Developing Engaging Content

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The content your association is developing needs to attract your audience’s attention so they stop and ingest what you’ve posted or published. That’s the first step in engagement. The next step, if you have a call to action, is for them to complete what you’re asking them to do. You don’t want to have a CTA on every piece of content, but it’s inevitable you will sometimes.

The Rule Of Thirds

Even though there is no single step to drive engagement with your association's content, there is one golden rule to follow especially when it comes to social media marketing for associations; the rule of thirds. The rule of thirds helps balance your association's content topics.

This best practice means that your association should use:

1/3 of your posts to promote member benefits/CTAs
1/3 of your time interacting with your community
1/3 sharing industry news, tip and informative content your community would benefit from

Using the rule of thirds can help increase engagement and diversify your activity to help grow your association.

The following are engagement ideas your association can try.

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Make new members feel welcome

Use hashtags

User-generated content

Questions and poles

Respond to your members’ questions and shout-outs as soon as possible

You gain respect and perception as an authority in your industry by being present and talking to your audience. It takes effort and time to build relationships by ensuring conversations or engagement opportunities are embraced. Whether it’s benefiting from compliments or responding to questions, you shouldn’t leave anyone who is engaging with your association without a response for very long.

Design Tips

The simplest form of engagement is when your audience stops what they’re doing to consume your content. To help ensure that happens, design for maximum readability.

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Use white space

Use an easy-to-read font

Use colored backgrounds cautiously

Focus on one CTA

Remember that only 1/3 of your content’s purpose is to promote member benefits; the other 2/3 purpose is communication and engagement. If you include too many tasks, your content is no longer a warm touch and it will leave your members feeling like all you want is their money.

Here are a few ideas for CTAs you can use:

Volunteer
Donate to a specific one-time thing like equipment, items that are in low supply or upcoming event sponsorships
Register for an upcoming event

Respond to your members’ questions and shout-outs as soon as possible

You gain respect and perception as an authority in your industry by being present and talking to your audience. It takes effort and time to build relationships by ensuring conversations or engagement opportunities are embraced. Whether it’s benefiting from compliments or responding to questions, you shouldn’t leave anyone who is engaging with your association without a response for very long.

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