Skip to main content

ACCESSE17 Conference Takeaways: Publications a recurring theme

The annual CESSE conference (Council of Engineering and Scientific Society Executives) has historically been focused on high-level strategy, so when we headed up to Quebec City for this year’s I wasn’t sure I’d be hearing a lot about publications.

But I was surprised at how many discussions—both in the sessions, and in the hallways—revolved around issues that publications really are central to.  The issues themselves are nothing new…
  • Recruiting, engaging and retaining members
  • Building organizational branding and identity
  • Finding effective value propositions for members and prospects at all points in their careers
  • And of course, adding revenue streams
What’s new is that we’re seeing more and better ways of using publication content to address them.  

For example, associations can recruit, engage and retain members by meeting readers where they are, making it easier to find publication content in Google and social media, and reducing the barriers to sampling, with metered paywalls, rather than strict access denieds.  

If you do it right, some of that traffic converts to publication sales and new memberships.  And more of it converts to awareness that your organization is the place to go for information that is both relevant AND credible.  

Another example: repurposing your publication content in continuing education, courses, leveraging existing materials to create offerings that deliver educational outcomes, and can be adapted to each waypoint in the member’s career journey.

A conversation I had on the flight up neatly captured the challenge.  The woman sitting next to me told me she’d recently started her career as an occupational therapist.  She’d had a student membership in her organization—the AOTA—while in school, but hadn’t renewed when that lapsed.  She clearly felt bad about it, and was aware of the research and other valuable contributions the organization made to her profession, but felt she could get the information she needed to do her job from colleagues, and yes, Google.  

Fortunately, AOTA recently started working with Tizra, and hopefully next time I happen to sit next to an occupational therapist, she’ll be reading one of their digital publications.

Comments

Popular posts from this blog

Texas Tech University Center Goes Digital and Reduces Print Budget by 80 Percent

CCFCS curriculum materials hosted by Tizra are winning raves from teachers. After 44 years of empowering teachers with print materials that were aligned with key instructional goals, Texas Tech Curriculum Center for Family and Consumer Sciences (CCFCS) made the bold decision to go 100 percent digital using the Tizra digital publishing platform. At first, the task seemed daunting.  “We printed out a copy of each of the curricula and some of them were four inches thick,” says center director Patti Rambo.  In addition to a massive quantity of materials for its 33 courses with 300-350 teaching strategies per course, the school also needed to meet aggressive revenue goals and appeal to a diverse customer base. The Center’s search for solutions was exhaustive until they were directed to Tizra. “Tizra is flexible enough for us to make up the rules as we go along,” said Rambo. “We were able to design our pages so there’s less scrolling, and we were able to color code the courses

Case Study: ARL Walks the Walk on Accessible Content

The Association of Research Libraries (ARL) provides leadership in public and information policy to 125 research and academic libraries in the U.S. and Canada. A few years ago, in an effort to increase community engagement and reduce costs, ARL made the move from print to digital publications using the Tizra platform. "Our goal was not just to go e-only, but to get there with enhanced functionality," said Publications Program Officer Lee Anne George. When evaluating digital publishing platforms, ARL had some critical requirements including: Support for existing publication formats A full e-commerce platform supporting both free and paid content, as well as password- and IP-authenticated access for individual users or entire organizations Mobile responsive design support Full-text searching including relevancy ranking and linking to specific pages in search and social sharing Support for ARL's digital accessibility mandates After extensive testing, incl

Webinar Sneak Preview: Strategic SEO - Increasing Your Organization's Visibility

Q+A with SEO expert Pam Long of True Digital We caught up with Pam Long and asked her to answer just a few SEO-related questions in advance of her upcoming webinar - Strategic SEO: Increasing Your Organization's Visibility . In this session, Pam will focus on the SEO challenges faced by association and mission-based publishers and organizations, and the Q+A below is just a small taste of the information she has to share, and she'll be taking your questions throughout the webinar! To register for this free webinar which takes place on Thursday, October 12 from 1pm ET - 2pm ET, click here . 1. What's the biggest SEO challenge facing association/mission-based publishers? You need to face the reality that there are organizations out there that have been generating content with the intent of being found far longer than many associations have had digital content available at all. You’re competing against the likes of Google Books and Amazon, who are very, very good