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Charities – Don’t Get Left Behind in Digital Communications


Wednesday, 12th September 2012 at 12:20 pm
Staff Reporter
Australian charities and associations can learn from institutions such as The Economist and Harvard Business Review about forward-thinking content engagement and digital bravery, according to the publishers of a new white paper.

Wednesday, 12th September 2012
at 12:20 pm
Staff Reporter


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Charities – Don’t Get Left Behind in Digital Communications
Wednesday, 12th September 2012 at 12:20 pm

Australian charities and associations can learn from institutions such as The Economist and Harvard Business Review about forward-thinking content engagement and digital bravery, according to the publishers of a new white paper.

“Reaching time-poor, marketing channel-agnostic audience is one common denominator, but the other is learning from the impressive Return On Investment that these international groups are reaping,” Australian content marketing agency Edge said.

Both iconic institutions are featured in a new white paper called ‘Best Practice in Digital Communications for Professional Associations’ launched this week by Edge.

Since making their sizable digital and multi-channel investments some years ago, Harvard Business Review has watched its web visitors soar from 100,000 per month to four million.

Meanwhile, The Economist has engaged a whole new crowd – 77 per cent of its digital subscribers have never had a print subscription.

The white paper’s author Julia Keady (a marketing strategist with Edge and former CEO of Australian Women Donors Network) says that the Australian Not for Profit sector equally has an opportunity to become more strategic so they can create more meaningful conversations.

“The move to digital is inevitable, and in our research Harvard Business Review even told us they would probably be a digital-only publication within 10 years,” Keady says.

“The whitepaper is a must-read for organisations who want to increase loyalty and advocacy, learn to curate content, achieve instant and global distribution at no extra cost, monetise web traffic and garner valuable data and insights.”

Keady says the white paper showcases 10 leaders from around the world, unearthing key trends and tactics around the various channels on offer – video marketing, social media, microsites, segmented e-newsletters and blogs.

“The white paper is part of Edge’s commitment to thought leadership in content marketing, and the agency was recently short-listed from 600 global agencies to the top 15 content marketers in the world.

“The best practice white paper is relevant to charities, associations, federations, unions, societies and any large member-based organisation (commercial and Not for Profit), from professional services to government, education, science, lifestyle and education.”

The whitepaper is available for download here



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