Increasing Member Engagement Through Content: Part 1

The key to increasing member engagement in associations is to create intentional content that resonates with members’ needs. The content needs to be designed to attract and retain members through different channels such as educational videos, infographics, social media, emails, career advocacy guides, blogs, newsletters, magazines, and inventory.

It is crucial to evaluate the content created over the last 12 months, identify what is missing, and archive or update what needs to be done. Comprehensive content plans help associations look at the topics they want to cover in the future and avoid duplicating pieces of content. Repurposing content into various formats across communication channels can also help reach members where they are, without building a brand-new campaign for every initiative.

Content on the website should be timely, accurate, and engaging, with easy-to-find information. Members are more likely to share content that provides value to them, and attention-grabbing headlines, images, bullet points, and supporting text can help keep members engaged. Publications like magazines, newsletters, annual membership directories, or buyers’ guides can also be shared in both print and digital formats to offer relevant editorial content and valuable articles. Online member communications can offer timely content, and call-to-action captions, reels, and stories are essential tools to increase members’ engagement.