There could be a lot of revenue and visibility riding on the answer.
As content capture specialists, we spend a lot of time talking to clients about the objectives behind their meetings and the specific format and level of detail that will help them achieve those ends. To do our job properly, we want to understand what will happen to that content and how it will be made available to different audiences. When it comes to selling content or providing it for free, association executives are split:
As content capture specialists, we spend a lot of time talking to clients about the objectives behind their meetings and the specific format and level of detail that will help them achieve those ends. To do our job properly, we want to understand what will happen to that content and how it will be made available to different audiences. When it comes to selling content or providing it for free, association executives are split:
- The content for free argument suggests that access to online content should be a members-only benefit, to reinforce the value of joining the organization or renewing a membership.
- Content for fee advocates suggest selling access to content to open up a new revenue stream.
But it doesn’t have to be an either/or proposition. A hybrid content strategy can provide free content “teasers” to boost an organization’s messaging and attract potential members, then deliver additional detail or multiple formats for anyone who signs up. The other option is a staggered release schedule, so that immediate access to the latest knowledge becomes a special benefit of membership.
Knowledge: Your most precious asset
Whether you’re an association communicating with members or a business trying to connect with customers and prospects, it’s crucial to get this question of access to knowledge right. Your conference content is one of your most precious assets, and in an increasingly networked world of RSS feeds, Twitter, Facebook, and LinkedIn, the old models of business and education are breaking. The organizations that use their latest and best content as a catalyst for education, conversation, and collaboration are the ones that will deliver value, stay relevant, and continue to thrive into the future.
To choose between a free, for-fee, or hybrid content model, you have to consider the community you serve and how you can best support different audiences. But don’t take too long to decide. If your organization isn’t already having this conversation, the linkages may soon happen around you (much like a fixed rock in a stream). By tackling these questions and starting your content strategy now, you begin to chart your future course, adapting along the way and using experience and member feedback to guide you.
One solution: A nested approach to content
A hybrid strategy for conference content may be the best place to start. You can draw an initial audience by offering free content from past events, or shorter capsules of your latest premium content. The more detailed premium content can go to your members free, or at a discounted rate, and any attendees who aren’t already members should have access to that content for a set time period. By charging an access fee for non-members, you can generate direct revenue while encouraging non-members to sign up for next year’s conference, join the organization, or both.
There is no one right solution for every association, or even for every event. What role does content/knowledge/news play in your organization? Where do your members go for professional development? How can you make better use of your conference content in our newly connected world? Here are some additional resources, and let us know what you think.
Resources and further discussion
1. On the Brink Video
2. Map Out Your Content Strategy
3. Most Content Should Be for Members Only
4. More on Content Strategy
Knowledge: Your most precious asset
Whether you’re an association communicating with members or a business trying to connect with customers and prospects, it’s crucial to get this question of access to knowledge right. Your conference content is one of your most precious assets, and in an increasingly networked world of RSS feeds, Twitter, Facebook, and LinkedIn, the old models of business and education are breaking. The organizations that use their latest and best content as a catalyst for education, conversation, and collaboration are the ones that will deliver value, stay relevant, and continue to thrive into the future.
To choose between a free, for-fee, or hybrid content model, you have to consider the community you serve and how you can best support different audiences. But don’t take too long to decide. If your organization isn’t already having this conversation, the linkages may soon happen around you (much like a fixed rock in a stream). By tackling these questions and starting your content strategy now, you begin to chart your future course, adapting along the way and using experience and member feedback to guide you.
One solution: A nested approach to content
A hybrid strategy for conference content may be the best place to start. You can draw an initial audience by offering free content from past events, or shorter capsules of your latest premium content. The more detailed premium content can go to your members free, or at a discounted rate, and any attendees who aren’t already members should have access to that content for a set time period. By charging an access fee for non-members, you can generate direct revenue while encouraging non-members to sign up for next year’s conference, join the organization, or both.
There is no one right solution for every association, or even for every event. What role does content/knowledge/news play in your organization? Where do your members go for professional development? How can you make better use of your conference content in our newly connected world? Here are some additional resources, and let us know what you think.
Resources and further discussion
1. On the Brink Video
2. Map Out Your Content Strategy
3. Most Content Should Be for Members Only
4. More on Content Strategy
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