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James Wynne
James Wynne

James Wynne is Director of User Experience for Sandstorm and has been in digital product development since 1996. He has worked as a UX designer for a myriad of clients including large eCommerce brands, mobile device manufacturers and integrated marketing agencies.

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Karen Bartuch
Karen Bartuch

Karen Bartuch is passionate about data and uncovering hidden insights to help her clients make better business decisions. She enjoys taking an innovative yet evidence-based approach to her work.

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Ron Brown
Ron Brown

As a digital strategist, Ron is focused on creating campaigns and unique communications that drive engagement.

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Emma Thompson
Emma Thompson

As an Associate Digital Strategist, Emma has a background in ad sales and a desire to create strong brand identities.

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Terribeth Beasley
Terribeth Beasley

As a QA Analyst, Terribeth is detail oriented and driven to provide excellence within every project.

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Amanda Heberg
Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

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Eric Savage
Eric Savage

Eric Savage is a JavaScript Developer with expert knowledge and extensive experience in front-end development.

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Megan Durst, digital strategist
Megan Durst

Building strong client relationships in between running 5Ks

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Bill Kurland, Copywriter
Bill Kurland

Copywriter Extraordinaire

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joshua sovell
Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Jeff Umbricht
Jeff Umbricht

Jeff is an Illinois native with a passion for web development. Making code into great things drives him every day. He’s often busy building awesome experiences for Sandstorm clients, and there’s a high probability that he’s rocking out to metal while he codes.

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John Rausch
John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

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Lisa Goepfrich
Lisa Goepfrich

Lisa is a Digital Strategist who is extraordinarily adept at building visual stories.

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Nick Meshes
Nick Meshes

Nick is Sandstorm’s Director of Analytics and Technology. He’s boosting our quantitative focus. He’s busy increasing our capabilities in web analytics, website optimization testing, SEO, SEM, display advertising, business intelligence, and personalization.

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Alicia Newland age 5
Alicia Newland

Alicia is an Account Director with 15+ years of experience on the agency side. Her first job as a paper carrier back in the 80’s, planted the seed for her dedication to building solid client relationships and her love of media.

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Tracy Graham
Tracy Graham

Tracy is Senior Designer at Sandstorm. His background in design and photography for print and web with experience in multiple industries makes him a Swiss army knife of creative awesomeness.

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Sean Fuller
Sean Fuller

As Technology Director, Sean is a hands-on developer and technical lead on projects. He works with design and strategist teams from kick off through launch to plan, design and execute technical solutions for client projects. 

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Reilly Willson
Reilly Willson

Someday I'll need a real bio, but for now I'm busy creating awesomeness for our clients!

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Amanda Tacker
Amanda Tacker

Amanda is a Digital Strategist with several years of experience on both the agency and client sides, with both B2B and B2C clients.

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Kellye Blosser
Kellye Blosser

Kellye’s unique approach involves a delicate balance of left and right-brained thinking. She most recently hailed from the corporate video world. Here at Sandstorm, she’s excited to bring strategic, innovative thinking to every project.

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Emily Kodner
Emily Kodner

Emily is our Senior Director of Client Delivery. She consults with clients, leads projects and works alongside our team of creatives and developers to provide solutions to complex business challenges.

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Megan Culligan
Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

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Meaghan Glennan
Meaghan Glennan

Meaghan is a storyteller. From the Granite State to the City of Broad Shoulders, she's created impactful true-life tales about people, places, businesses and events. As she guides Sandstorm's story by directing our marketing communications, you'll see a lot of her unique perspective and style.

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Holly Brinkman
Holly Brinkman

Holly's title at Sandstorm Design is Strategy, Research, and Writing, as she does a little bit of everything. She loves clever advertisements, strong brands, social media, and intuitive web sites.

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Matt Chiaromonte
Matt Chiaromonte

Matt is a copywriter and social media guru in Sandstorm’s Internship Program. With a background in marketing, journalism, and improv comedy, Matt brings equal parts knowledge and entertainment to our little corner of the Internet. When he isn’t generating social media content, Matt can be found enjoying pizza, podcasts, and many other things that begin with the letter “p”.

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Amanda Elliott
Amanda Elliott

Amanda Elliott is the Marketing Coordinator at Sandstorm Design. She absorbs the creative energy from our leadership team and facilitates the team so they can focus entirely on solving client challenges. She is passionate about anticipating needs, solving problems, and making projects fun.

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Sharonda Thomas
Sharonda Thomas

Our newest social media marketing and copywriting intern Sharonda has a passion for producing read-worthy content. Knowledgeable with various social platforms she will combine her communications and journalism background with her love of social media to keep our audience engaged. An artist at heart, Sharonda spends her free time cooking, painting, and barbering.

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Karen Boehl
Karen Boehl

Karen does a little bit of everything – webmaster, social media manager and search engine optimizer. She can most often be found on Twitter, in the Usability Lab, or happily buried in the Drupal admin menu.

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Jason Dabrowski
Jason Dabrowski

Jason is one of Sandstorm’s designers and also helps keep the office running smoothly. As a veteran of the theatre—from acting to directing, lighting to set design—he knows the value of hard work and a positive attitude. Look for his unique voice on the blog.

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Nathan Haas
Nathan Haas

Nathan is a User Interface Art Director at Sandstorm. He is a proud alum of The University of Tennessee. His main focus was print design, but he soon realized the potential of pixels. This combination of print and interactive gives him a unique view of design possibilities.

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Kyle Lamble
Kyle Lamble

Kyle is your stereotypical bluehat hacker, by day, who wants you to upgrade your browser to support his love for cutting edge web development techniques. By night, he is a curator and publisher of art. Co-founder of Loosey Goosey Art, Kyle spends much of his off time helping artists find their inner potential.

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Will Biby
Will Biby

Will wears many hats at Sandstorm. From writing web content to executing social media strategies, he is quick to act and insistent on a job done right. Will enjoys writing, so expect to hear from him often on the blog.

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Andy Cullen
Andy Cullen

Someday I'll need a real bio, but for now I'm busy creating awesomeness for our clients!

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Derek Vanderlaan
Derek Vanderlaan

Derek Vander Laan is Sandstorm's Senior Design Architect. With 20 years of experience, he designs web sites, infographics, and interactive digital experiences. His creative skills are always at work either at his desk or plotting a prank for someone else's.

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Andrew Jarvis
Andrew Jarvis

Andrew lives in Bucktown with his wife and three cats in various states of hairlessness. When he's not at Sandstorm doing front-end development he is passionate about creating 3D art.

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Michael Hartman
Michael Hartman

As Sandstorm's Technology and Usability Director, Michael leads our developers and usability researchers in creating web sites and applications—both desktop and mobile—that embody our favorite blend: intuitive user experience and dynamic Drupal development.

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Janna Fiester
Janna Fiester

Sandstorm's Executive Creative Director, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

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Alma Meshes
Alma Meshes

Alma likes to help get things done at Sandstorm. She's worn many hats in her many years here and knows a little bit about everything.

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Sandy Marsico, Founder & CEO
Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Recent Posts

Joshua
Joe Ruel, Front End Developer

Hey there, I’m Joe, the new front end developer here at Sandstorm. I’m beyond happy to be working with such a fantastic team!

Although I didn’t start thinking about being a developer until the latter end of high school, I’ve been interested in using a computer to make things for as long as I can remember. In grade school, I spent hours directing and editing short movies with my friends and family. In college, I majored in interactive media with a concentration in game design, which was my main introduction to the world of development. In addition, I minored in graphic design and computer science, which served as a great foundation for transitioning more and more into web development.

I learned quite a bit during the past couple of years at my job right out of college. I was able to cut my teeth on a lot of different aspects of web development before settling on front end development as my primary passion. I’m excited to contribute to a team that is so passionate about their work, and am looking forward to learning as much as I can in the process.

In my spare time, I’m probably spending way too much time watching the Cubs (I wrote a Twitter bot last year that tweets out whenever the St. Louis Cardinals lose a game), catching some live music, relaxing with a video game, or working on a personal project (which usually never gets finished or sees the light of day, but still serves as a good way to teach myself new things).

 

This blog was posted by Joshua on January 6, 2017.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua

With 2017 right around the corner, the Sandstorm team has been dreaming about what’s to come in the new year. Taking our core values as inspiration (Warrior Spirit, Learning and Sharing, and Have Fun!), we each set a New Year’s resolution. From running 5Ks to learning a new language to dancing more, our goals for 2017 ran the gamut (you can see all of them here).

 

Dreaming is never enough for us, so we activated 6 of our resolutions as GIFs to celebrate the season with all of you.


core value: warrior spirit

resolutions: compete in a 5K race

 

Many of our staff have the classic resolution to run a 5K, but our Copywriter Bill wants to compete in a race to raise money for Open Heart Magic. Bill is a magician for the nonprofit Open Heart Magic, which brings the surprise and excitement of magic to children in Chicago area hospitals.

 

 


core value: warrior spirit

resolution: plan a beautiful wedding

 

Lisa, one of our Digital Strategists, just got engaged! So who can blame her for having the big day on her mind? Her resolution is planning a beautiful wedding and fun reception while keeping her type A personality at bay.

 

 


core value: learning and sharing

resolution: learn a new language

 

Most of our staff have been bitten by the travel bug, but our Creative Director John and Production Designer Jason are taking it one step further by learning Italian and Japanese, respectively.

 

 


core value: learning and sharing

resolution: learn new tech skills

 

Staying on top of the latest tech developments is just part of being a Sandstormer. Andy, our Senior Engineer and Team Lead, is going to extend his knowledge by becoming a Drupal 8 expert and Joshua, our Marketing Manager, wants to master HTML so he can perfect our email newsletters.

 

 


core value: have fun!

resolution: dance like nobody’s watching

 

Our Front-End Developer Adam will be relieving some stress in 2017 by letting loose and not caring what anyone thinks.

 

 

 


core value: have fun!

resolution: I want to be the very best, like no one ever was.

 

Pokemon took over the world this summer, and our office was no different. Interaction Designer Jesse’s new life motto also happens to be lyrics from the Pokémon theme.

 

 

 


Sandstorm is happy to assist in dreaming up 2017 marketing resolutions with you and help activate them in the new year.

This blog was posted by Joshua on December 14, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua

The Initiative for a Competitive Inner City (ICIC) and Fortune has announced that Sandstorm has been selected for prestigious 2016 Inner City 100 list. This recognition places Sandstorm in an exemplary lineage of nearly 900 fast-growing and innovative inner city businesses.

ICIC’s Inner City 100 is an annually compiled and released list featuring high-power, high-potential businesses from around the country with headquarters in inner cities. Each company is selected by ICIC with help from a national network of nominating partners who seek to identify, spotlight, and further enable the named companies’ innovative urban entrepreneurship. Ranked by revenue growth, the esteemed recipients go on to have their names published in Fortune.

Sandstorm ranked 95 overall on the list of 100 and it is the third time we have been honored with this distinction. We reported 2015 revenues of 4.29 million and a five-year growth rate of 117% percent from 2011-2015. In the past year Sandstorm has added a number of new positions, including a Digital Strategist, Marketing Manager, Front-End Developer, Director of Analytics & Optimization and a Creative Director

The full list can be viewed on the Fortune website here.

 “We are extraordinarily proud of these pioneering entrepreneurs who lead the way in economic revitalization in America’s inner cities,” says Steve Grossman, CEO of ICIC, of the list of 100.

The Inner City 100 program recognizes and supports successful inner city business leaders, and celebrates their role in providing innovation and job creation in America’s cities. These companies strengthen local American economies, provide job opportunities for underrepresented communities, and drive forward economic and social development. 

This blog was posted by Joshua on December 7, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua

I can finally break my silence.

 

In July, I was lucky enough to be a part of the first ever screening for Fantastic Beasts & Where to Find Them. While sneak peek screenings seem like a nice movie treat, the studio did it to gather user research on the film. So, in exchange for my feedback, I got to see a highly anticipated holiday movie months before anyone else. I also signed my life away so that I wouldn’t leak any spoilers before the movie was released.

 

But now that Newt Scamander’s beasts have escaped I can share my viewing experience with you.

 

First off, the movie I saw wasn’t even finished. The Demiguise and other beasts were barely animated, and some scenes didn’t have CGI effects at all (we just saw captions about what was supposed to be going on). Also, they added a completely new supporting character and announced Johnny Depp’s cameo as Grindelwald; the movie has clearly changed.

 

The interesting thing is that the studio still wanted feedback on this uncompleted version of the movie. It was finished enough that it ran as a coherent story that could be critiqued, but it was also early enough in the process that changes could be made without costing a fortune.

 

Sandstorm® follows a similar path in project management: We test or get client feedback multiple times throughout a project to gather insights and make small changes along the way. This allows us to create informed designs, manage our resources better, and avoid redoing work because everyone was not on the same page.

 

To find the insights the studio was looking for they utilized 3 user research methods:

  • Survey –Everyone in the theater was asked to fill out a 6-page survey. This included demographic info on the viewers, previous interest in the Harry Potter universe, and what we did and didn’t like about the human characters, beasts and the movie in general.
  • Focus Group – A handful of people stayed behind to participate in a focus group and give more feedback on the movie.
  • Observation–The studio had people stationed all over the theater ready to record the audience reaction (i.e., did a certain scene get the laugh they were expecting?).  

This mix of research methods resulted in both qualitative and quantitative data that the studio used to tweak the movie and the marketing strategy for optimal appeal to no-majs and wizards alike.

 

Sandstorm is ready to apply these research methods, and many more, to help create a magical brand experience for your business.

This blog was posted by Joshua on November 22, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua
user research, UX, usability, World Usability Day, UX research

There seems to be a holiday for everything now, including user experience. And Sandstorm couldn’t help but celebrate it.

The theme for World Usability Day 2016—Sustainable User Experience (UX)—unites UX and sustainability through the shared objective of creating unparalleled experiences. At Sandstorm, we understand the impact UX research and design can have on projects and, most importantly, people.

So we got excited to capitalize on our UX expertise while cleaning up our office recycling habits.

We assembled a team of eco-warriors—aka UX architects and marketing specialists—to investigate our team’s recycling habits. By utilizing user interviews—one of many types of user research—for this project, we were able to better understand current behaviors in the office and identify opportunities for improvement.

We asked our team members questions about their basic recycling knowledge, why they recycle, and what keeps them from recycling at the office. We uncovered two key findings from our research and, as a result, devised four ways to improve recycling.  

Key Findings

  1. The majority of Sandstormers want to, and do, recycle
  2. The most significant barrier to recycling is Sandstormers’ uncertainty as to whether an item can be recycled or not

Ways to Improve Recycling at Sandstorm

  1. Ensure bins are present by every desk and in every conference room
  2. Clearly communicate what can and cannot be recycled
  3. Reduce plasticware/food waste
  4. Explore purchasing a dishwasher

Usability is about tweaking what you currently have to create a more effective experience; our user research showed that—with Sandstormers already in the habit of recycling—we need only to implement a few minor changes to encourage greener behaviors. 

And just because we have action items now doesn’t mean our process is over. We will continue to track office recycling, and do follow up user research, to ensure office recycling is optimized for a greener tomorrow.

This blog was posted by Joshua on November 10, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

Joshua
Alliance for Audited Media, AAM, Responsive Website, Web Design, Web Development, Content Audit

Here at Sandstorm we don’t simply “refresh” a website, we help businesses evolve their brand. Which is exactly what we did for Alliance for Audited Media (AAM) when they wanted their website to project a more modern feel with digital prowess. 

Our first move was a content audit to get our arms around the site and understand the complex mission of AAM (empowering media professionals with trusted verification and data). From there we created a set of information architecture (IA) guidelines that informed the responsive website design. Through our thoughtful research and strict IA guidelines we were able to deliver a new website, with approachable messaging, that spoke to their various audiences. 

This blog was posted by Joshua on October 28, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

John
content strategy, storytelling, science of storytelling, content marketing strategy

As more brands tap into the power of stories to transform their identities and elevate their market presence, content marketing strategies become ever more essential.

Smart companies make their brand story the cornerstone of their content marketing strategy, ensuring the content they create across all media is aligned to the right platforms and consistent with the brand narrative.

“Marketing is no longer about the stuff you make,” Seth Godin reminds us, “but about the stories you tell.”

And for good reason—stories are a powerful tool in human communication. From the tales of the hunt shared by our primitive forbears as they crouched around the fire, to the well-worn narratives we tell children at bedtime, stories provide an integral means of connecting.

But what is it about stories that makes them so powerful?

Research indicates that the human brain responds to the descriptive power of stories in deeply affecting ways, influencing both the sensory and motor cortex. To read a story—or have one told to us—is to feel an experience and synchronize our minds with the subject of the story.  

In a recent Princeton study, researchers call this synchronization neural coupling.

Through neural coupling, a speaker and a listener share a story that allows their brains to interact dynamically. During the process of storytelling, similar brain activity occurs in both people simultaneously, affecting the same areas of the brain.

If the story is effectively told, the listener’s brain activity mirrors the speaker’s activity. Successful neural coupling produces greater comprehension, understanding, anticipation and receptivity.

The net effect of these qualities is trust. A storyteller can literally generate trust in the audience.

But how do you achieve this?

Here are a few characteristics of a compelling story:

  • It's true. Make truth the foundation of everything you create. Your marketing content should feature real people, real situations, genuine emotions and facts. It should explain, in terms people can relate to, how your brand adds value to the lives of your customers.
  • It's human. Even if your company sells to other companies, focus on how your products or services touch the lives of actual people. Empathy for the target is essential. When writing about people, be specific enough to be believable and universal enough to be relevant.
  • It's original. Your story should offer a fresh perspective: What's interesting about your brand? Why should people care?
  • It serves the customer. If your brand story comes off feeling corporate-centric, you’ve lost the target and may never get them back. People want to read about themselves—so make sure that’s what your brand story is all about.

A great story, expertly told, builds a strong bond with your audience. Incorporating storytelling into your content marketing strategy helps you make a powerful connection and deliver your message in a profoundly personal way.

Sandstorm helps clients develop content marketing strategies and write brand stories that resonate with target audiences and build the key elements that produce trust. Let us help you write yours.

This blog was posted by John on October 20, 2016.
John Rausch

About the Author

John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

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Joshua
Responsive web app

While it would have been easy to take a don’t-mess-with-success approach, our warrior spirit drove us to collaborate with a large insurance company's federal employee program to further optimize their existing responsive web application (which we built a year earlier) to continue to increase online enrollment.

We started with a thoughtful review of their Google Analytics and conducted a heuristic analysis of the app. This allowed us to dig into the data analytics and find new opportunities to improve the application. Combine that with our existing expertise in the FEP program, and we were able to make some adjustments and update the overall interface to provide their users with an even more intuitive tool to help them find a benefit plan that fits their needs.

Sandstorm® is ready to help you develop a web app to convert your users.

This blog was posted by Joshua on October 19, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

Joshua
Sandstorm Staff, our culture, Super Secret Event, Sandstorm Hunt

In the spirit of our 3rd core value, Have Fun, each year Sandstorm has a Super Secret Event! Our Co-Captains of Fun, Alicia Newland & Nathan Hass, plan everything with our CEO Sandy Marsico. In past years we have gone to a Cubs game, an arcade & bowling.

This year we grabbed lunch at Emerald Loop, to ensure everyone was maxed out on energy for the main event: a scavenger hunt. The staff broke up into 5 teams for a digital scavenger hunt taking us all over the loop. The riddle clues led us to familiar landmarks like the Chicago Theater & the Chicago Cultural Center, and some interesting new places like Harlan J. Berk Ltd., coin dealer, looking for trivia answers. Some of the clues were a little more active and we had to snap a picture of the team doing ballet outside of the Joffery Ballet, posing on 1 leg with Calder’s Flamingo statue in Federal Plaza and double-checking the time with the famous Marshal Fields Great Clock.

 

Our core values help us accomplish our mission: to create a place for like-minded people to have fun & do things in a way that hasn’t been done before. We understand that some of the best ideas come from giving our inner-selves a place to explore & play. Beyond our Super Secret Event, we keep the fun rolling with a Guac Off, Halloween Costume Contest, Holiday Pajama Day and other pop up events throughout the year.

If “Have Fun” is one of your core values, check out our join the team page for open positions and to submit your resume. 

This blog was posted by Joshua on October 14, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Sandy
Content strategy for Associations

 

There is an insane amount of content being produced today, and it’s only going to accelerate. Content Marketing Institute reports 69% of marketers are creating more content now vs. just 1 year ago, and 48% of marketers say they publish content either daily or multiple times per week. In addition, highly-funded, rapidly growing online education startups (Khan Academy, edX, Coursera) are potentially putting your association’s educational content at risk and adding to the content storm.

To help cut through the noise, a content strategy—or a “content framework”—can be your association’s filter as you plan, develop and manage your content. How nice would it be to have the confidence to say “yes” or “no” to a content topic based on your content strategy, not to mention leadership support? 

To start crafting your content strategy, follow these 5 steps:

Step 1 - Know the problem you are trying to solve
Have you defined the goals your association is trying to reach via content (increase member engagement, attract new members, increase event registrations, etc.)? Knowing from the beginning what your goals are, and getting alignment from your team, will create a more focused content strategy. It sounds basic, but I can’t tell you how many times goals are misaligned, not written down and not agreed to.

It’s also important to get to know your members’ goals. People are afraid they are not relevant anymore because they can’t keep up. Meet people where they are at—keep people relevant. If you did nothing today, but used relevancy as your filter, how much content would you have left? How useful is some of your existing content from just a few years ago?

Step 2 - Really get to know who you are trying to reach
Understanding whom you are writing for is key to content strategy, but you should not assume anything. Do your research to confirm who your members are and uncover new insights. You can conduct 1-1 user research interviews with your members and non-members to learn what type of content they want from you, identify content needs during a usability study, or even send out a survey if your association doesn’t already do that too often. For the best results, speak with members, instead of just your board and volunteers.

Step 3 - Establish your association’s voice & tone
All of your content needs to sound like it is coming from 1 voice, even though you probably have several people writing for you. You may even have volunteers, sponsors, and members writing too! Will you speak in the first person or third person? Conversational, formal, or business casual? Defining this as part of your content strategy will help create a unified voice and tone across channels, and give you guidance as you write, edit and govern your content.

Step 4 - Align your stakeholders and focus your communication
Build a content strategy statement, that can be used as a dual-filter, to omit what content you don’t need and to produce new content in line with your goals. Just like a garden, you need to weed out underperforming content to allow other content to thrive.

Step 5 - Develop a content plan
A content plan helps you define your channels, audience, purpose, topics and goals. Understanding where to deliver your content can be just as important as what content you create. Don’t feel like you need to use every channel, and reuse or edit content to fit the platform and audience (a presentation can be a webinar, video, slideshare or a blog). It’s also really great to have a plan so you know where to put that last video that was just created, or photos from your annual meeting. Many associations blast the same content to every channel, even though they know they shouldn’t, simply because there was no strategy or plan.

Wrapping Up
Without a content strategy, your association may be wasting a lot of time, money and resources. Relevant content comes from the intersection of what you think is important and what interests your members. I’m confident that your association can create stellar, focused and insightful content by taking a little time upfront to develop your content strategy.

Prefer some help?
Sandstorm® has been helping associations conduct member research, identify content requirements, and craft their narratives through content marketing for almost 20 years. And our in-house team of UX strategists and website engineers build beautiful, data-driven websites that make content easy to find, easy to consume, and easy to share. Reach out if you want to talk through how we can help!

This blog was posted by Sandy on October 6, 2016.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

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