Creating high-quality content is essential for associations; it engages members, establishes thought leadership, and maintains visibility in the industry.

Then comes the tricky point–the challenge faced by many associations:  limited time and resources. What is an organization to do?

That’s where today’s article comes in! You see, producing quality content doesn’t have to be time-consuming and cost-prohibitive. With a few well-placed strategies, your association can create valuable content efficiently on a budget. Let’s look at how!

1. Leverage Member-Generated Content

Your members are a goldmine of insights and expertise. Instead of creating your content straight from scratch, tap into their knowledge and experiences. Here’s how:

• Encourage members to share case studies, success stories, and testimonials.
• Collect content through member forums, surveys, or brief interviews.
• Feature member contributions in newsletters, blogs, or social media posts.
• Establish a structured process where members can submit articles or ideas easily.
• Create a “Member Spotlight” series, showcasing members’ professional journeys and achievements.

By showcasing member voices, you not only generate content quickly and easily, but you also boost your association’s engagement and community involvement–creating a sense of belonging and loyalty within the association and leading to better retention rates and word-of-mouth recommendations overall!

2. Repurpose and Refresh Existing Content

Great content doesn’t always have to be new content. Repurposing existing materials can save time while keeping your current content fresh and relevant:

• Transform past blog articles into infographics, short videos, or social media snippets.
• Update your “evergreen” content with new data, trends, and examples.
• Create summary posts or highlights from previous webinars and events.
• Convert whitepapers and reports into engaging, easy-to-digest listicles or explainer videos.
• Bundle several related blog posts into a downloadable eBook or guide.

Repackaging content in different formats ensures maximum reach and impact with minimal effort. Furthermore, it allows associations to reach different audience preferences—some members may prefer reading in-depth reports, while others may engage more with bite-sized social media posts or visual content.

3. Use AI and Automation Tools

Technology can significantly speed up content creation. Consider the following:

• AI-powered writing assistants (like ChatGPT) can help you generate drafts and refine ideas.
• Automated scheduling tools can help you plan out (like Hootsuite) and distribute content efficiently.
• Graphic design and video editing platforms (such as Canva) can help you develop quick, professional visuals.
• AI transcription tools (such as Trint, Otter.ai, or Fireflies.ai) can quickly turn recorded meetings and interviews into text-based content.
• Chatbots and AI-driven customer support (like SAAS 1st) can provide content recommendations to members.

With the right tools, your team can streamline its workflows and place its focus on strategic content planning!

4. Implement a Content Calendar and Develop a Workflow

A structured content plan ensures consistency and prevents last-minute scrambles. Here’s how to set up an efficient workflow:

• Plan content around key association events, milestones, and initiatives.
• Assign content tasks to staff, volunteers, and/or committees.
• Use content templates for articles, newsletters, and social media posts to speed up production.
• Schedule periodic brainstorming sessions to generate fresh content ideas.
• Create a repository of approved topics and drafts that can be easily accessed by content creators.
• Set up an editorial review process to ensure content maintains quality and consistency.

Having a clear content calendar keeps your team organized and aligned with your association’s goals. Consistency in content production builds trust with your audience and ensures that your members receive regular updates and valuable information.

5. Optimize Content for Maximum Reach

Creating content is just the first step—getting it seen is equally important. Optimize your content with these strategies:

• Use SEO best practices to improve discoverability online.
• Share short-form content for quick engagement, such as LinkedIn posts or email snippets.
• Cross-post content across different platforms to maximize reach without the extra effort.
• Create engaging calls to action (CTAs) to encourage interaction and sharing.
• Optimize your email marketing to deliver personalized content directly to members.
• Analyze content performance using analytics tools (such as Hubspot or Google Analytics) and adjust your strategies accordingly.

Strategic distribution ensures that your content makes an impact without requiring additional work. By understanding where your members spend their time online, you can tailor content distribution for higher engagement and better results.

6. Engage Members with Interactive Content

Interactive content can significantly increase member engagement while also being relatively easy to create. Consider these options:

• Polls and quizzes related to industry trends
• Live Q&A sessions with industry experts
• User-generated content challenges with incentives for participation
• Webinars and online workshops with interactive elements like breakout rooms
• Gamified learning experiences that provide certificates or badges for completion

Interactive content not only captures attention but also fosters a sense of community by encouraging members to actively participate rather than passively consume information.

7. Develop Partnerships for Content Collaboration

Collaborating with other organizations, industry influencers, or even sponsors can help produce high-quality content faster. Here’s how:

• Invite guest bloggers or speakers from the industry to share insights on your platform.
• Co-host webinars or podcasts with industry leaders.
• Partner with educational institutions to offer exclusive research or studies.
• Work with sponsors to create valuable, non-promotional content that benefits members.

Content collaborations allow associations to expand their reach, enhance credibility, and provide fresh perspectives—all while reducing the burden of content creation on internal teams!

8. Track Performance and Adjust Strategies

Producing content efficiently is only half the battle; measuring its impact is equally crucial. Track your content’s performance by…

• Monitoring website traffic, engagement metrics, and conversion rates.
• Analyzing which content formats perform best and replicate their success.
• Collecting member feedback through surveys or direct interactions.
• Employing A/B testing for different headlines, email subjects, or social media captions.

By consistently evaluating content performance, your association can fine-tune its approach to ensure that your efforts lead to tangible outcomes–like increased member retention and engagement!

Conclusion

Producing high-quality content doesn’t have to be overwhelming for associations; by  repurposing content, leveraging member contributions, implementing automation tools, and optimizing your distribution, valuable content becomes fast and easy to create.

Take action today: Start with small steps—refresh an old blog, ask a member for their story, or schedule social media posts in advance. You’ll be happy you did!

 

References:

10 Steps for Creating an Effective Content Strategy. (2018). ASAE. https://www.asaecenter.org/resources/articles/an_plus/2018/april/10-steps-for-creating-an-effective-content-strategy

avae@ewald.com. (2019, July 6). 5 Must-Do Content Marketing Strategies for Associations Creating Awareness, Driving Value Proposition. Ewald Consulting. https://www.ewald.com/2019/07/06/5-must-do-content-marketing-strategies-for-associations-creating-awareness-driving-value-proposition/