Trade Shows, Conferences, Conventions: What’s the Difference?

trade shows, conferences, conventions... what's the difference?

Defining the Difference of Specific Industry Events

For those of us in the association industry, public outreach is crucial. In order to make an association successful and continually increase your membership, you need the public eye’s attention. Usually, we would do this at events specifically designed to bridge the gap between associations and potential new members. There are a few terms for events like these. Such as a trade event or show, an annual conference, or a convention. But do you know the difference between these terms? 

If I were to tell you that an international conference and a science fiction convention happening at the Las Vegas convention center were different, you’d think, “no brainer”. However, the differences are more subtle than that. So let’s talk about the differences between conferences vs. trade shows vs. conventions. 

What is a “Conference”?

In the most basic sense, a conference is a gathering of experts in a certain field of academia or industry. The purpose of this meeting can differ slightly, but the idea is for these experts to exchange information they’ve learned, and to come up with possible solutions for problems the industry or group might be facing. 

Typically a conference will have a keynote speaker that will address the group as a whole with a keynote speech. Usually, a keynote speaker will be some sort of celebrity or another person of note within the field or industry. This is done in an attempt to make the show attractive for potential attendees.

conference

What’s the Best Use for a Conference?

In order to discuss the best use of a conference, first, we have to acknowledge that there a couple of different kinds of conferences. 

  • Academic conferences are held by scientists or academics with the intent of sharing research or performing a workshop.
  • Business conferences are industry-specific events. Members of the industry will meet to discuss trends and patterns happening in relation to the industry. They might also discuss new ideas for innovation, invention, or opportunity.
  • Trade conferences are attended by businessmen and women as well as members of the public. The public is given the opportunity to make connections with businesses and network with vendors. 

What’s a Famous Conference that I’ve Heard of? 

The most famous conferences are probably held by the United Nations. They meet annually in September or at special request by the Security Council. The goal of the U.N. is to secure peace for the world, and this is always the topic of discussion in some form or another. 

Perhaps recently you’ve seen Swedish environmental activist Greta Thunberg speak at the U.N.’s climate change conference. The U.N. conference is always featured in the news, however, young Greta received a lot of press being a speaker at the young age of 15. 

How is it Different?

The biggest difference in conventions is that their intentions are to spread information more than for business networking. While the exchange of money is not forbidden by the nature of a conference, that is not usually the aim. Trade shows are meant for the dissemination of ideas in regards to business and industry, but conferences tend to focus more on humanitarian efforts and education. While the exchange of money is not expressly forbidden at a conference, it’s certainly not the focus. 

what is a trade show?

What is a “Trade Show”?

A trade show is a very particular kind of event. A trade show is an exhibition for companies or associations from a specific industry to show off new products and services they’re offering. These trade shows are not commonly open to the public. However, it is specifically for industry professionals looking for new products and services. Other attendees might include company representatives and members of the press. 

People usually find association trade shows by finding applicable groups in the Encyclopedia of Associations published by Gale Research. They may find the shows these groups attend in magazines, newsletters, or even posted at the public library (among other places as well). 

To find a trade show happening in your region, check with the local convention centers. Trade shows take a lot of planning and need to be booked months in advance. So, chances are, there’s already a trade show coming up in your area that you’d be interested in. 

trade shows vs conventions

Why Would I Attend a Trade Show?

The most basic reason you would want your association represented at a trade show is to influence other groups in the industry. According to a study published by the Center for Exhibit Industry Research (CEIR), “91% of attendees believe trade shows are the number one source of information to help them make purchasing decisions.”

That’s a huge number, especially considering that this is coming from the mind of the consumer. In other words, not what the association professionals think is happening. Trade shows can be an extremely invaluable source for getting information to the men and women your association wants as members. 

What’s a Big Trade Show that I’ve Heard of? 

If you’re at all familiar with trade shows, you’ve probably heard of the Consumer Electronics Show. They’ve boasted attendance numbers beaking 170,000. All of this is in a space of 2.47 million square feet of floor space. It’s a show aimed at showcasing all of the latest products and services in the IT and tech industries, and every year it gains more popularity.

How is it Different?

The name of the game for trade shows is creating awareness and increasing your business. Conferences and conventions can be more focused on the exchange of information. Trade shows, however, put the focus on making money. Where a convention is focused on the consumer experience, trade shows are all about the vendors. It’s a chance for your business or association to show potential investors, customers or members what you’re really made of. 

what is a conference vs a convention

What is a “Convention”?

Perhaps the definition for “convention”, in relation to any of these categories, is the most elusive. Merriam Webster defines a convention as “an assembly of persons for a common purpose”. It seems to me like it could refer to just about any gathering, though. More precisely, the purpose of this meeting is for the mutual discussion or enjoyment of a specific industry, profession, or fandom. 

What is a Convention For?

Conventions have appeal for both vendors and attendees, but the focus is squarely on the attendees. Conventions are meetings with the intent of consumers being able to interact with creators, attend panels, or participate in events. 

conventions usually have more of a celebratory feel to them

What’s a Big Convention that I’ve Heard of? 

The most common type of convention in the United States is a comic book convention. Famous Comic-Cons include the San Diego Comic-Con and the New York Comic-Con, and it’s quite likely you’ve heard about them.

How is it Different?

Conventions are different because their focus is on the consumer experience rather than the ability for an industry or association to sell something. Think of conventions like a music festival. The point of the music festival is for the attendees to have a good time listening to music they enjoy. The fact that musical artists, concert organizers, and food vendors are making money is just an added benefit. Simply put, conventions are an organized event for enthusiasts to gather together and share their enthusiasm. 

different meetings for different industries

Different Meetings for Different Industries

Now that we’ve taken some time to really dissect the differences, it probably seems pretty clear. Trade shows, conventions, and conferences are all pretty different beasts. Of course, they’re all a meeting of minds with the intent of sharing information and experience, but there are many more subtle differences between them. 

So now you know the difference. And hopefully, a better idea of which one pertains to you and your association. Be sure to look up an event happening near you and find out how one of these events can be beneficial for your association! And if you’re wondering what you need to know before attending your first trade show, see what we have to say!

What You Need to Know Before Attending Your First Trade Show

what InLoop thinks you need to know before attending your first association trade show

Tips for Success at Your First Trade Show Exhibit 

Whether your association is just starting out or you’ve stood the test of time, attending your first trade show can be pretty nerve-wracking. You want your first trade show to be a successful outing and be the launch pad for future successful endeavors. 

However, if you’ve never been to one before, it’s hard to know what to expect. It’s also hard to know what common mistakes you should avoid. That’s why we’ve come up with this handy guide for the first time (you and) your association attends a trade show!

be sure to be planning for your first trade show

Pre-Show Planning

The key to having a great trade show experience is proper planning! Planning should begin far in advance, before the actual event you plan on attending. If you were to just show up with your material without prior planning, you’d be destined for failure. And no one wants to be a failure!

Early Registration

Did you know that most shows have dates for early registration? Be sure to research the show you want to attend and register your association the first day that early registration begins! The more time you have to plan for your trade show, the better off you’ll be. 

Not to mention that there are often early-bird discounts for registering your association early. For every penny you save, there’s a penny that can be put towards your success. Register early and you’ll be making this outing the most successful one it can be for your small business or association!

budget is a part of the trade show planning process

Event Budgeting

Setting a budget is critical to having a successful first trade show experience. In fact, without a budget, it’s hard to tell what a successful outing actually is. 

To set your trade show budget, consider the following:

  • What are your expenses? Having a limit on your spending for an event will help you to keep from making your exhibit outing a failure.
  • Record your spending. Without recording what you’re spending, there’s no point in having a budget at all. 

Be Attractive!

We’re doing a lot of logistic thinking about numbers and money, but don’t forget about creativity! No one will want to visit your booth if they’re not attracted to it. Make your booth and your business cards full color with fun designs. You want to accurately convey information, but have fun with it! 

Chances are you already have a creative person working for you who would jump at the chance to use their skills. In addition, video sharing is another great way to bring people by. Give them a show and they’re sure to stick around for a minute! As long as it’s a good show, that is. *wink wink*

make sure your booth is attractive to the trade show attendees

Check the Attendee List for Potential Customers

Almost any exhibit hall you go to will be able to provide an attendee list prior to the event. This list usually comes with a price, but it can have absolutely invaluable information. It’s time to do your research. 

If you know who is going to be attending the show, you can more accurately see how you want to spend your time and efforts. You can find your target market before the building is even occupied. Make a marketing campaign geared specifically towards the groups or people you know will be attending. Being able to tailor-make material or forums for specific attendees will almost certainly net you some positive results.

make a marketing effort on your association's social media platforms

Make a Marketing Effort on Social Media Platforms

Social media marketing is the best way to drum up some buzz before you attend your first trade show. Use your platform of individuals already interested in your products or services to enhance the excitement surrounding your trade show exhibit. Incentivize your followers to share your marketing efforts and expand your audience. The more buzz you create surrounding your association, and the trade show, the more valuable your experience will be.

Setting Goals

Setting goals will ultimately be the only way you know if your trade show was a successful one or not. Without having something to measure against, your only metric for success will be how you felt. While making a couple of good sells feels good, it’s not going to cover your expenses, and you might end up losing money without realizing.

We suggest setting S.M.A.R.T. goals for your outing; broken down, this means:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time Bound

While the goal to “have fun” sounds nice, it’s not going to pay the bills. A real goal might be… “We want to make x amount of money or sales”. Or… “We want to interact with x amount of attendees”. When you have something specific to work towards, you have a specific goal in mind.

Achieving your goal becomes infinitely easier when the endpoint is in sight. Also, set some smaller goals for yourself. Sure, there are bigger reasons why you’re at a trade show. But there are lots of small successes to be celebrated in addition to the big ones. So shoot for the stars, but don’t forget to pat yourself on the back for your hard work!

know the convention center where your first trade show will be

The Big Day!

The big day has finally arrived! You’re there, you’ve got your trade show displays ready to go. Perhaps your business cards are designed attractively in full color, and you’re just about ready to set up your booth space. What should you be thinking about on the day-of? It’s your first trade show, but we believe in you.

Know the Convention Center 

Get some intimate knowledge of where you’re going to be. No, we’re not just talking about where to get food and where the bathrooms are (although that’s important, too)! Get to know the physical space. Are you far away from any drinking fountains or the food? Maybe offering food or drinks would be just the thing to get someone to stop at your table! 

Know where your competitors are and know where your target market is. Know what your competitors are offering and how they’re advertising. Give yourself the competitive edge of knowledge and planning to circumvent the competition.

Finally! The big day has arrived! It's time for your first trade show.

Give Your Target Audience a Reason to Visit your Trade Show Booth

We’ve done all our research on who will be attending the trade show. You know which competing associations are nearby, so now it’s time to come up with your plan of attack. 

Here are some tips for coming up with great ways to attract an audience:

  • Make interactive content. Entertain your guests! Give them a puzzle to complete. Find a way to involve social media. Giving prizes out is another incentive to get the interaction started!
  • Entertain. You don’t have to be Elvis Costello to put on a show for your audience. It doesn’t have to be music, either! You can perform demonstrations for your products if you have them, or just have a fun game to play while you discuss your association.
  • Provide a phone charging station. When we’re at a trade show, we’re all away from home. You know that means at least one person forgot to bring a cell phone charger, right? And for everyone else, you’ve already been out all morning. Seeing a cell phone charging station at your booth is going to be an oasis in the desert for some folks. So while attendees are charging their phones, what better a time to strike up a conversation?! Mention what else your association can do to help them.
set SMART goals for your first trade show

Being Prepared for Your First Trade Show

Being prepared for your trade show exhibit is going to be the first gatekeeper to success. Make specific and achievable goals for yourself and your association! When it comes to your booth and your promotional material, no detail is too minor to be worthy of consideration.

Success doesn’t come from being prepared for just one thing, but from being prepared for everything. So continue to follow our blog this month and see what you need to do to be ready for your first trade show experience!

What Parts of Content Creation Can Be Automated?

what parts of content creation can be automated? ask InLoop

How to Decide Between Artificial Intelligence and A Human Writer When Creating Content

Automated content seems to be the wave of the future when it comes to digital marketing. The automated content creation sector was estimated to be worth 3.65 billion dollars in 2014. That number is expected to grow to 5.5 billion dollars in 2019, showing that automated content marketing is more than a fad. 

Every day we see technology makes leaps and bounds when it comes to the automated content creation process. However, we can’t rely on automation tools for all of our content creation. AI systems can handle increasingly difficult tasks, but they still fall short of, for lack of a better word, humanity. 

There are all sorts of factors that influence whether your content creation should be automated or human-made. Factors differ whether it’s email marketing, writing a blog post, social media content, or anything in between. So, let’s talk about the best times to employ the human touch, and the best times to leave it to the machines.

How AI Systems Make Great Content

The trick to knowing whether to trust your automated systems to produce content depends on the type of content you want to produce. Here’s the most important rule of thumb to remember. Automated content’s best use is to free up your human employees’ time for areas where it’s really needed. 3

AI systems make great automated content

The Details are in the Data Collection

If you read our blog last week, you learned about some of the amazing benefits of automating your digital marketing strategy. For example, using automated software to create landing pages on your association’s website that ask for visitor’s email address and other identifying information. 

Automated software can take this content and create personalized marketing campaigns tailor-made to your association members and email subscribers. Technology has a strict advantage in this arena. It can create content that reflects particular visitors so much more quickly than human efforts ever could. 

Content Automation Helps in Making Good Predictions

Speaking of looking at all that data, automation helps it’s human counterparts another way in regards to data. Collecting all of that data and putting it into one convenient and easy to read place helps your human employees make better predictions going forward. 

Perhaps you’re looking at marketing data, traffic on your association’s website, or anything else. Automated technology will aggregate your data quickly and efficiently. By taking this collection time away from your human employees, it frees up time and energy that can be more efficiently put to use. One of those uses is definitely examining this data that you’ve collected. Then put it in to consideration for your content creation, marketing, and other efforts moving forward.

Optimizing Your Content 

The technology to automatically generate blog content is out there, and it is fairly sophisticated. Sure, it’s sophisticated enough to generate and publish content for your association’s blog. But it often lacks the depth and insight of human writing. However, one thing automated technology can do for your blog posting is to make it more informed.

Programs like Buzzsumo look at blog topics and keywords that receive the most attention on search engines. This technology gives your human writers a better idea of the kind of content and specific words that match up with what people want to see. While you might not want to leave the writing itself up to automation, it can greatly improve your human employee’s ability to write the type of content that is going to get noticed by your target audience.

The Types of High-Quality Content Produced by Humans

So, we can rely on automated technology to collect and organize data. We can also rely on it to use that data to inform our human employees on how to optimize their own content creation. But what specific forms of content are your human employees best at?

create creative content ideas with automation tools

Creative Content Ideas

The best job to give to your human content creators is creativity. As we stated earlier, automated blog posts tend to lack the human touch that makes a real connection with your audience and what they want. Your human content creators have something your digital content creators never will, empathy.

Computers and automated technology, impressive as they are, lack the true ability to write like a human. They lack the ability to empathize with human emotion, and therefore lack the ability to touch human readers on an emotional level. If you want your blog posts to have a real impact on humans, it’s best to use a human writer. 

Creating Structured Data

In addition to creativity, humans have a better ability to understand what humans want, and how to relate to them. Think of structured data. If you want to increase your association’s SEO, structured data is a great way to do it. Structured data quickly and efficiently shows search engine users with relevant information in your article.

However, we can’t rely on automated technology to know exactly what that relevant information is going to be. Your human employees understand the emotions and motivations of your members and prospective members. The human touch is key in tapping into the main drivers of your audience.

Natural language generation technology is great for automating simple content based solely on data. However, it has a much more difficult time basing its content on soul and feeling. If you plan on sharing content that you’d like to really connect with your audience, human writing will always be the way to do it.

the integration of humanity and technology

The Integration of Humanity and Technology

The ability to automate some of the strenuous work we undertake as the heads of associations is enticing. We work extremely hard, our employees work extremely hard. Being able to take away some of that burden feels like a gift from above, and the temptation might be to push that envelope as far as it will go. 

However, we haven’t reached the point of being able to automate every facet of our content creation. As far as technology has come for us, it still lacks the ability to truly tap into what it means to be a human, what motivates our belief systems and our actions. As technology becomes further integrated into our lives and our businesses and associations, it’s crucial to keep in mind the power of the human touch.

The Member Journey and Content Personalization Software

personalizing your content to association members

A Personal Touch: Content for Association Members

Associations have the crucially important goal of connecting with members. This may seem like a simple task, but in today’s world, it takes a ton of time and resources. In the past, associations would reach out to members through the mail and on the landline. But then came the internet! And email became the most effective form of communication when reaching out to members.

Now associations are expected to reach out to members via phone, text, email, and social media (Facebook, Twitter, Instagram, and LinkedIn). The list of communication methods grows every day! It’s a lot to handle all at once.

Members expect constant and immediate communication from associations. The problem is, most associations don’t have the time! Automation has helped relieve the stress of 24/7 communication and member support.

Depending on how it’s used, sometimes automation can come off as impersonal to members. How can associations maintain constant communication without sacrificing the personal aspect of association to member relations?

What is Content Personalization Software?

what is the member journey

Content Personalization Software is the software that brings the personal aspect of membership back into the equation. Using this type of software, associations can streamline communications and keep it personal too. Using information about members such as age, gender, location, visitor frequency, and session behavior, associations can create and send content that is specific to the member.

A few examples of session behavior include:
  • Navigation clicks
  • Blogs/article views
  • Downloads
  • Time spent on each page

These session behaviors can tell you what content and pages members are interested in. With demographics and session behavior combined, associations can make informed decisions when segmenting members and creating content. A few examples of creating segmented content includes:

Email Marketing with Content Personalization Software

With this information, associations send specific emails tailored to each recipient. Add personalization tokens to emails with name, profession, and location included. Add a newsfeed to the email newsletter with industry related news in their area. Share content related to the type of content they typically search for, etc. Add images to the email that are similar to the ones they spend the most time looking at, etc.

The possibilities are endless! Sending emails that are specific to the recipient is important when creating a customer journey. As a result, your email open rates will thank you.

content marketing with content

Content Marketing with Content Personalization Software

Content marketing includes blogs, articles, downloadables, case studies, white papers, and ebooks. Certainly, written resources for members make up a lot of what an association does. With personalization software, associations create smart content tailored to a segmented audience.

Associations can create multiple versions of a blog post and show the member a specific version based on certain triggers. In addition, you can also create separate versions of the content for members and non-members. For instance, this could include “call-to-action” content aimed at catching the attention of current members, non-members, or prospective members.

Call-to-Action (CTA)

If the reader is not a member, add a CTA at the bottom of the blog post that says “Become a Member” with a link to the member application. Or if the reader is a member, the CTA could be to download member exclusive content. If the reader used to be a member but is no longer a member, the CTA could say “Renew Membership”.

Content Personalization within Content Writing

The writing itself can also be manipulated to fit the needs of each reader. If the reader is not a member, leave out “member exclusive” content like this:

(paragraph of the article) Read More
(Error message) Member Exclusive: Looking for more information on this topic? For an annual cost, you can become a member of our association and receive extended versions of industry content like this.

If the reader clicking on “read more” is a member, then the read more link should reveal exclusive content. If the reader is not a member, show the error message above. This both entices non-members to become a member and it emphasizes to members the exclusive benefits they get from being a member.

Web Personalization with Personalization Tools

website content personalization tools

In the world of digital marketing, it is extremely important to have a user-friendly website. Therefore, a great way to improve the member experience is by segmenting and personalizing the association’s website. For example, think about Amazon. When users are on the Amazon website, they see products and sales that relate to their search history on the website.

For instance, if say, last week, the user was looking at gardening supplies, Amazon takes this information. By using machine learning algorithms, Amazon places related products on the homepage of the website for the user to see. Apply this to web personalization for associations too!

Personalization marketing is a customer-centric approach to member acquisition and retention. Most importantly, it’s an approach that will engage web visitors. Associations can use web personalization to present newsfeeds on the homepage that are specific to the member visiting the homepage. In addition, it refines the association’s recommendation engines.

Social Media Marketing

This is specific to targeted ads on social media. For instance, they use information collected about members to direct advertisements about location-specific events, content that appeals to the member, and member-exclusive benefits. Many associations also use chatbots on social media to streamline fast response to inquiries and deliver personalized messages.

Many members access their social media accounts via mobile apps, so response time is therefore expected to be that much faster. Offering members real-time personalization is key to the engagement and benefits of membership within an association.

Do you Need Content Personalization Software?

this software benefits associations and businesses alike
“Content Personalization Software” is a broad term for software that helps businesses and organizations automate and personalize content and communications.

Clearly, content personalization software is a great benefit for associations. On the other hand, Association Management Software is software specifically meant for associations. For example, this can help associations use the power of information to create personalized content that is sure to delight members.

In a study done by Instapage, here were the top benefits of using content personalization software using customer data:
  • Increased visitor engagement (55%)
  • An improved customer experience (55%)
  • Increased conversion rates (51%)
  • Increased lead generation/customer acquisition (46%)
  • Improved brand perception (39%)
  • Increased e-commerce revenues (27%)
  • An increased customer lifetime value/loyalty (25%)
  • Increased value of other marketing platforms (24%)
  • Reduced churn and increased retention (20%)
  • Makes me/my team look good! (20%)

Overall, surveyed participants agreed that content personalization software improved engagement, user experience, conversion rates, and lead generation. Above all, here’s the reason that content personalization software is so effective. It combines efficiency and relationship building. In short, it creates a smoother customer journey, or in this case, member journey.

The Role of Automated Chatbots and Smart Content

the role of automated chatbots and smart content

Automation: Your Tool for Real-Time Member Communication

Creating a pathway for members to communicate is key when maintaining a successful association. The problem is, associations don’t necessarily have the time it takes to communicate 24/7 with members.

Generally speaking, associations have a few main goals. They want to retain members, bring in new members, and keep current members happy with their membership. Between writing and responding to emails, answering messages and comments on social media, and picking up the phones, this is very time-consuming.

So what tools can associations use to reduce the time spent on communication while still delighting members? The answer is automation. In the end, the purpose of membership is to grow professionally. Machine learning makes automating content simple, efficient, and effective for everyone involved.

automated website content

Here are a few ways that associations can provide the opportunities that members need to maintain their membership:

  • Host networking events
  • Invite members to industry events
  • Create discussion forums via social media
  • Engage with members with social media and email
  • Publish new and interesting industry insights
  • Create member-exclusive content

By and large, the key to all of this is constant, real-time communication with members. Understand their needs, what they like to see, and the events they would like to go to.

When associations take advantage of what explicitly programmed automated website content offers, time is better spent. Subsequently, member experiences and satisfaction skyrockets.

use automated chatbots and member communication

Automated Chatbots and Member Communication

Have you ever visited a website page and saw a little speech bubble in the bottom right corner pop up? That is likely a customer service chatbot. Using AI (artificial intelligence) technology, these chatbots answer simple customer support questions for the web visitor.

This is a valuable tool for answering questions such as:

  • Where can I find the member portal?
  • When is my membership renewal date?
  • When is the next association event?
  • How can I sign up for membership?
  • Where can I find (X) resources?

Associations can set up chatbots to answer simple questions. After that, it will direct the web visitor to contact the association for more complex inquiries. This saves associations a ton of time answering the same simple questions and most importantly, responds to the user faster.  

the coding behind AI software for associations

Likewise, chatbots can also be designed for social media. In today’s world, people expect to receive a response on the same day via messaging apps and platforms like Facebook Messenger, Twitter, and LinkedIn.

Chatbots can make this possible for associations to achieve! In short, here’s how you can go about setting up a chatbot.

Steps to Setting Up a Chatbot

  1. Create an internal team for the project
  2. List association FAQ’s
  3. Answer these questions
  4. Create a list of links to direct people to for each answer
  5. Find chatbot software
  6. Hire a chatbot specialist if needed
  7. Build out the Q&A’s
  8. Test it out internally (several times)
  9. Deploy for “beta testing”

After this, be sure to review answers from the chatbot to make sure it’s flowing well. Meanwhile, be sure to review the questions people are asking. After that, it will help inform future communications and marketing efforts.

create smart content to target your audience

Create Smart Content to Target your Audience

One of the main services associations provide to members is industry content. In the past, associations had the majority of authority when it came to industry insights. Today, members can find similar information on the internet at no cost to them.

Take a national association for doctors, for example. This association would have all of the exclusive content available on industry news. It would be difficult to find the same level of content anywhere else. Now, hospitals, private practices, and medical professionals have the same ability to publish high value and free, high-quality content.

Smart content has been an upcoming trend in content marketing automation over the past few years. Consequently, many businesses and organizations use smart content strategies to curate content, newsfeeds, emails, blog posts, and more.

A content management system allows associations to curate relevant content tailored to specific members. It gives members the personalization they’re looking for. And with less time spent on behalf of the association. Above all, it’ critical now more than ever for associations to use smart content to their advantage!

what is smart content?

Smart Content: Breaking it Down

You may still be wondering, “what exactly is smart content”? This specific type of AI is known as Natural Language Processing (NLP). It has developed significantly over the years. And, it’s becoming more and more in tune with what members are looking for. Using specific algorithms, NLP develops smart content with human-like accuracy. But, does it actually work?

To clarify, the results published by Associations Now are extraordinary:

“When associations use AI to personalize content, we see open rates of 40 percent or more. Furthermore, when you are looking at segments of a community that have interacted with AI-curated content, we see open rates as high as 60 percent and click-through rates as high as 25 percent.”

In other words, smart content is the future for associations. Associations can now spend less time curating content for members and more time building authentic connections with them. As a result, data shows that members enjoy smart content even more than the content that takes more time to deliver.

As many associations know, creating content is a long process. With little resources to keep up with the demand for daily content, associations may wonder how everyone else is doing it. So, either they have an insane amount of staff specifically there to create content… or they’re using AMS.

AMS for automated marketing

Association Management Software for Automated Marketing

Using an Association Management Software (AMS), associations can use the power of automation to elevate marketing efforts seamlessly. Here they can connect with members, provide valuable content, and encourage new members to join.

AMS software allows associations to take advantage of AI technology without having to hire several specialists to do the work. Moreover, it makes these concepts easy to apply with the state of the art analytics used to inform future marketing decisions.

Smart content and chatbots are only a couple of ways associations can use automation to power membership, certainly. Simply put, it’s a matter of efficiency.

The more automated tools associations use will allow for more growth and communication as an association. Businesses, organizations, and nonprofits all over the world are already implementing AI technology to streamline these processes.

In conclusion, it seems that there’s only one question left to ask. What can your association do with the power of automation?

what can your association do with the power of automation?