In today's rapidly evolving digital landscape, organizations face the challenge of creating engaging content that resonates with their audience. Michael Hoffman, CEO and Co-Founder of Gather Voices, and Erica Salm Rench, Director of Customer Success at Rasa, recently discussed strategies to simplify content creation, co-creation, and curation during a webinar. Their insights provide valuable guidance for associations and nonprofits looking to enhance their digital marketing efforts.
The webinar began with a poll to gauge attendees' understanding of co-creation and curation. While many recognized the importance of curation, fewer were familiar with co-creation. Hoffman explained that co-creation involves inviting members or audience participants to contribute content, such as videos or articles, which can significantly enrich the organization's offerings. This approach not only generates valuable content but also fosters a deeper connection between the organization and its members.
Erica emphasized the value of curation, noting that sharing relevant third-party content can position an organization as an authority in its field. By identifying and disseminating important industry updates, organizations can keep their audience informed and engaged. She highlighted the example of newsletters that effectively curate content from various sources, establishing the organization as a trusted information hub.
One of the significant hurdles in content marketing is the sheer volume of content required to maintain engagement across multiple channels. Hoffman and Erica discussed tools and strategies to streamline this process. Erica recommended using tools like SEMrush for keyword optimization and MarketMuse for semantic optimization, which can help organizations create content that ranks well on search engines and resonates with their audience.
Erica also introduced Rasa's platform, which automates content curation by pulling relevant articles from specified sources and personalizing newsletters for each recipient. This approach ensures that each member receives content tailored to their interests, enhancing engagement and reducing the workload for marketing teams.
Hoffman highlighted the power of user-generated content, particularly in the context of video strategy. Gather Voices facilitates the collection of video content from members, which can be used across social media, websites, and other platforms. He noted that today's audiences are more accustomed to creating and consuming video content, thanks to the widespread use of platforms like Zoom.
User-generated content offers authenticity that polished, brand-centric content often lacks. Hoffman explained that involving members in content creation not only provides valuable material but also strengthens their connection to the organization. This relational approach is more sustainable and impactful than purely transactional interactions.
A recurring theme in the webinar was the importance of organization and repurposing. Erica recommended using tools like Google Sheets, Trello, and HubSpot's content calendar template to manage content efficiently. These tools enable teams to plan, track, and repurpose content across various channels, ensuring a consistent and strategic approach.
Erica shared an example from Rasa's collaboration with ASAE, where they started with a press release and expanded it into a case study, webinar slides, social media snippets, and a blog post. This "content turkey" approach maximizes the value of a single piece of content by repurposing it in multiple formats and channels.
The webinar also addressed the challenge of balancing organizational and leadership demands with effective marketing strategies. Erica suggested maintaining a visible content calendar that aligns with both leadership priorities and broader marketing goals. This transparency ensures that all stakeholders are informed and can see how different content pieces fit into the overall strategy.
Hoffman emphasized the importance of balancing transactional and relational content. While it's essential to promote events and membership benefits, organizations should also focus on storytelling and member-centric content. By celebrating members' successes and highlighting their experiences, organizations can build stronger, more resilient communities.
The webinar concluded with a Q&A session, where participants explored topics like SEO tools, social media management, and the impact of personalized newsletters. Hoffman and Erica's insights underscored the importance of a strategic, organized approach to digital marketing that leverages co-creation and curation to drive engagement.
In summary, the key takeaways from the webinar are:
By implementing these strategies, associations and nonprofits can enhance their video strategy, marketing strategy, and user-generated content marketing efforts, driving greater engagement and achieving their digital marketing goals.
