Perspectives, insights, and research


Video: Using Content Marketing to Engage Members and Grow Your Organization

Interview recorded following presentation by the same title. American Society of Association Executives (ASAE) 2015 annual meeting, August 10, 2015. Detroit, Michigan.

The challenge for associations is not developing content, but rather connecting members – and prospective members – with content that matter to them. This Learning Lab at the 2015 ASAE Annual Meeting, explores how to better understand the information needs of different segments, how to establish flexible content practices and systems, and how content can be targeted to those needs. Case studies from two leading associations (American Association for the Advancement of Science and ISACA) provide examples of how to deploy content strategically to extend into new member categories and deepen engagement and awareness with existing members. Learning Lab speakers include Michael Clarke, President of Clarke & Company, Beth Bush, Chief Membership Officer at AAAS, and Tim Mason, Chief Marketing Officer at ISACA.

This interview, recorded following the Learning Lab, is moderated by Paul Gannon of Personify.