Close your eyes and imagine a perfect world. Your audience never misses a post because your content is so interesting and entertaining. They can hardly wait to share it. Your reputation as the industry’s premier resource spreads. Your Google ranking and retention rate improve as more traffic and members come your way.
David Carr at the New York Times knows that perfect world:
“Hit the right note, and your readers become like bees, stopping by your site to grab links and heading back out on the Web to pollinate other platforms.”
Your content will create that type of buzz if you pay attention to a few key steps.
Understand your audience’s culture.
Associations are made up of many communities based on demographics and professional interests. The online community is likely very different than the volunteer leadership culture you’re used to. Take some time to get to know them – the online community citizens, influencers, connectors, creators and conversationalists. Get a sense of their hot buttons and accepted truths. Find out what they read and share, and what fascinates and irritates them.
Listen and learn about their needs and interests. Participate in conversations. Ask questions. Become a trusted member of the community. Without that trust there’s no chance of success.
Please read the rest of this post at the Avectra blog