Membership Management – The Importance of Creating Content

Membership Management

When it comes to creating a presence online, content is king. While you can have a flashy website, fully branded with your logo and colours, it is the content you publish there that will drive people to visit your website and engage with you further.

Creating interesting, insightful, funny and informative content will help foster loyalty from your existing members and help nurture future prospects into exploring your offerings further. In this post we will look at why you need content, the types of content you should adopt and how to leverage it to help meet your membership management objectives.

Why Create Content?

Content is one of the most cost effective ways you can add value to your organisation offerings without the need to discount member fees. By creating regular blog posts, social media updates, photos and even videos, you will help build trust amongst your members who will perceive your content as being genuinely valuable to them. Furthermore, you will also find content can help to start, maintain and strengthen ongoing relationships with future members and others with whom you partner.

If that is not enough to convince you, then consider that a diverse content strategy can help attract new leads and members, help you make direct and relevant connections with others who could be beneficial to your organisation, and to sell your offerings to your audience.

Types of Content

Having decided to implement a content strategy you will need to consider which forms of content will best suit your needs and goals. Not every form of content will suit you, so it is important to identify those types which will best fit with your goals, your available resources and which will be easily viewed by your members and target audience.

Common types of content across the web include:

  • Blog posts – informative articles published on your website which talk about topics relevant to your organisation and of interest to your audience. Often easy and cost  effective to produce, blog posts are often the best choice for any content strategy.
  • Social media – Facebook, Twitter, Pinterest, Instagram and LinkedIn are where the world comes together to talk and engage. Sharing and creating posts across your social channels can elicit high levels of engagement. However, monitoring and populating social channels can be labour intensive and you will need to be able to identify the best performing post types and channels in order to achieve a good ROI.
  • Video – these days creating good quality videos is easy and publishing them online cannot be easier thanks to the likes of sites like YouTube, Vimeo and Vine. From simple introductory videos into what your organisation offers members, to videos documenting activities, events and fundraisers, this form of content can be profitable and often tops the ‘most shared content type’ list.
  • Images – photographs offer a great way to provide insight into what you offer. Social channels like Instagram make it easy to share your images with a wider audience.
  • Downloadable media – this includes eBooks, whitepapers, case studies and articles. These are often long forms of content which seek to answer questions, provide solutions to problems and offer valuable information. In order to access such media an email address is required, which makes downloadable media perfect for lead generation. You could also consider making your organisation brochure/prospectus downloadable via your website – a cost effective alternative to the traditional print and post.

Creating a Content Strategy

1. What is the Purpose of your Content?

What do you want to achieve with your content? Defining a clear set of objectives and goals will help you determine which content types are best suited to you and the forms of content you will need to produce. Content strategies will usually seek to achieve three things:

  • Engage
  • Attract
  • Inform

By placing your goals and objectives within these three areas you will find it easier to identify the types of content you will adopt and the channels you will use to publish your content.

2. Content Channels

Where can your content be found? A good content strategy will use a range of channels in which to publish and spread their message. For example:

  • Newsletters (via email)
  • Blog posts (on the website)
  • Video (YouTube/Vimeo)
  • Direct email (Mailing list)
  • Social Media (Facebook/Twitter)

The majority of channels are free to set up and publish on, whilst others such as creating a blog on your website will require a small investment to get it setup. Begin with just one or two channels, such as your blog and a Facebook page, then create other channels as your audience begins to grow and you identify other forms of content to pursue. You can then use your existing channels to promote the new ones.

The idea is to start small and build out your channels over time. Unless you have considerable resources and funds to invest, hitting a large number of channels from the outset can result in you struggling to maintain and populate them with any kind of content which will engage, attract and inform your audience.

3. Choosing your Content’s Content

What will you post? Keeping your audience interested will require a good mix of content. But don’t make it too complicated, and above all keep what you post in line with your organisation activities and brand. This includes anything you share from other members.

Examples of content include:

  • Blog posts – informative, newsworthy, insightful
  • Images – organisation images, images from other sources related to your organisation
  • Funny – be careful with humourous posts, not everyone might find it funny. Poke fun at yourselves, but not your members.
  • Share member stories – has a member achieved something great? Maybe they need help, or have reached a milestone or anniversary. Welcome new members, and thank the loyal ones.
  • Curated content – find other peoples content which is related to your own and which you think would benefit your members. Use a excerpt in your social media updates and link back to the original source. This is a good way to find content to post while you generate your own.
  • News and announcements – use social media and your blog to keep your members informed of important news and updates.

4. Scheduling

When and how often will you release content? It is important to post regularly across all your channels but make sure you can maintain the posting schedule you set out.

An example content schedule could look like this:

  • Blog posts – 2 – 3 times week using a combination of own posts, curated content and news/announcements.
  • Social media – Aim to post daily on Facebook or at least every other day. Twitter strategies are more involved, often requiring you to post 2-3 times a day.
  • Newsletters – a monthly email is a good way to send your members a roundup of the past months news and happenings within your organisation. Your membership management software will be able to schedule your newsletter to go out automatically to your members via email.

The Opportunities for Growth

Once your content strategy is established and you are up and running, it is important to regularly take stock of how you are doing. After the first six months take a look at how your content has been performing – blog post views, comments, shares, social media shares, engagement etc. As you build your content channels you will discover various tools which will help you measure the results of your efforts. Remember Rome wasn’t built in a day and it can take a while for content to reach your target audience.

As your content grows and you begin to develop new strategies, you should be able to identify new opportunities for growth and increasing your reach. For example:

  • Getting people to sign up to your social channels
  • Creating opportunities to share your content
  • Generating leads via downloadable media
  • Newsletter sign-up forms for both members and non-members
  • Using multi-channel promotions e.g. Facebook competitions promoted via Twitter; promote new blog posts on social channels.

A good content strategy can make a big difference to the ongoing success of your organisation. By giving people quality content they will want to read, share and talk about, you will place your name/brand in people’s minds. By using social networks you can leverage your members networks of friends to reach out to more people and help promote the original content you create. And as your strategy evolves, you will discover new and creative ways to reach more people and achieve your objectives.

Of course, to manage all the new members you’re content strategy will pull in, you’ll need a membership management system.  To help guide you through the evaluation process, we’ve put together a Free Buyers Guide that details the features you’ll need to successfully manage your membership online.  Download your free copy via the link below or take an interactive tour of to see how easy it is to manage your membership online.

Managing Members Online - Free Buyers Guide

Take the Tour


Please note: I reserve the right to delete comments that are offensive or off-topic.

111 thoughts on “Membership Management – The Importance of Creating Content

  1. I truly wanted to construct a brief comment to say thanks to you for those fantastic solutions you are showing on this site. My time intensive internet investigation has finally been honored with incredibly good facts and strategies to share with my companions. I ‘d suppose that many of us visitors are quite blessed to be in a fabulous site with very many marvellous professionals with very helpful things. I feel extremely grateful to have discovered your web pages and look forward to many more exciting moments reading here. Thank you again for a lot of things.

  2. I’ve been exploring for a little bit for any high quality articles or
    weblog posts on this sort of area . Exploring in Yahoo I finally stumbled
    upon this website. Reading this information So i’m happy to exhibit
    that I’ve an incredibly good uncanny feeling
    I found out exactly what I needed. I such a lot no doubt will make sure to do not forget this site and provides it a look on a relentless

  3. First of all I would like to say great blog!
    I had a quick question which I’d like to ask if you do not mind.
    I was interested to find out how you center yourself and clear your mind prior
    to writing. I’ve had trouble clearing my mind in getting my thoughts out.

    I do take pleasure in writing but it just seems like the first 10 to 15 minutes are lost simply just trying to
    figure out how to begin. Any recommendations or hints?

  4. Do you mind if I quote a coluple of your posts as long as I provide credit and sources back to
    your webpage? My blog is in the very same niche as yours and my vsitors would truly benefit from a
    lot of the informatrion you provide here. Pleaase let
    me know if this ok with you. Thank you!

  5. Yesterday, while I was at work, my cousin stole my iPad
    and tested to see if it can survive a 25 foot drop, just so she can be a youtube sensation. My apple ipad is now broken and she has 83 views.

    I know this is totally off topic but I had to share it with someone!

  6. I’m curious to find out what blog platform you have been working with?
    I’m experiencing some small security problems with my latest site and I would like to find something more secure.
    Do you have any suggestions?

  7. Luminati claimed that two Oxylabs’ products – its residential proxy
    community and Actual-Time Crawler – allegedly infringed Luminati’s patents.
    Oxylabs helps its purchasers unearth the hidden gems of entedrprise intelligence
    data by not solely offering state-of-the-art products but also by sharing our intensive know-how with
    valued companions. Strikingly, all indicators of industrial capacity utilisation – coal energy plants,
    blast furnaces, coking, steel merchandise, refineries
    – deteriorated additional within the week commencing 10 February, when enterprise was formally
    explected to resume. The Federal Reserve’s emergency
    curiosity-price cut earlier thjis week will ultimately trickle all thhe way
    down too the housing market as mortgage lenders move on a number
    of the savings to customers. In this atmosphere, overseas demand is essential to maintain the market humming along.
    Steady price increases during intervening years or a long tiime keep their desired homeownership goal firmly outdoors their financial attain. Ad fraud is probably not
    new however its impression on the advertising and marketing
    trade has progressively elevated in the course oof the last three many years.

    My web psge :: Lillian

  8. When I initially commented I appear to have clicked the -Notify me when new comments are added- checkbox and from now on each time a comment is added I
    recieve four emails with the same comment. Is there a means you are able to remove me from
    that service? Appreciate it!

  9. Just desire to say your article is as astonishing. The clearness for your put up is just excellent and that i could think you are knowledgeable in this subject.
    Fine together with your permission allow me to grasp your RSS feed to keep updated with drawing close post.

    Thanks a million and please continue the gratifying work.

  10. Hello there! I know this is kinda off topic but I’d figured I’d ask.

    Would you be interested in trading links or maybe guest writing a blog post or
    vice-versa? My blog goes over a lot of the same topics as yours and I feel
    we could greatly benefit from each other. If you might be interested feel free to send
    me an email. I look forward to hearing from you! Great blog by the way!

  11. That is very fascinating, You are an excessively professional blogger.
    I’ve joined your feed and look forward to in search
    of more of your great post. Additionally, I have shared your web site in my social networks

  12. Hello there! This article couldn’t be written much better!
    Going through this post reminds me of my previous roommate!
    He constantly kept preaching about this. I most certainly will forward this information to him.

    Fairly certain he’ll have a great read. Thank you for sharing!

  13. With havin so much written content do you ever run into any
    problems of plagorism or copyright violation? My website has a lot of
    exclusive content I’ve either written myself or outsourced
    but it appears a lot of it is popping it
    up all over the internet without my authorization. Do you know any ways to help
    prevent content from being stolen? I’d certainly appreciate it.

  14. I discovered your blog post internet site on the internet and appearance some of your early posts. Always maintain inside the great operate. I simply additional increase your RSS feed to my MSN News Reader. Seeking forward to reading more by you at a later time!…

  15. I’m not sure exactly why but this web site is loading incredibly slow for me.

    Is anyone else having this problem or is it a issue on my end?
    I’ll check back later and see if the problem still exists.

  16. Greetings from Ohio! I?m bored to tears at work so I decided to browse your blog
    on my iphone during lunch break. I really like the knowledge you
    provide here and can?t wait to take a look when I get
    I?m shocked at how quick your blog loaded on my mobile ..
    I?m not even using WIFI, just 3G
    .. Anyways, superb site!

  17. Can I say such a relief to discover someone that actually knows what theyre referring to over the internet. You definitely understand how to bring a concern to light and work out it crucial. More people need to see this and can see this side of the story. I cant think youre less well-known as you definitely contain the gift.

  18. Excellent read, I just passed this onto a friend who was doing a little research on that. And he actually bought me lunch because I found it for him smile So let me rephrase that: Thank you for lunch!

  19. Oh my goodness! an incredible write-up dude. Many thanks Nevertheless My business is experiencing trouble with ur rss . Do not know why Cannot enroll in it. Perhaps there is anyone obtaining identical rss problem? Anyone who knows kindly respond. Thnkx

  20. Also I believe that mesothelioma cancer is a exceptional form of melanoma that is typically found in those previously subjected to asbestos. Cancerous tissue form from the mesothelium, which is a defensive lining that covers many of the body’s body organs. These cells usually form in the lining of the lungs, tummy, or the sac which actually encircles one’s heart. Thanks for revealing your ideas.

  21. Hello I am so excited I found your web site, I really found you by mistake,
    while I was looking on Google for something else,
    Anyhow I am here now and would just like to say thanks
    for a tremendous post and a all round exciting blog
    (I also love the theme/design), I don’t
    have time to go through it all at the moment but I have bookmarked it and also added your RSS feeds, so when I have time I will be
    back to read more, Please do keep up the superb work.

  22. Somebody necessarily
    lend a hand to make significantly articles
    I might state. This is the first time I frequented your website page and up to now?
    I surprised with the research you made to create this actual put up amazing.
    Magnificent task!|
    Heya i?m for the first time here.

  23. I like the valuable info you provide for your articles.

    I will bookmark your blog and take a look at again right here regularly.
    I am slightly certain I will learn many new stuff right here!
    Good luck for the following!

  24. It’s a shame you don’t have a donate button!
    I’d certainly donate to this fantastic blog! I guess for now i’ll settle for book-marking and adding
    your RSS feed to my Google account. I look forward to fresh updates
    and will talk about this site with my Facebook group. Chat soon!

    Also visit my blog: Situs Judi Qq

  25. Pourquoi ne pas relater les significations déclarées la semaine dernieres selon la chambre national? Au minimum on aurait la possibilité de chicaner selon les vrais taux;

  26. I¡¦ve read a few good stuff here. Definitely worth bookmarking for revisiting. I wonder how a lot effort you put to create this type of great informative website.

  27. A powerful share, I simply given this onto a colleague who was doing a little bit analysis on this. And he the truth is bought me breakfast as a result of I found it for him.. smile. So let me reword that: Thnx for the deal with! But yeah Thnkx for spending the time to discuss this, I really feel strongly about it and love studying extra on this topic. If possible, as you turn into expertise, would you mind updating your blog with extra details? It is highly helpful for me. Big thumb up for this blog submit!

  28. Aw, this became an extremely good post. In notion I must devote writing in this way additionally – spending time and actual effort to make a great article… but exactly what can I say… I procrastinate alot and also by no means often get something carried out.

  29. After study a couple of of the blog posts in your web site now, and I actually like your means of blogging. I bookmarked it to my bookmark web site listing and will be checking again soon. Pls check out my website as nicely and let me know what you think.

Comments are closed.