{"id":342,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25009_342\/"},"modified":"2012-11-05T09:33:49","modified_gmt":"2012-11-05T09:33:49","slug":"newsletter25009_342","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_342\/","title":{"rendered":"Strength in Numbers: The Power of Integrated Communications"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-right: 10px; width: 100px; height: 91px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/dana%20headshot%208-11l.jpg\" alt=\"\" align=\"left\" \/><span style=\"font-style: italic;\">By Dana Plotke<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">I stumbled upon Ann Meany\u2019s <a href=\"http:\/\/www.contentmarketinginstitute.com\/2011\/10\/zombies-and-content-marketing\/\" target=\"_blank\">blog<br \/>\npost<\/a> the other day from the Content Marketing Institute that explained how<br \/>\nfighting zombies can make you a better marketer. I was intrigued and secretly hopeful<br \/>\nthat this might shed some light on the whole zombie craze. I\u2019m quite amused by<br \/>\nit, but I\u2019m not sure I get it.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Basically, it\u2019s<br \/>\npretty easy to take one zombie out. They don\u2019t move very quickly, and they\u2019re<br \/>\neasily distracted. However, zombies in groups are intimidating, harder to fight<br \/>\noff and harder to outrun.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">How does that<br \/>\nrelate to content? Meany says if you write just one blog post or tweet, some<br \/>\npeople may read it, but then it could be forgotten quickly amid the rush of new<br \/>\ncontent that\u2019s created every day. However, you can get more impact by spreading<br \/>\nyour message via multiple channels and linking it all together into a single <a href=\"http:\/\/blog.brandpoint.com\/2011\/09\/02\/have-you-watered-your-blog-lately\/\" target=\"_blank\">social media<br \/>\ncampaign<\/a>. Your message will build on itself, creating a conversation<br \/>\nthat will cast a wider net than just a single post. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Meany makes some good points, such as how integrating your online<br \/>\ncontent and messaging through multiple types of social media is a surefire way<br \/>\nof getting your message heard. And, why<br \/>\nit\u2019s OK to repurpose content. Both true. <\/span><\/p>\n<p><span style=\"font-weight: bold;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<table style=\"border-collapse: collapse; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Marketing has become the job of the entire<br \/>\norganization.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Content is the key to engagement, but it is only<br \/>\none aspect to a well-integrated communications program.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">It\u2019s your job to market the benefits of<br \/>\ndeveloping a strong brand.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Taking it a step further, can you imagine the positive<br \/>\nimpact that your communications would have if you expanded your thinking<br \/>\noutside of content and social media, and looked at integration in a more<br \/>\nholistic way? We can, because our <a href=\"http:\/\/www.naylor.com\/benchmarking\" target=\"_blank\">2011<br \/>\nBenchmarking Survey<\/a><span style=\"font-size: 10pt;\"> data addresses this very topic. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">In an <span style=\"font-style: italic;\">Association<br \/>\nAdviser<\/span> article posted earlier this year on <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index.asp?aid=141577&amp;issueID=25003\" target=\"_blank\">Branding<br \/>\nand Integration<\/a>, it is noted that organizations with integrated<br \/>\ncommunications programs were much more likely to rate themselves as having<br \/>\nabove average communications, believe that their communication efforts have<br \/>\nimproved significantly over the past three years and note other positive<br \/>\nimpacts as seen in the chart below. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"width: 493px; height: 316px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/integrated%20vs%20non-integrated%20communications%20chart.jpg\" alt=\"BarChart_03\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: bold;\">What does integrated<br \/>\ncommunication really mean?<\/span><\/p>\n<p>By our way of thinking, integrated communications means that each communication<br \/>\nvehicle an association uses has a clearly defined content owner, with a clearly<br \/>\ndefined audience, frequency and purpose that is not being duplicated by another<br \/>\ngroup within the same organization.<br \/>\n<span style=\"font-size: 10pt;\">The<br \/>\nsilos that so many of us work in come down, and the entire organization<br \/>\nparticipates, or at least stays well-informed, as to how or what is being<br \/>\ncommunicated to current and prospective members.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The benefits are clear, so why aren\u2019t more associations<br \/>\ndoing it? Put simply: Change is hard, time is finite and associations don\u2019t<br \/>\nalways have the knowledge \u2013 or in many cases, the discipline \u2013 to make change happen.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Our advice: Keep looking for ways to kill those zombies, but<br \/>\nwhen it comes to finding ways to become better marketers and communicators, turn<br \/>\nto the folks around you and to your leadership. Are they well-informed about<br \/>\nwhat it takes to develop a leadership brand? If not, help educate them. It will<br \/>\nbe time well spent.<span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\"><br \/>\n<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">READER NOTE<\/span><\/span><span style=\"font-style: italic; font-size: 10pt;\"><span style=\"font-size: 10pt;\">: Neither Naylor, LLC, nor <\/span><\/span><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Association Adviser <\/span><span style=\"font-size: 12pt;\">e<\/span><\/span><span style=\"font-size: 10pt;\">news<\/span><span style=\"font-style: italic; font-size: 10pt;\"><br \/>\nhas a commercial relationship with any of the vendors and suppliers<br \/>\nmentioned in this article. Inclusion in this article should not imply an<br \/>\nendorsement of the products or services of the companies mentioned<br \/>\nherein.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<table width=\"100%\" border=\"0\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td valign=\"top\"><span style=\"font-size: 10pt;\"><a href=\"mailto:dplotke@naylor.com?subject=Content%20marketing%20and%20zombies\" target=\"_blank\"><span style=\"font-style: italic;\">Dana Plotke<\/span><\/a><span style=\"font-style: italic;\"> has worked in B2B marketing and communications for<br \/>\nmore than 15 years, with a focus on association media and events since 2002.<br \/>\nShe leads the marketing efforts of Naylor, LLC.<\/span><\/span><\/p>\n<div align=\"center\">\n<table style=\"margin: 5px; border: 1px solid black; border-collapse: collapse; width: 100%; background-color: #dcdcdc;\" width=\"\" border=\"1\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<p align=\"center\"><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">Rate this article 5 (Excellent)<br \/>\nto 1 (Poor). Send ratings and comments <\/span><a href=\"mailto:associationadviser@naylor.com?subject=Content%20Marketing%20and%20Zombies\" target=\"_blank\"><span style=\"font-weight: bold;\">here.<\/span><\/a><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt;\"><br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content is only one piece of the puzzle for becoming better association marketers. Can you imagine the positive impact your communications would have if you expanded your thinking outside of content, and looked at integration in a more holistic way?<br \/>\n<em>By Dana Plotke<\/em><\/p>\n","protected":false},"author":28,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-342","post","type-post","status-publish","format-standard","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strength in Numbers: The Power of Integrated Communications - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_342\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strength in Numbers: The Power of Integrated Communications - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Content is only one piece of the puzzle for becoming better association marketers. Can you imagine the positive impact your communications would have if you expanded your thinking outside of content, and looked at integration in a more holistic way? 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