ON THE PAGE
St. Croix Press, Inc. is
a short to medium run
catalog and magazine
printer. We offer full
service from pre-press
to mailing fulfilment.
Expect juicier printed
images, and one on one
with a sweet end result.
St. Croix Press, Inc.
Tel: 1 800 826 6622 Fax: 715 246 2486
1185 South Knowles Avenue
New Richmond, WI 54017
Make your content easily sharable.
Every piece of content should have its
own unique URL that can be cut and
pasted easily. That means no pop-up
windows allowed, since those tend to
obscure the content’s URL. Also consider adding sharing tools that make
it very easy to post your content to
services such as Facebook, Twitter,
LinkedIn, and others.
Ask members to share your content. Educate members about sharing
your content and the benefits of doing
so. Don’t focus so much on the benefits to the organization, but do focus
on how it will benefit them, their field,
profession, or industry. Your members
can be a key part of raising the association’s profile online. This education
is particularly important when first
starting out with growing the word-of-mouth spread of your content.
TREND No. 5
ABOUT YOUR CONTENT
Finally, there are numerous tools and
services you can use to track the impact
your content, organization, and mission
are having online in the global conversation that is the modern World Wide Web.
Some are free, such as Google Alerts,
while other pay services exist that provide
more formal reporting.
In tracking conversation about your content, here are a few key things to look for:
Track mentions of your web site
domain name. Set up search alerts
YOUR MEMBERS CAN BE
A KEY PART OF RAISING
for the domain name of your association or publication. If the publication
has an easily identified address, track
that as well. This will let you know
when others link to you online.
Track publication titles. Set up
alerts for the titles of your magazines,
books, and other publications. This
will let you gauge how effectively
they are spreading online.
Engage and comment. When people are talking about you or your
publications, it’s OK to join the conversation! If fact, it’s even desirable.
Thank people for kudos and show
you are listening to critiques. This
can help to moderate the negative
and encourage the positive, while also
providing highly valuable intelligence
to your organization.
Technology has been a driver of publishing
innovation since Gutenberg came up with
the bright idea for moveable type. The
trends discussed here are all significant drivers in the content publishing industry today.
Determine which of these has the most
applicability to your association’s operations, goals, and membership and explore
how you can leverage it to greatest effect.
This is a great time to be a publisher if
you open yourself to reinvention in the
pursuit of your goals.
C. David Gammel, CAE, is
president of High Context
Consulting. Gammel is a consultant, speaker, and author
who helps his clients bring their
mission to life online. You
may enjoy his blog
( www.highcontext.com) or contact him at