Three Ways For Marketing Teams To Improve Content Strategy
Engagement, experimentation and strategy are key
Association marketing teams looking to improve their content strategy should focus on three areas—alignment, engagement and reuse. Mandy Moody, communications manager at the Association of Certified Fraud Examiners (ACFE), learned from experience the importance of having a strategy.
“We were just churning out content,” Moody said of their scattershot approach a few years ago. “There was no rhyme or reason, no strategy. We were just making cool stuff. We were just like, ‘Ooh, let’s do a podcast; that will be fun'.”
And, while such an approach can achieve occasional successes, it rarely produces sustained success. For that, associations need to make sure the approach is in sync with its mission.
“[We] want to align ourselves with the association goals and even to align ourselves with department goals,” said Moody, who will be speaking at a session at ASAE Annual Meeting & Exposition later this month.
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