What is a Content Strategy and Why Does My Association Need One?

Written by Allison Kral | May 5, 2023 4:00:00 AM

If content isn’t a part of your association's overall sales and marketing strategy, here’s a reminder that it should be—and for good reason.

When it comes to building audience trust and establishing yourself as a trusted industry thought leader, content is king—and that's why having a solid content strategy in place is paramount for your association. Plus, an effective content strategy has the power to drive traffic to your website and generate viable leads, which, you guessed it, translates to new members and sponsors.

So how can you make it happen?

Below, we spell out what exactly a content strategy is and how you can use it to your benefit.

What Is a Content Strategy?

With numerous competitors vying for members’ attention, associations need to find a way to stand out—and that’s where a content strategy comes into play.

A content strategy is a plan that uses content, including written, audio, and visual, to achieve goals. This content should be thoughtfully curated to attract prospects and members at every stage of the user journey.

A content strategy can include:

Keyword research
Mission statement & goals
Current top-performing content
Content brainstorm
Editorial calendar

More importantly, though, the content defined in your strategy will help educate, inform, and engage website visitors, which can translate to new members.

Top 3 Benefits of Having a Content Strategy

You still may be wondering: Why exactly does my association need a content strategy? Though the benefits are tenfold, we detail the top three below.

1. Brand awareness and increased website traffic. It may seem obvious enough, but optimized content can help drive more traffic to your website and improve brand awareness for your association. The keyword research within your content strategy can also help boost your SEO and ranking in Google.

2. Enhanced member trust. You may be an expert in your field, but without content, how will your prospects or members know it? Content addressing industry issues, member questions, or featuring educational materials (think: webinars or e-books) can establish your credibility, thus building trust.

3. Curated consumer content. Sure, your content can educate your members and constituents, but it can also educate you. Associations that analyze how their data is performing can identify which topics resonate best with members—and capitalize on it. You can also use this data to appropriately connect your content directly to a visitor’s user journey.

As you implement your content strategy, keep in mind that your content needs a purpose. While you likely won’t see results overnight, ensuring that your content is answering a member question or pain point will be key to reaping the benefits.

Take the Next Step in Your Content Marketing Strategy

Now that you know why a content strategy is so important, it’s time to take action. Download this free Content Marketing Strategy Workbook and Editorial Calendar from our sister company, Ready North, to get your strategy underway. And if you need help, leave it to the pros, and we can create a plan guaranteed to drive engagement.

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