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.

Powered by ASAE, the Xperience Design Project was an inspiring two-day learning opportunity focused on creating successful association events and experiences. With time to exchange business ideas and network, XDP provided an open and creative space to share and learn from partners, vendors, and association professionals. Attendees learned how to attract the right registrants, create meaningful connections, and deliver a return on investment year after year.

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.