Build a BetterAssociation Website!5 Online Trends to
Employ Now!Presented by
Ray van HilstDirector, Client Strategy and Marketing
5 Online Trends
“If you build it they will come…”
But… no one goes to hear a bad orchestra.
Content Marketing is an
umbrella term encompassing all marketing formats that involve the
creation and sharing of content in order to attract, acquire and
engage clearly defined and understood current and potential
consumer bases with the objective of driving profitable customer
action.
Content marketing subscribes to the notion that delivering
information to prospects and customers drives profitable consumer
action. Content marketing has benefits in terms of retaining reader
attention and improving brand loyalty.
Content Marketing Examples
•White Papers• Infographics•Webinars•Emails•Fact Sheets•Blogs•Social Media (Twitter, Facebook, etc.)
Content Marketing• A 2011 survey found that 82% of B2B companies
use content marketing• Predicted Trends▫ Shifting Technologies (e.g. RSS to Google+)▫ Emerging content channels will steal the spotlight from
more established media▫ Curated Content▫ Search Engine Optimization including off site optimization
(e.g. social channels)
http://www.marketingprofs.com/articles/2012/6827/content-marketing-trends-for-2012-whats-in-and-whats-out
1 Billion
“I Google something at least 12 to 14 times a day.”
“Google is my primary research source.”
“If I need something I Google it.”
“Google is my homepage so everything starts there.”
“I keep up to date on my industry with Google
alerts.”
Personalization Trends from Adobe and eConsultancy• 52% of digital marketers agree “The ability to
personalize web content is fundamental to their online strategy.”
• 41% are “Committed to providing personalized experiences.”
• Data used to personalize the web experience:▫Personal Data▫Browser History▫Purchase History▫Onsite Behaviour▫User Preferences
http://infographicsmania.com/website-personalization-trends/
Sharing Trends• Facebook accounts for
almost 53% of online sharing▫An 18% increase from
2011• Pinterest is fastest growing
network• More options mean more
sharing• Mobile sharing is growing
http://www.addthis.com/blog/2012/12/05/2012-social-sharing-trends/#.USIiq6WyUz1
5 Trends
1. Content Marketing2. Search Engine Optimization3. Personalization4. Social Sharing5. Responsive Web Design
You’re Probably About ReadyTo Redesign Your Website
40% of sites are more than 3 years old
50% will build a new site within 2 years
Top Factors for a Redesign• 70.2% - Look and feel is outdated• 57.9% - Make it easier/faster to update;• 57.9% - Integrated with other technologies• 45.6% - Lack of functionality• 22.8% - Shifting business Model• 21.1% - Member Complaints• 5.3% - Board directive• 3.5% - Competition
Select the right TOOLSMake it easy to publish content
“The hardest part of managing a website should be writing the content. Not coding.”
Ray van HilstSome guy speaking on a webinar
WYSIWIG & HTMLNewsEventsCalendarShared ContentListsForm BuilderMultimediaSocial integration
“My staff really likes their CMS [Sitefinity] -
they find it intuitive and with enough
safeguards that they're not afraid of
screwing up the whole site.”
Cathy StegmaierExecutive Director
Alliance of Cambridge Advisors
Testing a CMS
•Give the vendor sample content to migrate in the demo
•Do a side by side comparison of publishing content
•Try a Sandbox Demo•Ask about training and documentation
Content MarketingCreate member value through content
“I am very much of a content-is-the-
most-important-thing [mindset]. You
can have the most effective integrated
social media platform and every kind
of technology, but if you don’t have
anything to say, you’re done.”
- James Carville, Associations Now
Content Marketing for Associations• Industry News•Press Releases•Magazine Articles•Videos•Education•Blogs•Newsletters
Get Started
•Content Audit▫What do you have?▫Where is it?
• Identify your channels▫Where should it go?
• Institutionalize▫Get everyone on board▫Adopt the Manifesto
Content Pyramid
Social Media
Blog Posts
News Articles
Features
Evergreen Content Formal
Informal Right Now
3 Years from Now
Content Marketer’s Manifesto(Top 5)#1 – I am a Marketer
▫ If you are creating content – even editorial – you are engaged in marketing
#2 – I hold the hottest tool for retention – Content▫ Relevant content is the best way to create value
#3 – My content is aligned with the organization’s goals
▫ I create content that achieves my organization’s goals
#4 – I am in the influencing behavior game▫ My purpose is to provide value through content to influence and drive
behavior
#5 – I have an ongoing dialogue▫ Content topics are driven by ongoing discussion and listening to their
needs.http://bussolati.com/manifesto/
Search Engine OptimizationMaking your content found
http://readwrite.com/2011/12/13/googles-matt-cutts-good-conten
Good content trumps SEO
"Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it,”
“Google tries to make it so that sites don't have to do SEO."
Matt CuttsGoogle Webmaster Extraordinaire
SEO Tips• Make it visible▫Relevant content can’t be hidden behind a login
• Know your relevant keywords… and use them!▫Headlines▫Body Copy▫ Internal Links
• Build links back to your site▫Press Releases▫Partner Sites▫Social Media and Communities▫Embrace Google+
SEO Basics
•SEO Friendly URL•Title Tag•Keywords•Descriptions
User Centric Philosophy
Generalist
Jim• 26 Years Old• General RT in a
hospital• Early in career• Single, enjoys life
outside work• Transaction driven
Susan• 34 Years Old• Radiation Therapist• Hospital based• Married with two small
kids, always on the go• Transaction driven
Specialist
Sarah• 40 Years Old• Senior Technician
with many positions• Engaged at state
level• Married with two
kids (8 & 11)Careerist
Bob• 48 Years Old• Operations Manager• Service provider• Volunteers with state
affiliates and national org
• Married with active teenagers
Evangelist
CEs Drive Web UsageTransactional 1
Transactional 2
Career Focused
Evangelist
Check & Manage CEs
X X X X
Continuing Education
X X X
Industry News
X X X
Standards X
Events X
Careers X X
Vote X X
Volunteer X
Advocacy
Member Benefits
Welcome Box
Easy Personalization
•Recognize Member Type•Renewal Reminders•Capture Topic Codes
Frictionless Social Sharing
Engagement Pyramid – Charlene Li
Curators
Producers
Commentators
Sharers
Watchers
http://www.slideshare.net/charleneli/understand-your-customers-social-behaviors
ATA Sharing(1 month)• 247 Shares• 35 Clicks• 14% Viral Lift• Top Content
▫ Learning▫ Case Studies▫ Meeting
• Top Share platforms▫ Email▫ Facebook▫ Twitter
Develop a Mobile StrategyEngage your members and readers where they go
3 Mobile Strategies
•Mobile Website•Mobile App•Responsive Website
Mobile Website
•Mobile only version•“Forked” approach
with two separate sites•Quick to implement
Mobile Apps
•Specialized experiences•Can take advantage of
device capabilities•Tend to be task focused▫eMail/Social▫Maps▫Reading
Responsive Design
•One site▫Consistent content management
•User experience is based on screen resolution
•Device Independent•Restructured Layout
A website that responds to the device that
accesses it and delivers the appropriate output
for it uses responsive design. Rather than
designing multiple sites for different-sized
devices, this approach designs one site but
specifies how it should appear on varied
devices.
https://itservices.stanford.edu/service/web/mobile/about/terminology
Desktop
•Define breakpoints
•Prioritize content•Develop
Pros and Cons
http://info.vtcus.com/3-steps-to-a-mobile-strategy
Wrap Up
Top Takeaways
•Create good content▫Put your users first
•Make your content easy to▫Publish▫Go anywhere your users go▫Be found
•Expand your website’s footprint▫Sharable content▫Create user connections
Q & A
Get more tips at www.vtcus.com/10-things
Download our eBook:10 Things Members Want from Your Association Website
Ray van HilstDirector of Client Strategy
and MarketingVanguard [email protected]@rvanhilstwww.vtcus.com