The 7 Stages of Social Media

The Important Journey for Association Marketers - As you increase your presence social media pla...

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Analog vs Digital

Where is Your Association - Many associations have been slow to adopt a digital first policy. Boom...

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Upcoming Events & Webinars


Non-Dues-a-Palooza Webinar - Growing Non-dues Revenue in 2021 & Beyond: The Future of Association Revenue

May 27th, 2021

In 2020, COVID accelerated the need for associations to engage digitally, creating a permanent shift in the importance of digital engagement to remain relevant with members. This shift disru...

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Meeting Professionals International - World Education Congress (WEC)

June 17, 2021

Catch up with Dan Stevens and Doug Coombs of Association TV at the Meeting Professionals International World Education Congress on June 17th for TWO exclusive presentations. Tech Showca...

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.orgCommunity Innovation Summit

July 14, 2021

Eric O’Connor, Chief Growth Officer of AANA and Dan Stevens, President of WorkerBee.TV and their Association TV® platform and services, will share with you how they organized the company for...

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Marketing Meal Prep: Turn Your Content Menu Into a Year-long Feast

Planning ahead and buying in bulk are two things that meal planning and you, an association looking to maximize your content marketing strategy, have in common. Okay, so not everyone’s a suburban soccer parent buying a month’s worth of frozen veggies, chicken, and whatever cereal your child has decided to like this week (apparently Cap’n Crunch is always a good choice — I go for Rice Krispies like a boring adult). But the concept of meal planning and shopping for groceries is the same as making an awesome content marketing strategy. Check it out.   Step 1: plan your menu What, you think the Barefoot Contessa magically has ingredients just laying around? No, she plans it and makes a grocery list then sends Jeffrey to pick it up. The first step to excellent meal planning starts with developing your menu.  How many times are you doing tacos this month? How much meat and cheese and vegetables do you need for each of those meals? All of that goes on the list.  Creating a high-powered content calendar for associations works the same way. Plan a selection of what you’d like to release at the beginning of the year. Say you’re an association for retail stores and you want to have 12 videos released; plan out your topics. One on grocery, two on e-commerce, two on marketing strategies – digital and traditional – and so on. Once you have your content marketing concepts planned out, you can move on to the next step.   Step 2: shop for your Ingredients Buying in bulk is super helpful. You get more value - it may have a slightly higher upfront cost, but overall, the price-per-piece will be lower. You can also check off your entire shopping list in one trip instead of stopping at three different places for different ingredients.  The association equivalent? Film at an event – you’ve already gone through the effort of promoting to your members, booking keynote speakers and scheduling industry experts for educational sessions. Now that everyone you could possibly want to film is in one place, it’s easier to book a 30-minute interview with each of them than it would have been to corral them all throughout the year.   Perhaps you need some member testimonials. Or you have an expert talking about automation in your field. Maybe it’s a leadership specialist coming in for a keynote. Whatever it is, you can arrange to have them drop by and answer some questions to make into videos for members to watch throughout the year.   Step 3: feed the masses  You have all the ingredients, now it’s time to get cooking. The menu (content calendar) is already planned. So now you just have to execute. The good news is, you don’t even need to worry about capturing interviews for each content piece. If you’re doing the work in-house, hand your interviews and your plan to the team writing and editing the video together. They can put everything in order, expand where needed, and get the content put together for distribution.  If you don’t have an in-house team, then you simply hand everything off to your trusted partners. You can pop in for approvals on videos, podcasts and magazine articles (all must-haves for an association's content marketing strategy) and let them handle the rest.    **Self-promotion incoming**   At Association TV, this is part of what we do. Just look at how happy the Material Handling Institute is with this model. MHI shares their experiences with WorkerBee.TV   Now you know how to plan and invest ahead of your event to capture everything you need and create content all year long. If you want to chat with someone about how we can help you make these plans, book a call today.

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Is Creating Content Actually Expensive or Are People Just Doing It Wrong?

Do you find yourself constantly worrying about how your association is going to pay for the videos you need to engage and inform your members? If you’re beginning to think maybe turning off the lights and shutting off the heat at headquarters to conserve cash isn’t such a bad idea after all, I’d like to offer an alternative.  ​ Unlock profitable content strategy and avoid being cold, like this guy.   What if I told you that you’re focusing on the wrong problem and that tweaking your content strategy could actually make you money? No, this isn’t some shady video-based, get-rich-quick scheme. It’s just a different way of thinking about your content programming. To boil it down: bad video programming is a cost center. It takes cash to plan, produce and promote. And the only way you see a return on that investment is if you’re able to use that video to influence spending in some direct or indirect way. Good video programming is a value center. Yes, it costs the same to plan, produce and promote, but it makes that money back – either by passing those costs along to others or by opening new revenue channels. Let’s say you had a proprietary research report that you wanted members to buy — this is on top of their membership dues. After the costs of producing and compiling the report itself, your team projects that if you make a short video promoting it for $4,000, that you will be able to generate enough awareness for $15,000 in sales. That means, after your vendor is paid, you’ll have only $11,000 to keep your office in sweet, sweet electricity. Here’s how it looks broken down: +$15,000 report sales -$4,000 production costs ______________________ =$11,000 But if you structured the project a little differently, you might be able to pump those numbers up.  What if instead of a promo, you made an educational thought-leadership video about some of the report’s key findings and put out an invite for two sponsors to pay for the opportunity to speak as experts?   Now your well-programmed video is earning you revenue from: Sponsors who paid to appear in your video (that’s non-dues revenue) Members who were engaged by your educational video and were thereby reinforced in their membership decision, rather than annoyed by just another ad (that’s dues revenue) The report, since members purchased it after watching your video (that’s non-dues revenue) Non-members, who saw the educational — read: shareable — video on members’ social media and clicked through to your website to get involved with your association (that’s more dues revenue) In this second scenario, the finances look way different: +$15,000 report sales -$4,000 production costs +$3,000 sponsorship 1 +$3,000 sponsorship 2 ______________________ =$17,000 And, this is just the calculation for the non-dues revenue that you earned. If you include the dues revenue from the new members you recruited and the members you retained, the numbers get even higher: +$15,000 report sales -$4,000 production costs +$3,000 sponsorship 1 +$3,000 sponsorship 2 +$1,250 dues from new members (five new members paying $250 for an individual membership) +$1,000 dues from retained members (four members that were not annoyed by a barrage of ads, continued to pay $250 for their individual memberships) ______________________ =$19,250 And this is just one project. Scale this mentality across your entire annual programming and the effects could be huge.    Want to learn more about the treasure trove that is monetizable content? Our short video serves as a great little guidebook on the different ways videos can be monetized. Many of the options can be incorporated into any video project and we also offer a peek into the options exclusive to our platform.  Now go get that money!

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