Creating Momentum in 2019: How to Use Content Strategy to Grow and Evolve Your Association

In the 2018 Membership Marketing Benchmark Report by Marketing General, a third of associations reported that competing associations or sources of information is their biggest external challenge to growing membership. And 35 percent attribute difficulty in communicating value or benefits one of their biggest internal challenges. These statistics underscore the importance of a clear vision, plan and strategy for content creation — and knowing how to convey this value to members.

Associations know they need to up their game, but a comprehensive content strategy is often stagnated by lack of staff to carry out the plan. In fact, 35 percent of associations attribute being understaffed as another internal challenge. So it’s no wonder that associations are feeling the pressure to compete and stay relevant.

Associations today need a concise plan for changing these statistics. To really move the needle, there are five areas you should to focus on moving into 2019.

1. Competing Outlets

To beat ‘em, you have to understand ‘em. Associations need to intimately understand their competitors and how members (and non-members) are engaging with competitors’ content. Once you know this information, it’s easier to develop a plan to stand out and uncover your unique value.

2. Informed Decision-Making

Associations need to use real data to back up their hunches. Instead of relying on institutional knowledge and anecdotes to inform decision-making, you need to do the research, dig deep and use data analysis to create a plan to forge ahead.

3. Content Strategy

Many associations struggle with communicating value and benefits to members, and how it impacts membership engagement and retention. Associations need a clear plan for content development and creation, and how they can use it to elevate their association and overcome the challenges of communicating and demonstrating their unique value.  

4. Internal and External Resources

Having a plan is one thing, but if you haven’t strategically allocated resources to carry it out, it simply won’t get off the ground. Associations need to focus on what it’s going to actually take to get ahead, and this includes a proper budget, dedicated internal staff, and external partners and resources who can bring their vision to life.

5. Measure and Validate Success

Any program created and implemented will fall on its face without a clear plan for execution and measuring success. Going back to using data: How can your organization validate the work it’s doing — and the resources it’s dedicating — to measure improvement and sustain momentum? Associations often fail before they begin because they haven’t thoroughly identified how to measure the success of new initiatives from the onset.

Making a Plan for 2019

The opportunities for improvement look different for each organization, but one thing is clear: Associations need a clear plan for how to overcome the challenges of growing membership and remaining relevant in their industries. Creating value — and communicating it — all comes down to having a clear, compelling content strategy for reaching, engaging and retaining members.