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Getting Your Content Delivered and Viewed
Cultivating and producing great content is one thing, getting it into the hands of those who can most benefit by it is another. Studies show that few organizations have a comprehensive marketing strategy that integrates all aspects of the media. From the most dramatic video to a simple business card, if each element does not reference a relationship with the other than program offers little in the way of synergy.
With the Internet being such a prominent delivery platform, why is it that so many companies fail to include the website on every employee’s business card? While they maybe down in readership, print publications are not going away anytime soon. So why not drive readers to your website for more detailed information through incentives? And once they are there, establish what it will take to get these people to agree to have you send them more information in the future through an opt-in mail list.
According to a survey conducted by ASAE less than 40% of all associations actually have a complete web strategy. The common marketing and promotion relationship looses out to individual objectives. Printed brochures try to tell the entire story of the organization within their limited space while at the same time seeking to keep the content relevant over the print life of the piece. Flyers and newsletters address individual topics in an attempt to keep members familiar with the goals of the group while demonstrating an effort to keep current.
According to the survey, a majority of association executives see the web presence as being separate and often do not have a relationship with their print vehicles. Rather than start an article in the newsletter that is finished on the website which would drive traffic, each acts autonomously.
The exception seems to be when driving prospective attendees to register for an event. Association management clearly understands the value of online registration and event promotion once they arrive at the site.
Many of the survey respondents indicated that they were aware of the disconnect between the two mediums and had earmarked dollars to fix the problem but they did not know quite where to start.
When it comes to the distribution of content at events, many organizers have realized some important new delivery models can dramatically reduce their costs and at the same time, deliver a much greater experience for both the attendee and the non-attendee alike.
ConventionDisc, Inc. has created a CD-ROM delivery tool that takes the proceedings objective to a whole new level. The ICP Disc program offers an interactive desktop reference tool for attendees that let them sort out greater volumes of information by natural dividers and search tools. The locally published website actually lets the viewer look up information by numerous options such as the schedule, the title or the author.
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