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The November Fast Company has an article I almost skipped over: "Hyper-Local Hero" by Chuck Slater. I'm glad I didn't, it's a good read, but more importantly, it had a lesson for me in my approach to association websites.

The article is on Rob Curley. The one-sentence synopsis: Curley has moved from small newspaper to small newspaper and turned dull, unimaginative websites into creative bursts of local activity by developing ideas he describes as "hyperlocal."

The difference between a small-town newspaper and an association isn't as great as you might think. Such a newspaper might server a public that is anywhere from 10,000 to 100,000—right in the wheelhouse for many professional societies and even trades when you factor in management teams. As the title of the posts suggests, I'm now thinking of association websites as a way to be "hyperniche."

Look at the sidebar "Rob Curley's Greatest Clicks." It's a dozen of his successful creations. Imagine how just a minor change—as minor as changing "hyperlocal" to "hyperniche"—could make them applicable to association:

Local Survivor Game—make it an "Idea Survivor Game" where a group of your profession/industry thinkers are challenged with a new real or semi-real scenario to offer advice. Each week, visitors vote one thinker out of the game.

Eclectic Podcast—make it "Status Quo Destroyer Podcast" where every week or month you challenge a different piece of conventional wisdom that holds your industry/profession back.

Geocoded News—make it "Niche News" where people select a particular topic from a list and get recommendations for articles to read, book reviews, education reviews (and upcoming opportunities), etc.

That's just three out of a dozen. And if there's an idea I could leave you with: When you see something interesting, steal it. Adapt it. Allow it to help you make something special.