Connect. The Network Media Partners blog.

Content is king for suppliers too

December 10, 2009

Associations have an opportunity to provide valuable information to members while generating revenue from industry partners

More and more, industry suppliers are looking for a place to connect with their audience in a more meaningful and useful way. The trend toward content marketing—providing in-depth and targeted content to a qualified audience—means that associations have an opportunity to provide an additional layer of information to their members. Here are a few ways you can incorporate sponsored content into your overall communication strategy.

Online

Allow online ad space to include a preview of an advertiser’s YouTube video and encourage suppliers to connect their online advertising to their YouTube channel.

Create an online marketplace library where suppliers can submit their white papers, case studies and custom content that is directly related to members’ needs.

Use your digital publication supplier to create a digital version of a supplier’s in-depth content, such as a multi-page product or service brochure.

In Print

Create dedicated space in your publication for a featured supplier’s message that fits well with an issue’s theme or focus.

Go beyond listings in a buyer’s guide or vendor directory. Allow space for company profiles or expanded product or service explanations.

In Person

Incorporate live demonstrations at your next event…and not just on the exhibit hall floor. Integrate vendor showcases into meeting events by organizing vendors by trends in technology and innovations.

Host sponsored webinars, with appearances by association staff and supplier spokespersons.
Catering to those suppliers who are looking for content marketing opportunities spells increased information for your members, as well as the potential to increase revenue that comes from those partners.

Filed under: ad sales, custom publishing, design, exhibits and events, marketing, new media

Tags: association ad sales, association increase revenue, content marketing, digital publication, exhibit hall, multi-media, online ad space, print publication, qualified audience, vendor showcase