Best Association Marketing Tips: Customize Association Content for Purpose, Audience

The value your association provides to its members is defined by quality not quantity. This is why associations must customize content for each specific, defined purpose and then strategically use the most effective channels to distribute that information.

Step one is to utilize the professional copywriting services of someone who has extensive experience in best positioning associations for member growth and increased revenue.

With any association communications or marketing tools ask yourself:

• Am I delivering the right message to the right audience?
• What do I want to achieve?
• How can I distribute content most effectively to the right people?

Many associations mistakenly believe that when communicating with members “some is good, but more and more is always better.” Not even close. Targeting your message is crucial for success.

Write and Position Association Content for Specific Goals

All association marketing, branding and member communication falls into three basic content categories:

Identity-Based Content: Members join associations that represent the group of people who share their same wants and goals. These shared objectives define your membership’s “identity” and by tailoring content through purpose-driven copywriting to position your association as the champion of that identity you can obtain and retain long-term, dues-paying members.

Your association represents a collective industry, group or demographic, keep content focused on being their most effective spokesperson that achieves results.

Emotional Content: Emotions drive decisions, prompt actions, influence choices and engage members at the core level. By tailoring your content to speak to immediate needs and offer solutions you can create loyalty and a deep personal connection.

To generate effective, emotional content use words and messages that resonate with members beyond just the nuts and bolts of your association. Explain how you will enrich their lives and careers and you’ll create a brand they’ll want to be a loyal part of.

Informational Content: No sales pitch here. This is matter-of-fact content at its most effective because you are clearly explaining what your association does, how it does it and what the results are. Informational content enables you to demonstrate the real value your association creates for members and defines what they will receive for their dues.

Concentrate on one, clearly-focused type of content for each specific goal for best results.

Define, Then Execute the Purpose of Your Content

Determine which type of content can best be customized to achieve your defined goals and then create messaging, brand and content focused on a specific purpose. Through the right content you can:

• Engage Members More Effectively.
• Motivate Idle Members into Active Members.
• Update Your Image.
• Create an Internet Presence.
• Build Awareness of Your Association.
• Increase Membership.
• Retain Membership.
• Drive Referral Members.

Specific Delivery Channels for Specific Audiences

There are numerous online marketing channels such as your association website, blog and social media to effectively deliver your tailored content, each with a unique advantage. You know your membership and how they communicate. Explore communication channels to determine the most effective way to reach your desired audience and write your message to achieve your customized content’s purpose.