Association Insight International & European Association Insights Spring 2015 | Page 20

Association Insights | Article

Good content key to

marketing success
By Louise Clarke

As interest in ‘content marketing’ grows, we find out how The Institute
of Marine Engineering Science & Technology (IMarEST) is engaging its
members with valuable, relevant and engaging content.
The internet is awash with the ‘marketing of content
marketing’ as a number of recent social media posts have
highlighted: ‘Content marketing is getting boring. Move on’.
But what is important and does deserve our attention is the
publishing of better, more effective marketing content that
is designed for its target audience.

According to the authors of the book, Valuable Content
Marketing – How to make quality content the key to your
business success, ‘valuable content’ is:

Today’s digital business environment has no place for
the ‘silo’ approach to marketing, sales and online content
development activity.

Clear and compelling – it tells a story that people
understand and respond to

Online search facilities, social media and web content are
all inter-linked and association managers must ensure that
their organisations remain relevant by creating effective
content strategies, keyword searchable optimized content
and good communication practice including use of social
media.

Useful – it educates, informs or entertains
Focused – it’s relevant and meaningful to its target
audience

High quality – it is interesting, well produced with
substance
Genuine - it is written from the heart by people who care.

Content is yet another buzz word, but an important one.
And what matters is that your content is ‘valuable’. Only
high quality valuable content is trusted, read and shared.

20 | © Associations Network 2015

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