Written by: Vickie Sullivan | March 27, 2018
Distributing Your Content Through Industry Associations
Earlier this month, I wrote about sponsored content trends in associations. There’s another major development in this space that thought leaders need to pay attention to.
Go back to this report by association management giant Smith Bucklin, and check out section #7, which highlights a new dynamic using members for continuous content. Yes, members have always been invited to post articles. Engagement, though, has become a problem. This format combines subject matter expertise with member experiences. This will happen across all formats, such as video and podcasts.
Listen: 2 ways to get your content into associations
This new format helps members promote their personal brand, so it’ll be a popular move. Keep in mind this is beyond increasing engagement. The purpose here is to retain members by deepening the relationship between them. Outside experts won’t create that connection, so watch for an uptick in “members only” editorial policies.
The upshot: Using associations to promote your thought leadership has some new obstacles. Proceed accordingly.
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