Strategies to Overcome Content Struggles

November 11, 2021

By Sarah Sain, Director of Content and Member Communications for Naylor Association Solutions


The following is a summary of the article, “BREAKING THROUGH THE NOISE: CREATING CONTENT THAT CONNECTS,” featured on 


When it comes to the world of association professionals, content is essential to increase member engagement and drive traffic.

To best develop an effective content strategy, especially one that will accommodate your staffing resources, Sarah shares you do not need to focus efforts on every communication channel. Instead, concentrate on platforms your members consume information from the most.

To better understand what the more popular channels are among your members, consider doing the following:

  • Conduct member surveys
  • Analyze e-mail data
  • Hold focus groups


After you have narrowed down the focus of certain platforms, look to repurpose content. For example, repurpose an article as a social media post, a podcast or video recording as a blog; the list goes on.

No matter what content you create, keep in mind the question, “Why?” Specifically, “Why will an audience want to know this? Why will they benefit from this information?” Taking their needs into account will result in greater reach and greater return to your websites, online resources, etc.

Naylor has conducted and released a 2021 Association Communications Benchmarking Report. This resource, available for free download, surveyed nearly 500 leaders of North American trade associations, professional societies and associations. Companies gave insight into which outlets have grown among their audiences, which areas they succeed in, and which areas they face challenges. There are important content stats and quick facts available for your use as you look to plan, and implement, your 2022 strategy.

Read Sarah Sain’s entire article and interview here on Association’s Now.


About Naylor Association Solutions

For over 50 years, Naylor Association Solutions has provided association professionals with solutions they need to increase member engagement, non- dues revenue, and more. Their solutions include member communications, management of live and virtual events, online career centers and job boards, and more. Naylor serves over 1,700 associations across 80+ industries in the U.S. and Canada.

For more information, visit