Meeting the Rising Demand for Professional Content in Associations

Meeting the Rising Demand for Professional Content in Associations

According to an article by Lead Marvels, the digital economy is driving a dramatic surge in demand for professional content. A survey by Adobe reports that nearly 90% of respondents saw content demand at least double in two years, with two-thirds expecting a five to twentyfold increase by 2026. This poses a significant challenge for associations: meeting members’ growing content needs amid resource constraints.

Content is central to the association value proposition, as ASAE’s Jenny Nelson notes, and meeting these challenges requires rethinking traditional approaches. 

Lead Marvels highlights three trends that are reshaping the landscape and urging associations to innovate their strategies:

1. Rising Competition in Professional Development
   Online learning platforms like Coursera and Udemy outperform traditional providers, offering extensive catalogs and global reach. Coursera achieved double-digit growth with $170.3 million in revenue, while Udemy serves over 64 million learners worldwide. These platforms are redefining professional development, challenging associations to modernize content strategies to retain member loyalty.
2. Increased Specialization Among Members
   Automation and industry evolution are driving professionals toward niche expertise. Yet, many associations fail to segment communications effectively, with 48.3% admitting to falling short, per the 2024 Association Adviser Benchmarking Report. Tailored, specialized content is now essential to address members’ unique challenges and opportunities.
3. Sponsors Ramp Up Content Production
   According to Edelman-LinkedIn, sponsors are accelerating content creation to strengthen industry leadership, with 54% of executives spending an hour or more weekly on thought leadership content. Associations can collaborate with sponsors, leveraging trusted member bases to distribute high-quality content that benefits both parties.

To succeed, associations must move beyond “do-it-all” content creation models. By embracing professional content curation and partnerships, they can scale efforts efficiently, deliver specialized value, and maintain relevance in a competitive, evolving landscape.