A growing number of your supplier members are shifting their focus to content marketing. They realize that traditional push marketing by itself is dead. By hosting their own webinars, virtual conferences, online communities and providing whitepapers, research and content, they compete for your members’ time and share of mind. Communicating Without Selling Junta42, a content strategy company, defines content marketing as “The art of communicating with your customers and prospects without … [Read more...]
Who Is Competing For Your Member’s Wallets And Time?
Who’s competing for your member’s professional development share of wallet and time? Where is community forming around industry issues? Who are the thought leaders and influencers in your industry? Are they friend or foe? These are the questions that keep me up at night. The rise of content marketing and the ease of forming online communities, serve as both a threat and an opportunity to association membership, programs and sustainability. Non-Traditional Sources of Thought … [Read more...]