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Mike Sewell on why CPL is focusing on “content beyond membership” | CPL

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Mike Sewell on why CPL is focusing on “content vastitude membership” | CPL Home Work What we doWell-nighCareers News & insights Contact +44 (0) 1223 378 000 info@cpl.co.uk 1 Cambridge Technopark, Newmarket Road, Cambridge, CB5 8PB, UK 26.09.18InsightsMike Sewell on why CPL is focusing on “content vastitude membership”You’re investing in and creating some unconfined content. But are you making the most of it? That’s a rencontre we often put to our clients, expressly those working for membership organisations. Our treatise is that the content they create (or we create on their behalf) is relevant and engaging for increasingly than purely their current members. Between them, membership organisations have huge numbers of existing members to communicate with, as shown by research from Memberwise. But they should moreover need to think well-nigh how they can engage wider audiences with their content including: Future members Consumers Customers Government, the media and other stakeholders Our weighing is that most content ostensibly created for members only is unquestionably relevant for a far wider audience. Take this piece on the engineer who has led an would-be research project looking at how the Houses of Parliament’s labyrinthine 19th century ventilation system could be used in the historic building’s current restoration.   It was written by my colleague Liza Young for CIBSE Journal, a print and online magazine primarily for the professional towers services engineering body’s 20,000 members. But the vendible is relevant and interesting for a much wider regulars than that, not least the many MPs and starchy servants who work in the Parliament buildings. Considering MPs and starchy servants are among the most important audiences that CIBSE communicates with, it makes sense to ensure they can unquestionably see the piece. In CIBSE’s specimen this is fine, considering its website is openly wieldy by all. But other membership organisations segregate to hibernate their magazine content overdue a paywall or members’ area. At CPL, we believe this is a missed opportunity. That’s why our proposition for this sector is “Content vastitude membership”. Many membership organisations are investing significant amounts of money in creating high-quality journalistic content for their members; it seems crazy not to ensure it can be promoted to as wide an regulars as possible.Squintout for increasingly well-nigh how CPL can help you reach wider audiences vastitude your current membership over the coming months. Mike Sewell is Managing Director at CPL Share: previous vendible next vendible Sign up to our newsletter You can unsubscribe at any time.Increasinglyinfo here. * Latest news 26.09.18InsightsAvoid the sub-standard by having subbing standardsA newspaper group for which I once worked used to have a notice pinned up in every newsroom and printworks bearing...Read increasingly 26.09.18NewsBold relaunch all set to make an impactLeading market research magazine, Impact, will have an heady new squint when it is published next month.  The...Read increasingly 19.09.18Insights10 years at CPL: what I’m really thinkingTracey Lattimore, a senior editor for CPL, reflects on passing her 10th year-end with the agency.Ten years seems...Read increasingly Let’s start a conversation If you like what you see, let's have a conversation and see how we can help you make the most of your business. Contact us CPL Home Work What we doWell-nighCareers News & insights Contact What we do Content strategy Editorial Design Commercial Digital minutiae Video Get in touch +44 (0) 1223 378 000 info@cpl.co.uk Connect Find us 1 Cambridge Technopark, Newmarket Road, Cambridge, CB5 8PB, UK Affiliations Copyright CPL 2018. All rights reserved. Registered in England and Wales, registration number 3194247 Terms and conditions Privacy policy GDPR statement