Building a Sustainable Digital Content Strategy for Your Association

Professional associations today continue to play an important role for entrepreneurs and independent members of any sector or industry. They provide opportunities for professionals to network, build their knowledge, and nurture collaboration on meaningful projects. However, trends indicate that more professionals will prioritize digital engagement. Hence, associations need to keep pace with this trend.

For instance, as per reports, 67.5 % of the world’s population, or 5.52 billion internet users, were online. Of this figure, 63.8 %, or 5.22 billion, were social media users. By embracing online engagement as the norm, associations can build engaging, interactive online ecosystems and revitalize their cultures. In this blog, we deconstruct common barriers and outline five pillars of sustainable digital content strategy to help associations stay relevant and thrive in the digital era.     

Table of Contents:

I. Key Challenges with Digital Content Strategy

1. Lack of Relevant Content 
2. Lack of Consistent Engagement 
3. Lack of Streamlined Systems

II. 5 Pillars of Sustainable Digital Content Strategy

1. Streamlined Content Creation Workflows
2. Superior Digital Asset Management
3. Multiple Content Distribution Channels
4. Data-driven Analytics And Measurement 
5. Continual Member Feedback Integration

III. Impact of a Sustainable Digital Content Strategy

1. Self-Sustaining Content Pipeline 
2. Relevant Content 
3. Consistent Engagement 
4. Higher Membership Retention & Enrollment

IV. Conclusion

Associations typically face the following challenges that prevent them from building an effective digital content strategy: 

The needs of association members are dynamic. Skills, job roles, and trends continue to evolve based on market conditions. However, associations may not have the right digital content management mechanism to churn out regularly updated content relevant to contemporary professionals’ needs. 

Contemporary content and communication are becoming highly interactive, accessible, and inclusive. However, a significant volume of communication in traditional associations continues to be a one-way street. Professionals do not have opportunities to meaningfully engage with their community peers, industry members, potential recruiters, mentors, and other stakeholders who can help shape their career paths. 

Associations may not have access to the right digital tools and technologies to enable them to build a sustainable digital content strategy. Legacy digital platforms have many limitations, such as poor publishing and collaborative infrastructure. They lack the agility and user-friendly interface that associations require to build vibrant and dynamic communities.   

Here is a roadmap to help associations build a robust, self-sustaining digital content strategy.

Associations need a framework that enables easy creation and publication of content. They need access to ready-to-use solutions equipped with streamlined content creation workflows. For instance, adopting an AI-powered digital textbook publishing platform such as KITABOO can help associations build the right foundation.

• This solution helps simplify and automate content creation workflows. 
• The content creation and publishing process becomes intuitive, user-friendly, and collaborative. For instance, association members can simplify their work by choosing from pre-designed content templates. 
• Association team members can log in from any location and produce content as per their calendars.  
• Creators can build multimedia content using multiple formats, such as videos, audio representation, slide shows, interactive eBooks, and 3D models. 
• Associations can build content that is accessible to diverse member needs. 
• The software is also designed to help associations streamline the distribution process and build a unified viewing experience for members.

The use of superior digital publishing software, such as KITABOO, not only paves the way for the creation of high-quality content. Associations can enhance digital asset management strategies and repurpose assets in multiple ways. 

• Associations can build well-equipped digital libraries with ease of access for members. 
• They can curate multiple digital assets to build modular eLearning programs that help members upgrade their skills. These programs can be updated quickly and efficiently and revamped as needed. 
• In-built features such as digital rights management enable associations to control the authorized use of their content. This feature allows associations to drive revenues via content and eLearning subscription models. 

In a survey, 88% of Gen Z respondents preferred to engage with brands across physical and digital channels. Professionals, too, seek to engage across multiple channels of preference. Hence, the distribution approach plays a very important role in the success of the overall digital content strategy. 

• By adopting an omnichannel distribution strategy, associations can engage with members at the touchpoints of their preference. 
• The diversity of channels comprises social media platforms, messaging apps, newsletters, apps, and websites. 
• Associations can also reap the benefits of AI in two key ways: they can identify key member touchpoints at scale and deliver personalized content journeys to members across the channels of their preference. 

Measuring the effectiveness of one’s digital content strategy is an important step towards understanding if the content is engaging for members. A superior digital publishing platform has built-in AI-powered data analytics that simplifies measurement. Associations can also forecast the success of content based on historical data. Emerging data insights form the foundation for future digital content planning. 

Many associations forget to take into account the real-time expectations and experiences of members. Listening to members is one of the most important aspects of digital content strategy. Hence, associations must build relevant mechanisms that continually capture member feedback. Interactive formats, such as polls, surveys, and face-to-face interviews, can offer significant data to back future content strategy.

A snapshot of key takeaways: 

Associations are well-positioned to build a continuous pipeline of accessible, multi-format content and community activities for members.

Associations can build relevant content based on the evolving member needs and aspirations. 

These efforts translate to higher engagement levels, which can be continually measured and improved upon through data-centric decision-making.  

Associations can drive higher member retention and subscription revenues. They can target new members, especially those from future generations. 

Building a sustainable digital content strategy is a key ingredient in the success of any thriving association today. The five key pillars comprise streamlined content creation workflows, superior digital asset management, an omnichannel distribution strategy, superior analytics and measurement, and continual user feedback. Technology will play an important role in the efficient and effective execution of all five pillars. The adoption of AI-powered digital publishing solutions is an important step in the right direction. 

If your association aims to transform its membership culture, consider developing a multi-prong digital content strategy that combines technology and expertise. Digital textbook publishing platform KITABOO delivers the right framework to help associations stay relevant for future generations of professionals. 

Connect with us now to start a conversation.

Also Check:

1. K12 Publishers
2. Associations & Societies
3. Trade Publishers
4. Training Companies
5. Content Aggregators