{"id":5614,"date":"2016-03-23T09:00:21","date_gmt":"2016-03-23T13:00:21","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=5614"},"modified":"2019-11-05T19:58:09","modified_gmt":"2019-11-05T19:58:09","slug":"from-good-to-great-part-2","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/from-good-to-great-part-2\/","title":{"rendered":"Taking Your Member Magazine From Good to Great: Part 2"},"content":{"rendered":"<figure id=\"attachment_5600\" aria-describedby=\"caption-attachment-5600\" style=\"width: 105px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"wp-image-5600\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Heather-Williams-150x150.jpg\" alt=\"Heather Williams, Naylor Association Solutions\" width=\"105\" height=\"105\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Heather-Williams-150x150.jpg 150w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Heather-Williams.jpg 300w\" sizes=\"(max-width: 105px) 100vw, 105px\" \/><figcaption id=\"caption-attachment-5600\" class=\"wp-caption-text\"><em>Heather Williams, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n<p><em>A three-part series to uncover your member magazine\u2019s greatness and peak its potential.<\/em><\/p>\n<h3>Part 2: Marketing, promotion and\u00a0branding<\/h3>\n<p>On\u00a0Monday, we introduced a three-part series aimed to help you take your association magazine to the next level.<\/p>\n<p>For <a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/taking-member-magazine-good-great\/\">Part 1<\/a>, we tackled content strategy. Your magazine\u2019s content \u2013 and how you go about pulling it all together \u2013 is the foundation on which you can start to build the rest. Now that you have a good understanding of some of the main components of\u00a0a magazine\u2019s content strategy, we\u2019re ready to move on to marketing and promotion of your magazine. If you\u2019re going to have a great magazine with great content, you\u2019ve got to make it known.<\/p>\n<figure id=\"attachment_5618\" aria-describedby=\"caption-attachment-5618\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-5618 size-large\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Market-and-promote-your-member-magazine-1024x526.jpg\" alt=\"If you heavily promote and talk about your association magazine, then members will be more inclined to follow suit and talk about it as well.\" width=\"580\" height=\"298\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Market-and-promote-your-member-magazine-1024x526.jpg 1024w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Market-and-promote-your-member-magazine-300x154.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Market-and-promote-your-member-magazine-768x394.jpg 768w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Market-and-promote-your-member-magazine.jpg 1200w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-5618\" class=\"wp-caption-text\"><em>If you heavily promote and talk about your association magazine, then members will be more inclined to follow suit and talk about it as well.<\/em><\/figcaption><\/figure>\n<h4><strong>Are we effectively promoting the magazine and its content to our members?<\/strong><\/h4>\n<ul>\n<li>\n<h5><em>Promote it like you mean it.<\/em><\/h5>\n<\/li>\n<\/ul>\n<p>So you\u2019ve created an issue, it went to press and it\u2019s now hitting members\u2019 mailboxes. You\u2019re done, right?<\/p>\n<p><em>Nope<\/em>. Not yet. This is when it becomes critical to make the content\u00a0well-known. Relying on members to pick up their issue and read it cover to cover is asking a lot. Most won\u2019t read the content you&#8217;ve worked hard to create without a little nudging.<\/p>\n<p>Look at it like this: you invested all this time into creating a product you\u2019re proud of, then when its released, instead of sharing it with the world you unintentionally sweep it under the rug and move on? If you do that to your magazine, your members will, too. Articles, features and the magazine in general should be heavily promoted on social media (and on more than one social platform) and in other member communications (think about your weekly newsletter or anything else you\u2019re pushing out to members). Links to the digital edition\u00a0should be prominently displayed on the home page of your association\u2019s website (yes,\u00a0<em>home page<\/em>). Print versions of your member magazine\u00a0should always make a public appearance at your association&#8217;s events and should be included in new member welcome\/orientation packets.<\/p>\n<p>If you don\u2019t show that, as an organization, you truly value your flagship magazine, then members won\u2019t value it either. If you heavily promote and talk about your association magazine, then members will be more inclined to follow suit and talk about it as well. They\u2019re taking cues from you, so show them that your magazine is an important part of your association\u2019s member communications.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Does it fall short of effectively integrating association events?<\/strong><\/h4>\n<ul>\n<li>\n<h5><em>Be thorough when integrating your event marketing efforts.<\/em><\/h5>\n<\/li>\n<\/ul>\n<p>More to come on this in Part 3, but your association should fully entwine your business objectives (and overarching goals) into your magazine, and should not leave potential content your annual conference offers to your magazine out in the cold.<\/p>\n<p>I\u2019m sure increasing event attendance is on your list of goals \u2013 or has been, or should be. It\u2019s one thing to\u00a0<em>mention<\/em>\u00a0events in your member magazine, but it\u2019s another thing to\u00a0<em>integrate<\/em>\u00a0event marketing efforts completely with valuable content that members will love.<\/p>\n<p>Have you asked\u00a0speakers to write articles based on their speaking engagement(s)? Are you engaging members and asking about their experience at past events (to demonstrate the value of attending from their perspective)? Are you adequately covering events as they happen to highlight award winners, big moments and your industry\u2019s game-changers?<\/p>\n<p>Go beyond the typical, boring save-the-date announcements, and promote your event in a way that offers value back to your members. Pitch them on the event\u2019s valuable content <em>through<\/em> content, and they\u2019ll stay attuned to your magazine whether they\u2019re able to attend an event or not.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<figure id=\"attachment_5617\" aria-describedby=\"caption-attachment-5617\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-5617 size-large\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Make-your-brand-stand-out-1024x674.jpg\" alt=\"Your member magazine should be able to stand alone as its own brand \u2013 independent from your organization.\" width=\"580\" height=\"382\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Make-your-brand-stand-out-1024x674.jpg 1024w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Make-your-brand-stand-out-300x197.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Make-your-brand-stand-out-768x505.jpg 768w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/03\/Make-your-brand-stand-out.jpg 2048w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-5617\" class=\"wp-caption-text\"><em>Your member magazine should be able to stand alone as its own brand \u2013 independent from your organization.<\/em><\/figcaption><\/figure>\n<h4><strong>Does the magazine have its own brand, and how does it support your association\u2019s image, mission and the industry at large?<\/strong><\/h4>\n<ul>\n<li>\n<h5><em>Don\u2019t be afraid to stand out.<\/em><\/h5>\n<\/li>\n<\/ul>\n<p>A member magazine can and should be one of your strongest tangible member benefits. It\u2019s a unique tool that an association should use to convey its influence and leadership in the industry. It needs to support the association\u2019s mission and vision, and should live and breathe to support the association\u2019s brand.<\/p>\n<p>Are you\u00a0<em>the<\/em>\u00a0lead\u00ad\u00ading resource for information in your given industry? Your magazine should convey that. Are you leading the conversation about the latest trends and their effect on the industry? Your magazine should be leading those discussions.<\/p>\n<p>In addition to being integrated with\u00a0your association\u2019s communication objectives, your member magazine should be able to stand alone as its own brand \u2013 independent from your organization. Why not have a magazine that\u2019s so well-done that everyone wants a subscription? Then lo and behold, they learn that your association is the publisher and the powerhouse behind the brand? This only further solidifies your association\u2019s place in the market as a true industry leader and resource.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Claim your spot as an industry leader<\/strong><\/h4>\n<p>To recap: first comes content strategy. After all, content is the foundation upon which to build a reputable and engaging member magazine. And once you\u2019ve set your content strategy path, next you have to commit to marketing and branding the publication effectively. Don\u2019t let opportunities pass you by (hello, trade show!) or be afraid to stand out in all the right ways.<\/p>\n<h4>Takeaways from Part 2:<\/h4>\n<ul>\n<li>Promote it like you mean it. Yep, on your home page and especially on social media.\u00a0<a href=\"http:\/\/ctt.ec\/da72D\"><img loading=\"lazy\" decoding=\"async\" class=\"align:none wp-image-3157 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/08\/LilTweetablesSmall.png\" alt=\"LilTweetablesSmall\" width=\"17\" height=\"15\" \/><\/a><\/li>\n<li>Integrate your magazine marketing efforts. Use other association content sources as the gold mines they are.\u00a0<a href=\"http:\/\/ctt.ec\/8u5fb\"><img loading=\"lazy\" decoding=\"async\" class=\"align:none wp-image-3157 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/08\/LilTweetablesSmall.png\" alt=\"LilTweetablesSmall\" width=\"17\" height=\"15\" \/><\/a><\/li>\n<li>Don\u2019t be afraid to stand out. Lead discussions and position your association as the trusted industry leader.\u00a0<a href=\"http:\/\/ctt.ec\/5xpXD\"><img loading=\"lazy\" decoding=\"async\" class=\"align:none wp-image-3157 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/08\/LilTweetablesSmall.png\" alt=\"LilTweetablesSmall\" width=\"17\" height=\"15\" \/><\/a><\/li>\n<\/ul>\n<p>The\u00a0<a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/from-good-to-great-part-3\/\">third and final part in our series<\/a> is aimed at the business aspects of an association magazine. In this final part, we\u2019ll cover clear-cut, best practices that will improve the way you go about running your magazine.<\/p>\n<p><em>Heather Williams is a content strategist with Naylor Association Solutions. She also runs <\/em><a href=\"http:\/\/www.inspiredstrategist.com\/\"><em>The Inspired Strategist<\/em><\/a><em> blog.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once you have a good understanding of some of the main components of a member magazine\u2019s content strategy, you&#8217;re ready to move on to marketing and promotion . If you\u2019re going to have a great magazine with great content, you\u2019ve got to make it known.<\/p>\n","protected":false},"author":36,"featured_media":7198,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[1039,456,696,1040,1041,1042,1037],"class_list":["post-5614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","tag-association-brnading","tag-content-strategy","tag-event-marketing","tag-intergrated-marketing","tag-magazine-branding","tag-magazine-marketing","tag-member-magazine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taking Your Member Magazine From Good to Great: Part 2 - Association Adviser<\/title>\n<meta name=\"description\" content=\"If you\u2019re going to have a great member magazine with great content, you\u2019ve got to make it known. 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