June 21, 2016
It may seem like blogs are taking over the world. Everywhere you look, blogs, blogs, and more blogs. Today, anyone can be a blogger as long as they have something to say. You may be wondering what this has to do with associations? The answer: everything. Blogs are one of the best ways to informally communicate with a broad audience. Whether it’s current or prospective members, your association has the ability to educate and engage. Think blogging doesn’t apply to you? Let me change your mind.
The content of your association’s blog should remain relevant to industry trends. If you specialize in trucking, writing about seasonal flowers may not be the best route. The information you are relaying must be relevant to what your association offers.
You want to make sure you’re sharing what members want to read. Ask yourself:
What do they want? What do they want to learn more about? What will keep their attention and keep them coming back for more?
These are the questions new and experienced bloggers should be asking. You will need to get into the minds’ of your members. It’s important to understand the interests of your members.
Tip: Look for common industry themes. If there is more than one blog out there pertaining to a specific topic, it’s probably fair game.
There isn’t a magic number when it comes to how frequently your association should publish a blog. However, to keep your audience interested, you should publish a blog at least once a week. If you’re looking for a higher level of engagement, publishing 2-3 a week would be a great start. The most important thing to do is to remain consistent. Find a publishing schedule that works for your association and stick with it. You never know, your audience may begin to look forward to your weekly posts!
This one is easy: everywhere! Blogs are one of the easiest ways to promote engagement. You are able to repurpose them and share them throughout your social media platforms. If your association utilizes the perks of e-marketing, send your blogs that way! Many people won’t go directly to your association website to locate your blog. That’s why it’s vital to share these updates on your social media channels and e-marketing efforts.
I can’t make any promises, but if your blog is relevant, engaging and interesting, I think you have a fair shot. For the most part, people like blogs! They allow readers to gain knowledge on something - quickly. Who wouldn’t like that? Blogs are a great way to condense information into bite-size pieces. Take big ideas and break them down. This will not only make it easier for readers to comprehend, but will give you more content for multiple posts.
After delegating the writer of your blog, it’s important to make sure they are equipped with plenty of industry ideas to get them started. Don’t put the horse in front of the cart. Make this an organizational effort: schedule brainstorm meetings, pick your co-workers’ brains and post a poll on social media to see what interests members. Keep your eyes and ears open and be aware of what has people talking.
Blogging may seem like it isn’t necessary or appropriate in the association space, but that couldn’t be further from the truth. Members and nonmembers want to receive an abundance of information, quickly. If blogs are everywhere, then they need to be with you.
To learn more about reaching current and prospective members, take a look at our blog,E-Marketing Isn't Dead.