Everyone who is responsible for an organization’s web presence knows that creating, maintaining and updating content is one of the most critical and complex challenges they face. Timely, relevant and exceptional content will keep users on your website longer, encourage repeat visits, improve search results and contribute to a successful long term web strategy. This approach is universal to just about any industry, but for an association, valuable content is critical for member retention, recruitment and continuing engagement.
At the core of membership organizations is the notion that the whole is greater than the sum of its parts. With strength in numbers, a collective voice can help influence policy, advocate for change and generate momentum for a cause. And those are only the external advantages. A collective voice can also create relevant and engaging web content that will demonstrate the value of membership – and strengthen the association’s own impact in the process
Associations that are successful at curating content wisely tap into the expertise and achievements of their member base to highlight advances, spotlight ideas or efficiencies and deliver recent news in the industry. Leveraging members’ common goals not only provides engaging web content but also validates your impact and expertise.
Be sure to tap into your member network for content. Their work can be a goldmine of images, videos, news, projects and best practices. When our client, the Association of Public and Land-grant Universities (APLU) was collecting images for their new website, they reached out to their member network which resulted in not just images, but a collection of hundreds of quality stories of students and faculty in action. APLU recognized the exciting opportunities that come with leveraging member content by providing prominent real estate on their new homepage to feature member profiles. These “Member Spotlights” are made memorable and inspiring through storytelling. The spotlights are also used as calls to action on key website pages to add dimension in the form of real-world examples to each respective cause.
Your members are probably equally eager to share their stories and achievements. And there are advantages on both sides. Your members’ work is validated among peers and influencers, they become more invested in the cause and at the same time, you’re increasing membership value by sharing relevant content among your constituents. It’s a win-win proposition for all involved.
To learn more about how you can add value by creating a member-centric approach to your web presence, join us for our next webinar.