The IHAF team is almost entirely focused on designing and executing programming and content to enable the success of our members. We plan events, schedule speakers, collect data, issue reports, develop tools, facilitate discussions, enable networking—all of which is intended to advance the internal agency community.

We are a small team; in fact, there are only a handful of us here and we work hard to deliver value to the fellowship that is the In-House Agency Forum. So after eight years of progressive growth, you can imagine our surprise when IHAF member Tippingpoint Labs approached us and assuredly pointed out that our focus on supporting members was not as member focused as it could be.

Tippingpoint Labs is a strategic content creation firm that helps companies meet their business objectives by maximizing the impact of their assets. In short, they know a lot more about how to design, develop, and optimize content than we do—so we listened to them. What we learned is that the assets we were creating were not being leveraged to full effect. And that if we deployed a more-targeted content strategy, the work we were doing could multiply without multiplying our work.

Tippingpoint shared five “content philosophies” that helped us find our voice—developing the right content for the right audience using the right medium at the right time. They developed a content calendar and framework for ongoing communication that’s helping us engage members more effectively, leverage online channels more deliberately, and increase awareness more broadly. With enhancements to our website and Twitter feed, new LinkedIn Group dynamics, the addition of a blog, and other ways of making meaningful connections, our members are more active than ever. And prospective members are joining with increased understanding of our organization.

Want to learn how to increase the value and effectiveness of your company’s content? Join us on Thursday, September 12th for Capitalizing on Content—a one-hour webinar facilitated by our friends at Tippingpoint Labs. IHAF’s online seminar series runs throughout the year, with content marketing as just one of the topics we’re covering. To register and to see the other events we have coming up, go to bit.ly/IHAF_events.