How Three Associations Are Boosting Member Engagement with Content

At a time when member needs and expectations are skyrocketing, and industries are evolving at breakneck speed, associations face ever-mounting challenges. How do you keep members engaged when they’re increasingly inundated with information from countless sources? How do you ensure your content cuts through the noise and delivers real value? For many associations, these questions aren’t just theoretical — they’re existential.

Content isn’t just a tool; it’s a lifeline that connects associations to their members, fosters community, and reinforces their relevance. Whether it’s providing timely insights, creating opportunities for peer-to-peer learning, or delivering resources in innovative formats, leading associations are redefining how content can drive member engagement and loyalty.

Lead Marvels spoke with leaders from three associations to uncover how they’re using content to deepen member engagement and stay ahead of the curve.

At the American Marketing Association (AMA), content isn’t just a tool — it’s a core part of the value members experience. Established nearly 90 years ago with the launch of the Journal of Marketing, the AMA was created by marketing professionals and academics who saw the value of uniting around shared knowledge.

“Our organization literally started with content, and that commitment hasn’t changed,” says Matt Weingarden, AMA’s Executive Vice President, who describes content as the force that provides both the lift and propulsion for AMA’s mission.

A member-centric approach is central to AMA’s content strategy. Through an “always on” listening approach — leveraging surveys, focus groups, and real-time monitoring of discussions on social media and in chapter meetings — the AMA continuously gathers input directly from its members to shape relevant content topics. 

This proactive method ensures the organization stays attuned to emerging challenges and trends among its members. Topics are then organized to align with the professional skills and insights marketers need now and in the future.

These member-driven topics become the foundation for structured learning paths, often contributing to professional accreditation and certification. By creating content that aligns with formal skills frameworks, the AMA ensures that its educational resources are not only relevant but also recognized for their rigor and value.

“This approach allows us to cut through the noise,” says Weingarden. “When members see content tied to a credible learning path or certification, they know it’s been carefully curated to meet our rigorous standards.”

This focus on accredited, skills-building content helps AMA stand out from the wide range of available information from other sources, offering members something both practical and professionally enriching.

To ensure members can engage with content on their own terms, AMA embraces a multi-format approach, repurposing key resources across various channels. An in-depth article might be adapted into a podcast episode, summarized as a quick-read newsletter, or used as the basis for a webinar, allowing members to choose the format that best fits their schedule.

This flexibility not only makes content more accessible but also reinforces its impact by creating multiple touchpoints for engagement. By delivering content in diverse ways, AMA integrates learning opportunities seamlessly into members’ daily routines, enhancing both reach and relevance.

“We see content as the bridge between our members and their goals,” says Weingarden. “It’s not just about providing information; it’s about creating meaningful touchpoints that keep members connected, inspired, and invested in the AMA community.”

The American Accounting Association (AAA) is a global association primarily for accounting academics, with over 25% of its members based outside the U.S. AAA supports its members’ professional growth by offering a wide range of content resources, from multiple research journals to hosting specialized conferences and meetings.

With members specializing in 17 different fields — such as forensic accounting, taxation, and sustainability — the challenge for AAA is to create content that meets the diverse needs of these niche communities. To address this challenge, AAA has embraced a member-led content approach by leveraging the depth of expertise within its membership.

“Our members are the heart of our content,” says CEO Yvonne Hinson. “By empowering members to share their expertise and support one another, we’re not just providing resources — we’re building a community where learning, collaboration, and engagement thrive.”

Hinson explains that the association relies heavily on its members to create content and lead educational sessions. For example, it recently launched a new webinar series that empowers members to share their expertise with peers on topics such as integrating technology into accounting courses or navigating peer review processes. This peer-learning model not only keeps content relevant and valuable but also builds a strong sense of community.

AAA continually assesses the effectiveness of its content through metrics like attendance, CPE hours awarded, and member satisfaction surveys. By tracking these data points, AAA gains insights into which topics and formats resonate most, allowing them to improve future offerings.

Another key content initiative at AAA has been to bridge the gap between accounting academics and practitioners, ensuring that scholarly research translates into practical applications. “We’re making sure that the valuable insights our members produce don’t stay locked in academic journals but instead reach the professionals who can put them into action,” says CEO Yvonne Hinson.

To achieve this, the organization recently licensed Lead Marvels’ Resource Library platform to launch the AAA Impact Hub. The AAA Impact Hub is a searchable, member-friendly way for accounting practitioners to learn about relevant academic findings condensed into more accessible formats, such as infographics, plain-language summaries, and podcasts.

Hinson appreciates the platform’s ability to deliver engaging and organized content. “Lead Marvels’ platform is incredibly user-friendly and visually engaging,” she says. “It’s exactly what we needed to make important insights more accessible and impactful for our members.” 

The National Association of Benefits and Insurance Professionals (NABIP) serves as a vital resource for health insurance agents and brokers navigating the complexities of their field — as well as the consumers who rely on NABIP members for affordable access to healthcare. Representing more than 100,000 licensed professionals nationwide, NABIP is dedicated to empowering its members with the tools and information they need to better serve their clients.

But keeping pace with the shifts in healthcare policy and market demands at both the local and federal levels can be daunting. Shifts in Medicare, the individual market, and employer-sponsored insurance require constant vigilance and agility from NABIP’s content team.

“Our members rely on us to help them stay ahead of the curve,” says Kelly Loussedes, NABIP’s Senior Vice President of Public Relations. “Whether it’s a new regulatory development or a shift in market dynamics, we’re committed to delivering timely, actionable content that keeps them informed and ready to respond.”

To meet this demand, NABIP has significantly expanded its digital media offerings to ensure its members remain informed and engaged. By providing timely updates on legislative changes and industry trends through newsletters and other digital channels, NABIP ensures members stay informed no matter where they are. Webinars and podcasts add further opportunities for education and engagement, offering flexible, accessible formats that align with members’ busy schedules.

“We’ve focused on delivering content in the formats our members prefer, ensuring it’s timely, relevant, and actionable,” Loussedes explains.

In an age dominated by digital content, NABIP has also doubled down on print — and it’s paid off. The association’s flagship magazine, once seen as outdated, has been reimagined to reflect a bold, forward-looking vision. The response from members has been overwhelming. “Our members are proud to showcase the magazine in their waiting rooms and on their desks — it’s a brand they want to be associated with,” Loussedes shares.

This transformation, guided by member feedback, has not only revitalized the magazine’s role as a key engagement tool but also garnered attention beyond the membership, elevating NABIP’s profile in the industry.

To further address its members’ expanding content needs, NABIP has partnered with Lead Marvels to launch the NABIP Resource Hub, built on the Lead Marvels’ Resource Library platform. This collaboration allows NABIP to provide members with a curated library of high-quality resources, including white papers, guides, and industry reports from trusted vendors and third-party solution providers. By tapping into the expertise of these external partners, NABIP ensures its members have access to a wealth of relevant and actionable content that complements its in-house efforts.

In addition to enriching the member experience, the partnership with Lead Marvels generates non-dues revenue, creating a virtuous cycle that helps to fund the organization's content expansion and further enhance its offerings.

“The Resource Library has become an invaluable part of our strategy, allowing us to meet members’ needs while also freeing up resources to invest in new content and member-focused programs,” says Loussedes. 

By integrating innovative solutions and leveraging external expertise, NABIP continues strengthening its role as a trusted resource, empowering its members to stay ahead in a fast-evolving industry.

Empowering associations through smart content solutions

Effective content strategies can be a powerful tool for associations to engage members and create deeper connections. The AMA, AAA, and NABIP demonstrate how listening to members, leveraging expertise, and embracing innovative platforms can strengthen connections and foster vibrant communities.

For associations seeking ways to scale their content offerings to enhance relevance and engagement — without straining internal resources — solutions like Lead Marvels’ Resource Library platform provide a proven pathway. By integrating third-party expertise and creating new revenue streams, associations can focus on what they do best: serving their members.

To explore how the Resource Library platform can help your association deliver greater value to members and sponsors, request a demo today and discover the possibilities.

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