If you’re a tech leader at an association, you probably find yourself struggling with the same questions over and over. Questions like:

• How do I support the unique organizational structure of an association?
• How can the tech stack support the lead generation goals of the marketing team?
• How do we increase engagement and boost retention?
• Are we making the most of the tools we have?
• Is it time to add new elements to our tech stack?

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.

If you’re new to the world of associations, you may not be familiar with the kind of software that’s commonly used in this industry.

Member engagement can be harder to measure in trade associations than in professional societies. But that doesn’t mean it’s not vitally important.

Why do some members leave an association while others go on to become board members? Why are some people passionate, vocal advocates for association membership, while others don’t even bother to open emails?

It all comes down to one thing: member engagement.

If you’re not familiar with the phrase “tech stack”, it might conjure up an image of something like a Jenga tower.

Actually, this isn’t a bad comparison. Your tech stack is the sum total of all the systems in your IT infrastructure – everything that is regularly used in-house, from Association Management Software (AMS) to marketing automation tools