A Recipe Revisited: Blend Content and Commerce Together

By: Ronald M Moen

As associations realize the power of content marketing, AMCs can help their clients reach new levels of success by guiding them toward a blend of content and commerce that puts free and fee resources side by side online and turns readers and visitors into buyers and members.

In March 2013 at ASAE's Great Ideas Conference, Bryan Kelly, director of marketing at Aptify, led an insightful session titled "Tasty Content Members Completely Crave," and he delivered a second course of his message in a follow-up article in April on asaecenter.org. His premise was simply prepared, and perfectly served: "With more and more information pushed at us digitally, the pressure is on associations to deliver content that is both relevant and memorable."...