by Gina Brennan
October 10, 2023
In today’s digital landscape, creating compelling content for your association is essential to engage members, attract new members, and establish your organization as a valuable resource and thought leader within your industry. Consider the following strategies to help you craft content that resonates with your members and fellow industry professionals.
Know your audience and understand its needs
The foundation of any successful content strategy is a deep understanding of your audience. To create content that resonates, you must know your members, what they care about, and what challenges your organization is potentially facing. Then, you are able to identify topics that are relevant to the current needs of your members and organization. Additionally, if you plan to share your organization’s content externally, it is important to consider trends and challenges that are emerging across your industry to create content that provides value.
Diversify your content formats
Readers process information in different ways, and it is important to diversify your content formats to cater to a variety of preferences and learning styles to help boost engagement. Some members may prefer reading long or short-form articles, whereas others may prefer watching videos or listening to podcasts. When identifying strategies to create content, include a healthy mix of written articles, videos, infographics, webinars, and podcasts to discuss industry trends and share insights with your members.
Collaborate with fellow industry professionals
One of the best ways to reach a wider audience and introduce innovative, compelling content is through networking and collaboration. Reach out to fellow organizations and industry experts to create content that offers a variety of perspectives and expertise. For example, you can invite guests to contribute to your association's blog, website, or newsletter. You can also partner with other associations or industry experts to co-host podcasts or industry chats to provide content to association members.
It is important to recognize that creating compelling content for your association requires a strategic approach. By understanding the needs of your audience, diversifying your content formats, and collaborating with other industry professionals, you can create content that resonates, engages, and ultimately drives your association’s success.
Gina Brennan is in Corporate Marketing at Smithbucklin.
(she/her)
Corporate Marketing
Smithbucklin