Content creation is likely an integral part of your association’s marketing strategy. However, creating quality content in a specialized industry, especially when you're not an expert within that field, can be challenging. Fortunately, there are several strategies content creators and association marketers can use to produce valuable content that resonates with their target audiences and sets their organization apart as thought leaders. These five tips can help you get started.
1. Leverage the experience of your association’s leaders and volunteers.
One of the first steps toward creating quality content is getting familiar with the ins and outs of the industry. You can start this research by tapping into your association’s leaders and volunteers. Often, these highly engaged members are also knowledgeable industry experts who are excited to discuss the nuances of their profession and the details of their work. Schedule a 15-30-minute informal meeting with them to gather background information and data about the industry. Ask them to provide a "day-in-the-life" perspective, which can give a firsthand look at the wins and challenges they face. This direct input from industry insiders will help you understand the particulars of the field, giving you a foundation for creating expert content.
2. Interview subject-matter experts within your association or industry.
When writing longer-form content such as blog posts, guides, etc., conduct interviews with subject-matter experts (aka your association’s members) to draft content that stands out. These interviews provide quotes and other insights that offer a unique perspective that can't be easily replicated by others, making your content more credible and engaging.
3. Ask your SMEs to verify industry jargon and clarify any gray areas.
While creating content, ensure that you're using industry-specific jargon correctly. To achieve this, involve your SMEs in the review process. Share your content with them and ask them to verify the accuracy of technical terms and terminology. If you’re tasked with writing content that may be a bit more complex, ask your SMEs to provide feedback on areas you may need clarity on.
4. Encourage members to contribute content.
If your association has a blog or publication, consider inviting members to contribute. This may require some initial legwork, including creating content guidelines, developing editing processes, etc., but the payoff is worth it. Members have unique perspectives and experiences to share, adding diversity and authenticity to your content, as well as giving them an additional outlet to connect with their community and volunteer with the association.
5. Harness the power of AI.
There are numerous generative AI tools that can help get marketers familiar with a profession or industry they’re working with. These tools can assist in multiple ways:
- Explaining industry concepts: Use AI to explain complex industry concepts or terms you may not fully grasp.
- Identifying trends and challenges: Ask AI to identify the latest trends or challenges within the industry, providing you with up-to-date information and potential hot topics to address in your marketing.
- Brainstorming relevant topics: AI can help generate content ideas and even provide outlines on how you can address the topics your members care about.
Note: While AI can assist in brainstorming and content planning and creation, it’s essential to fact check any AI-generated copy and use it as an outline or starting draft, not as a publishable final piece.
By implementing these strategies, your association can create content that stands out in your industry and among your members. As you consistently produce informative and engaging materials, you'll increase your organization’s value proposition and awareness as a thought leader — even if you are not an expert.
Learn more about how MCI USA helps associations design publications, communication strategies, marketing campaigns and content that connect and drive engagement.
Frances Moffett is the editorial content director at MCI USA.
