The funny thing is, the heavier we get into content marketing, the more design work we get. Once you help an organization with marketing, they often want you to make their design consistent with their content strategy.
A lot of really wonderful design firms have come and goneógroups who did great work and always pushed us to be better. I think the one reason we are still here is because we are constantly evolving. Associations know the importance of that, too.
Sidebar: Is it hard for most associations to digest content technology and what can be done with it?Bussolati:
Itís hard for any organization ó itís a full-time job to stay updated on all the tools available. We have people at our firm who devote most of their time to simply researching whatís out there. Thatís why we recently formed the new Tools of Content Marketing LinkedIn Group
, which is designed to help organizations share their content technology wins and losses ó to help us all learn and make us stronger.
Sidebar: Who can participate in this LinkedIn Group?Bussolati:
Pretty much anyone who wants to know more about content marketing technologies. Itís a moderated group, so you just apply and get approved. Vendors and suppliers are welcome, tooóas long as they are truly helpful and donít bore with just trying to sell us.Sidebar: Will you do a deep-dive into these technologies or talk strategy at the Lunch & Learn?
Not so much a deep dive as more of a list and categorizing of whatís available. We will provide links on where to go for more information, and information about a live list of technologies that is always growing and changing.
We will also give some context for each category. For example, we will talk about why an editor needs to be aware of keyword tools. So many editors are starting to understand that they really are content marketers. Weíve finally arrived there ó itís exciting.
Sidebar: Is there a particular category of technologies that you are most excited about?Bussolati:
Iím greatly enamored with what I call listening tools. These are tools that provide analytics that connect content to actual members gained or event attendees registered, for example. Itís about closing the loop on your marketing so that you can connect results with your content efforts. Are we getting any new members or conference attendees as a result of this content?
Sidebar: What can a participant in the March Lunch & Learn expect to gain?Bussolati:
People interested in tools and technologies will be really comfortable. For those who donít always stay abreast of technology, they will be exposed to a list that will change the way they work, starting tomorrow.
Visit the AM&P website
to learn about additional education opportunities.
is editorial director of Association Media & Publishing. If youíd
like to be interviewed for Sidebar ó or know of someone else who always
has an interesting perspective or opinion on association communications
and publishing ó send us your suggestion.