How to Use Learning Paths in Your Association Content Strategy

Associations need to adopt a learning path approach in order to effectively engage their members with their content. A learning path is a series of related self-paced digital courses, including videos, podcasts, articles, and lessons that members can access when and where they want. The COVID-19 pandemic has disrupted traditional business travel and associations need alternative options to engage with their members. According to the 2021 Association Trends Study by Community Brands, training is the second most important benefit of association membership, particularly among young professionals. The World Economic Forum’s 2020 The Future of Jobs Report shows a four-fold increase in individuals seeking online learning opportunities. In order to compete with other online learning resources, associations need to develop well-constructed content strategies. A learning path approach is beneficial as it helps tap into motivators such as career development and personalization. Flexible formats and progress-tracking capabilities also help keep members engaged.