Strategic Content Engagement Helps Associations Meet Diverse Member Expectations

Strategic Content Engagement Helps Associations Meet Diverse Member Expectations

According to an ASAE article by Sam Hoffmeister, senior content strategist at YGS Association Solutions, associations must deliver authentic, strategic content tailored to diverse member expectations to engage members in today’s dynamic environment effectively. 

Hoffmeister says it is crucial to understand that not all members seek the same content. Associations must segment their audience based on demographics such as business size, target market, age, race, and geographic location, avoiding assumptions about any group.

Data plays a pivotal role in this process. Association management systems can provide insights into member engagement patterns, helping shape content and advertising strategies. Surveys and focus groups further refine this understanding, allowing associations to adapt their offerings. Thoughtfully crafted questions can reveal members’ preferences for content delivery methods and new content types.

Qualitative data from focus groups can uncover deeper insights, guiding decisions like transitioning from print to digital publications. Even if the majority prefers digital, associations should consider phased transitions to accommodate all preferences.

A cohesive content strategy integrating print and digital formats ensures seamless member engagement. Tools like QR codes and short links can bridge the gap between traditional and digital content, enhancing the member experience. For those adopting a digital-only approach, a centralized content hub can serve as an exclusive resource for members, streamlining access to industry content and maximizing visibility for advertisers and sponsors.

By leveraging data and maintaining a member-centric approach, associations can utilize strategic content engagement to position themselves as indispensable resources in a crowded content landscape.