Ever find yourself longing for the days when all you had to worry about was generating content and selling ads to run in your association’s print magazine? Those days are long gone. And not just because of the advent of digital publishing. Add to the mix social media, video, webinars, events, white papers, and blogposts. Then layer in, across all these same channels, branded content, seen by an increasing number of associations as the hottest new source of non-dues revenue. The trick is figuring out how to spread that content—both editorial and branded—efficiently, effectively, profitably, and appropriately across the available channels.
In this session, we’ll look at both types of content streams and all available distribution channels. Meg White will discuss how the National Association of Realtors repurposes stories from Realtor Magazine across its other platforms (and vice versa). Mike Winkleman will show how advertisers and associations can work together to maximize the impact of branded content not only through advertorials and native ads, but also through sponsored white papers, webinars, events, video, blogposts, tweets, and more.You’ll come away with not only a better understanding of the types of content and distribution streams available to you, but with a strategic and systematic approach to making them work.
President, Leverage Media LLC
Managing Editor at National Association of Realtors