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Content + Community = Profit

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Feb 04, 2016
content-marketing-for-associations

As an association manager, you probably already understand the value of content and the integral role it plays in building a sense of community around your organization. But if you’re only thinking in terms of member engagement and new member development, you might be missing out on an opportunity to widen your circle of influence—and profit margins—considerably.

Do You Tattoodo?

This week, news broke that one of the latest niche lifestyle communities on the web, Tattoodo, has raised $2.5 million from a handful of super high-profile investors. Billed as the “digital lifestyle hub for all things tattoo-related,” the site aims to be a one-stop-shop for the tattoo industry.

A mix of publisher and marketplace, Tattoodo is the place where tattoo enthusiasts and artists converge online to share ideas, find industry-related news and link artists with users looking for a new design to add to their collection.

You don’t have to be a tattoo fanatic to understand the appeal or the business value inherent in this idea. But if you’re hung up on the tattoo thing, how about a polar opposite example? Knitting, for instance.

Oh, The Ravelry!

Ever heard of Ravelry? A bit different than Tattoodo in many respects, Ravelry is a social network of sorts for knitters and crocheters. Privately owned, the site is THE online hub for the knitting community, functioning as a place where pretty much the entire industry goes to catalog their work, find (and buy/sell) patterns and generally convene.

The site launched quietly in 2007 and quickly grew to its current state as the center of the knitting universe with more than 5 million registered users. Ravelry supports its five person staff with highly-relevant on-site advertising.

Making It Work For Your Organization

Even if opening up a lucrative new revenue source isn’t part of your mission as an organization, being at the helm of the most active online community in your industry almost certainly is. Interested to know how the concept could scale for you or what it might take to get things off the ground? Give us a call and we’ll help you figure out how you can fill the void online for your members.  

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