Written by: Vickie Sullivan | March 01, 2018
This Association Trend Will Impact Your Content Marketing
Many thought leaders connect with associations not only for speaking opportunities but also to deliver content to new readers. According to a recent report by association management giant Smith Bucklin, that effort just got harder.
It’s a long read, but it’s worth it. Pay attention to sections #3, which touts sponsored content. Yes, these folks have always contributed. The change is in new opportunities just for them.
Example from the article:
The Bank Insurance & Securities Association (BISA) launched a stand-alone website called Portfolio that features sections such as Leadership Perspectives. It’s a section for paying sponsors to publish articles. Another opportunity BISA provides for sponsored content is a weekly e-newsletter for members that focuses on timely industry news. Again, it’s for paying sponsors only.
Listen: Vickie’s best ideas to navigate the sponsorship terrain
This development impacts thought leaders in two ways:
First, for associations where experts pay for the “privilege” to speak, don’t be surprised if this additional promotion becomes an upsell.
Second, these outlets cut out any “free” opportunities for smaller players to get their message out there.
This is part of an overall “pay to promote” trend I’m seeing everywhere. As attention becomes currency, thought leaders will have to adjust the distribution aspect of their content marketing plans.
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