.”

AssociationNation is available on the AM&P and Imagination websites, Google Play, iTunes, 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 podcast@imaginepub.com.

In May, AssociationNation will consider the question "Should you go all in on LinkedIn?


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