Association publishers: Do you look at the typical lifecycle of memberships in your organization? And, do you strategically plan your communication and content – across multiple platforms – so that it supports membership retention throughout that lifecycle? Maybe even extends it?
Chris Bondy, Gannett Distinguished Professor at the Cross-Media Innovation Center at RIT – School of Media Sciences, posits that you should.
“Modern audiences rely on a variety of sources to seek out information and communities that align with their interests. The reality of today’s content-centric, device-agnostic marketplace demands transformation in the way publishers strategize, conceptualize, compose, and deploy content. Communities and content are now stitched together into a mosaic-like fabric of integrated cross-media communications. In order to remain relevant, content creators (i.e., publishers) must anticipate the needs and wants of their target audience, then know how to deliver the ‘right content, in the right media, at the right time.’
“…Embracing this challenge requires rethinking all aspects of your publishing operation, beginning with examining what business you are actually in.”
In his 16-page white paper, Chris walks us through the process of building a cross-media lifecycle platform – a concept that applies to any type of publisher, not just associations.
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