You’re already short on time and new channels seem to keep appearing for your content. A magazine needs support of its content and social media can get your content seen by more of your members as well as start working on converting new readers. But there are still only so many hours in the day or hands on your team.
Luckily, there are some great books out there about leveraging your content through all channels: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman, or The Elements of Content Strategy by Erin Kissane.
Here are three important things association editors should do to get the best results from your efforts:
- Be efficient. Don’t blast your content through social media channels without an organization-wide content strategy.
- Be informed. Know where your readers are. You need personal data which can be extrapolated about nonmember readers or prospects.
- Be tactical. Association editors need to track analytics often – how else are you going to know what is working?
Think of it this way, you are conducting a campaign to promote the organization through getting your valuable content seen, shared, liked etc.
Brand Science Institute conducted a study about why social media campaigns fail. Number one reason: 96% did not share their social media experience throughout the company. So, bust silos to work collaboratively with the other content managers in your association.