Content marketing is a big deal in the for-profit sector, where over half of businesses invest in this strategy to attract new customers.

Associations can also use this approach. In fact, associations have a big advantage over commercial enterprises. Most professional and trade groups already have a huge body of content to leverage, including training materials, white papers and industry research.

Let’s look at how you can start putting this strategy into action.

Recently, I had the pleasure of pounding the proverbial charcoal grey carpet at ASEA’s MM&C Conference, held in D.C. Teeming with nearly 1,000 marketing and membership leaders in the association space, the event was a breath of fresh air in terms of digital possibility and receptiveness.