Can good web content build the bike movement?

What if government agencies and advocacy groups spent a greater portion of their time and resources creating online content that connected with their constituents and members and then used that audience to support their work?

I’m excited to announce that, thanks to the forethought and effort of Portland Afoot‘s Michael Andersen, I’ll be joining a panel at the upcoming Oregon Active Transportation Summit (4/16-17 in Salem) that will try to address that question.

Here’s the official title and description of our session:

Content marketing: How an innovation from the private sector can shift modes and build culture

Digital media has made content marketing – using great content to retain and deepen a brand’s relationships with customers – one of the hottest developments in the world of corporate marketing. How can governments and advocates put this idea to work on behalf of the brand we all believe in: active transportation?

Three expert content creators will mix public and private-sector experience to talk about the best practices for using social media and the web to build deep connections with readers. They’ll discuss how to make content that goes beyond advocacy to something more fundamental (and more fun): cultural change.”

Andersen will be moderator and I’ll be joined on the panel by: Matthew Arnold, associate principal and Studio Leader for Urban Design & Planning, SERA Architects; and Kelly Bantle, vice president of Pac/West Communications and manager of Oregon’s Drive Less/Save More campaign.

The way I see it, you can’t have a revolution without a lot of people. Blogs and other social media tools give everyone the opportunity to build a large and engaged audience. And the important thing is, unlike a list of emails from public meetings or names on a membership list, having a large online audience gives you the ability to share ideas and information very, very quickly. It’s when the size of the audience and that speed come together when you can really do exciting things.

If you’re headed to the Summit in Salem this April (and you should be!), consider attending our session. See the event website for more info.

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