{"id":3485,"date":"2014-02-27T21:04:53","date_gmt":"2014-02-27T21:04:53","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=3485"},"modified":"2020-02-28T21:47:56","modified_gmt":"2020-02-28T21:47:56","slug":"effective-content-marketing","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/effective-content-marketing\/","title":{"rendered":"A Deep Dive Into Effective Content Marketing"},"content":{"rendered":"
\"Tamara<\/a>
Tamara Groom, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n

You might not expect an association that focuses on underwater operations to be groundbreaking when it comes to their social media and content marketing, but that\u2019s part of what makes ADCI so interesting.<\/p>\n

\"logo\"When Naylor editor Sean Garrity first took over the Facebook account<\/a> for the Association of Diving Contractors International (ADCI), they only had around 100 followers. Anyone who has ever tried to drum up Facebook followers on a business page, especially one not related to fashion, beauty or entertainment, knows the pains of such an endeavor. Today, ADCI has more than 1,500 followers. He\u2019s had similar success with their LinkedIn account<\/a> which now has 1,473 followers.
\n\"Tweetables\"<\/a><\/p>\n

 <\/p>\n

If you want to find loyal followers you have to fish in the right sea with the right bait.<\/p>\n

Once you find your audience, sustain them by providing relevant content on a regular basis.<\/p>\n

Keep track of industry news so that you don’t miss a chance to share past content when it becomes relevant again.<\/p><\/blockquote>\n

 <\/p>\n

Background:<\/strong><\/p>\n

In 2008, the Association of Diving Contractors International (ADCI) partnered with Naylor for help producing, marketing and monetizing their publications. Over the years, ADCI\u2019s media brand evolved from a print-only publication to a full suite of print and digital media products. This evolution was the focus of an Association Spotlight<\/a> article covered by Association Adviser<\/em> back in 2011. But their evolution didn\u2019t stop there.<\/p>\n

In late 2012, when Content 360 was still in development, ADCI was the first association to sign up for the pilot program. Content 360 is a content strategy program which is designed to increase communication effectiveness for associations. The program provides associations with a dedicated editor to develop a consistent voice across media channels. \u00a0Sean Garrity had already been serving as the dedicated editor for all ADCI media produced by Naylor since 2008 but under this new content model he also began to oversee their social media channels (LinkedIn and Facebook) as well as write the scripts for ADCI TV.\u00a0Association Adviser <\/em>caught up with Garrity to find out how he did it.<\/p>\n

Association Adviser: We know that gaining followers on Facebook can be a real challenge. Tell us about the success you<\/strong>\u2019ve experienced with <\/strong>the ADCI page<\/strong><\/a>.<\/strong><\/p>\n

Sean Garrity:<\/strong> Yeah, I think a lot of people just use Facebook socially to connect with their friends and they don\u2019t want business news encroaching into that. But I think people respond to the type of content we share through the ADCI page because it has to do with safety and different communications that are important to people with an interest in the industry.<\/p>\n

I\u2019ve developed a new strategy recently where I\u2019m sharing their content with other industry trade groups on Facebook in a way that directs those followers back to the ADCI\u2019s page. Those that find the content relevant will \u201cLike\u201d our page before leaving and this has started to grow our following exponentially.<\/p>\n

AA: And you<\/strong>\u2019ve had similar success on LinkedIn. Are you using the same types of posts?<\/strong><\/p>\n

Sean Garrity: <\/strong>The stuff that I share on LinkedIn sometimes differs because I share things with different groups than I do on Facebook. The clients that hire diving contractors have a lot of different groups on LinkedIn and I\u2019ll share different content with those guys because they don\u2019t really care about a new regulation for commercial divers, or things like that, what they want to know is: \u201cHow are we gonna get this job done safely?\u201d This is really what the ADCI\u2019s main message is, it\u2019s all about safety and communication and making sure that clients know that if you\u2019re an ADCI contractor (general member) that you\u2019re going to be the best company qualified to carry out whatever underwater operations you\u2019re hired for.<\/p>\n

AA: So tell us about <\/strong>ADCI TV<\/strong><\/a>. What is the main focus of the videos that you produce for them?<\/strong><\/p>\n

SG: <\/strong>The main series that launched in late 2012 was a client education series, which allows diving contractors to show their clients what\u2019s at stake in performing some of the underwater operations and the importance of hiring qualified and experienced contractors to carry out the work and dive in their facilities. These are the videos that I\u2019m sharing on LinkedIn.<\/p>\n

The goal of the ADCI is to promote safety throughout the industry. Even if you\u2019re not an ADCI member, we still want you to adhere to these standards and make sure that you and your clients are aware of how to conduct safe diving operations. So these videos act as an outreach to clients to ensure they\u2019re educated.<\/p>\n

All ADCI general members are subject to an audit upon joining the association to ensure they adhere to the ADCI\u2019s International Consensus Standards for Commercial Diving and Underwater Operations. This works as an assurance to clients that ADCI contractors are qualified because they\u2019ve been vetted through the association and that they carry all the necessary insurance, etc.<\/p>\n

\u201cThis industry leans heavily on ADCI for guidance on safety and training information that keeps their members safe on the job and our goal is to provide them with that information in as many timely and easily accessible formats as possible. We have greatly increased our social media presence so that members are able to get their hands on this information quickly and as it becomes available on platforms that members use regularly. ADCI has done an excellent job of working with Naylor to come up with the best vehicles and messaging to get this information distributed out to the membership. They are always so open and willing to try new strategies, which makes it a very successful experience for the entire ADCI\/Naylor team.\u201d – Kaydee Currie, marketing specialist for ADCI<\/p><\/blockquote>\n

AA: What about Underwater Magazine<\/em><\/a>? We know that it\u2019s ADCI\u2019s flagship publication, so is that something you\u2019re sharing online as well?<\/strong><\/p>\n

SG: <\/strong>Yes. The digital edition has an email distribution list of 5,000 (which is a third of the print edition) but the reach is far beyond that since I\u2019ve started sharing the magazine online. For instance, just one of the Facebook groups I share it with has 20,000 members.<\/p>\n

I\u2019ll share past issues, now and again, like if there\u2019s something in the news that relates to a story that we covered in a previous issue. For instance, a couple of years ago we ran a story on Amelia Earhart and the use of high-tech ROVs and AUVs to try to find fragments of her plane. And just a couple of weeks ago they found a piece, so that story is back in the news. This gave me an opportunity to share our story again, so people are directed back to UnderwaterMagazine.com<\/em><\/a>.<\/p>\n

There was another story where a tugboat sank off the coast of Nigeria. As it sank it tipped over, and was then submerged 100 ft below the surface. Two days had passed and everyone was presumed dead. Some divers went down to do recovery and while they were down there, one of the divers felt someone tap him on the shoulder\u2026there was a guy that had been surviving in an air bubble for the last 48 hours, alone in the pitch black. It eventually made the Today Show<\/a>, but we had the story<\/a> months earlier. So we scooped the Today Show and then were able to share that content again when there was a resurgence in interest.<\/p>\n

Tamara Groom is a marketing specialist with Naylor Association Solutions.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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