Develop a “Big Rock” Webinar Strategy

Webinars have long been a power tool of associations’ education and content strategies. Virtual sessions are one of the easiest ways to reach a large audience and deliver on your mission to provide updates, insights and research to members and certified professionals. But despite the significant value, webinars are often treated as one-and-done events, generating little post-live engagement beyond publishing the recording via an LMS.

Applying the “Big Rock” method is a straightforward way that associations can maximize the value of a single webinar to generate engagement, leads and nondues revenue.

The Big Rock Method

Over a decade ago, Jason Miller and LinkedIn introduced the Big Rock, and it has been the foundation for many content strategies since. The concept is simple: You produce a large, substantial piece of content—your Big Rock—something that is value-rich and focused on a part of the conversation in your industry that you want to own. You then break that Big Rock into many smaller rocks across your digital footprint, strategically developing a yellow-brick road to lead people to your Big Rock and your association.

Please select this link to read the complete article from ASAE's Center for Association Leadership.