How Associations Embrace Sponsored Content Amid Event Challenges

Associations worldwide are encountering hurdles in securing sponsorships for events, with nearly half of them facing challenges covering rising costs. According to a Lead Marvels article, sponsors, influenced by pandemic disruptions, are reallocating funds away from traditional event sponsorships, impacting associations. Consequently, many companies are turning to sponsored content as an alternative marketing strategy, valuing its continuous exposure and ability to engage association members effectively.

Sponsors are increasingly drawn to sponsored content for several reasons. First, it allows for brand alignment, enabling sponsors to associate themselves with credible and trustworthy organizations, enhancing their reputation and thought leadership status.

Secondly, sponsored content facilitates the demonstration of thought leadership, enabling sponsors to share expertise and insights while shaping industry discourse. This approach enhances brand credibility, adds value to association members, and drives innovation. 

Finally, sponsored content offers business development opportunities by generating leads and delivering high returns on investment. Some associations report significant lead conversions from sponsored content efforts, demonstrating its effectiveness as a marketing tool.

Despite the benefits, associations face challenges in scaling sponsored content efforts to generate meaningful non-dues revenue consistently. While sponsored webinars and native ads are common, associations struggle to expand these initiatives to achieve substantial revenue growth. Overcoming this hurdle requires developing scalable sponsored content programs that maintain value and reliability in generating recurring revenue streams for associations.