How to choose digital tools and channels for your association
In your association, you need a good way to make smart decisions about which tools and channels to adopt. It’s all too easy to succumb to “shiny object syndrome,” since it’s free and easy to set up a new channel or tool. However, launching any new tool or channel is like having a baby — while the setup takes planning and thoughtfulness, the real effort is the...
Read MoreContent strategy: A two-way mirror between you and your audience
In my work with various clients, I find that many people see content strategists as only outsiders involved when a website is being redesigned. This is a huge missed opportunity, and I wanted to share some thoughts about that. Content strategy guides an organization to create its content most effectively. One of the key jobs of the in-house content strategist is to promote (or...
Read MoreSelling content strategy to management
or, how content strategy challenges are keeping your CEO up at night Presentation delivered at the Chicago Content Strategy Meetup on March 26, 2013. It covers: A list of business problems caused by a lack of content strategy How to communicate the value of content strategy The culture changes that content strategy may require/cause Potential approaches for getting executive buy-in I’d...
Read MoreUpcoming speaking engagements
I will be speaking at four events in the coming months. The “Weighting Game”: How to Make Smart Decisions about Which Tech Tools & Social Media Channels to Adopt at theREALTOR Association Executives Institute in San Diego, CA, March 19, 2013 “How to Sell Content Strategy to Management …or, are content strategy challenges keeping your CEO up at night?” at the...
Read MoreContent strategy for Twitter
An effective Twitter content strategy produces a stream of updates that inspire a follower to follow back. It contains the following characteristics: shares information about the person/business that potential followers find useful shares information that inspires confidence in that person/business lets followers know that the person/business is interested in others shares links shows that the...
Read MoreContent strategy for Pinterest
As Pinterest has gotten more media attention over the past several months, I’ve been getting more followers there. (You can follow me at www.pinterest.com/hilarymarsh.) Here’s a handful of do’s and don’ts about using Pinterest effectively and joining the community. DO decide who you are on Pinterest. Are you getting married, promoting your real estate business, collecting...
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