You might have a great association marketing plan, but nothing will come of it unless you have the right tools to turn plans into actions.

You won’t always have the kind of expertise on hand that you require for marketing success. There are circumstances where you need additional technical expertise or some assistance with strategy, or simply a new pair of eyes and some fresh thinking.

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.