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How Associations Can Connect Content, Marketing and Data to Drive Membership Engagement

August 5 @ 1:00 pm - 2:00 pm EDT

Event Category:

Course Description:

Association audiences have changed — but most organizational structures haven’t.

For years, content and marketing have operated separately, often divided between audience trust and performance goals. Meanwhile, today’s members are researching, learning, and making decisions across a fragmented, non-linear journey shaped by digital channels, peer networks, events, and AI.

As a result, associations are producing more content than ever, but often struggling to create meaningful engagement, reach new audiences, and connect efforts across teams.

This session explores a new model for association engagement — one where content, marketing, and data work together as a connected system rather than disconnected functions.

Attendees will learn how to better align content strategy with audience behavior, reduce duplication across channels, and create more intentional member experiences that build trust and drive action. Through real-world examples and practical frameworks, the session will demonstrate how associations can shift from siloed communications to a more connected ecosystem designed for modern audience engagement.

The session will also explore how AI and association technology platforms can support smarter content planning, personalization, measurement, and cross-channel coordination.

Participants will leave with actionable ideas to improve internal alignment, strengthen audience engagement, and make content work harder across the organization.

Learning Objectives:

Identify how siloed content and marketing structures create friction across the member journey.

Explain how AI, zero-click behavior, and fragmented discovery are reshaping audience engagement.

Apply a connected content framework that aligns content, marketing, and data around shared goals.

Evaluate practical ways to operationalize a more integrated engagement strategy within their organization.

CPE Course Credit Information)

Level Intermediate

NASBA (Field of Study) Communications and Marketing

CAE (Subject Domain) Marketing & Communications

Prerequisites and advance preparation needed 1 years operations experience. No advance preparation required

Reviewer Wade Tetsuka, CPA

CPE/CAE Credits 1.0

Cost Free

Delivery Group Internet Based

Course ID W753

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for CAE credits toward your CAE application or renewal of professional development requirements.

U.S Transactions Corp. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.NASBARegistry.org.

In accordance with the standards of the National Registry of CPE Sponsors, CPE credits have been granted based on a 50-minute hour.

(National Registry Sponsor Nr: 138278)

RSVP

1 Going

INSTRUCTORS

Joe Stella

Chief Executive Officer at BackPocket Agency

Joe brings 25 years of content marketing expertise across diverse industries, including finance, consumer packaged goods, quick service restaurants, nonprofits, retail, and technology. As a…

Susan Welter

Vice President of Marketing at PCMA

Susan is a transformative marketing and growth executive with more than 25 years of experience leading strategic initiatives for mission-driven organizations, associations, and nonprofits. …