How to Use Learning Paths in Your Association Content Strategy

The use of learning paths with an association’s content strategy is a great way to increase engagement. Learning paths consist of related, self-paced digital courses that provide education and training opportunities in small, easy-to-digest chunks that members can tackle at their convenience. The COVID-19 pandemic has disrupted traditional engagement methods, making associations more important than ever to provide viable alternatives for members.

Research indicates that training is the second-most important benefit of association membership, with 58% of members in the early stages of their careers ranking it as their top priority. However, there is a growing demand for online learning opportunities, with a four-fold increase in individuals seeking such opportunities and a five-fold increase in employers offering them. Members are increasingly turning to resources like YouTube, Google, and LinkedIn for training, and the quality of training from these sources often surpasses that of associations.

Associations can compete with these resources by developing well-constructed content strategies that offer a steady stream of credible and timely digital information. Learning paths can be useful for associations, as they tap into top learning motivations and provide progress-tracking capabilities, flexible formats, and a clear link to larger goals. Used strategically, learning paths can be an easy and convenient way for associations to keep members engaged with their content while providing valuable professional development opportunities.