It's no surprise that the content that you produce for members is critical to keeping your association relevant. What is surprising is which member demographic is the most interested in your content.
You would think that millennials would be the obvious choice for this. They are content hungry and consume content from multiple devices every waking hour. What about Gen - Xer's? They would be my second choice behind millenials.
The correct answer is.... Boomers.
According to a recent survey by The Experience Institute® 69% of Boomers felt educational content was very important. The other groups were close, but Boomers led the way.
Regardless of the demographic, it should not overshadow the importance of leveraging that content in the different channels that you are publishing the content in. It's not good enough just to duplicate or "auto-post" the content. Each post should be native to the channel that it is posted in. These posts should look different and work in concert with other channels to create an enhanced user experience. As an example, a twitter feed should create interest and point to a bigger content piece rather than simply be a duplicate. This type of deployment is called omnichannel.
Omnichannel is a cross-channel business model and content strategy that organizations use to improve their user experience. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate. Omnichannel implies integration and orchestration of channels such that the experience of engaging across multiple channels is more efficient or pleasing than using single channels in isolation.
So...not only is it important to create and deploy meaningful content, it is just as important to deliver the content omnichannel.
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Association TV® is a division of WorkerBee.TV
Dan Stevens is president of WorkerBee.TV and is a sought after guest speaker on association trends.