{"id":14385,"date":"2026-07-08T07:00:08","date_gmt":"2026-07-08T11:00:08","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=14385"},"modified":"2026-07-07T17:02:25","modified_gmt":"2026-07-07T21:02:25","slug":"content-experience-and-revenue-the-formula-behind-digital-member-value","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/content-experience-and-revenue-the-formula-behind-digital-member-value\/","title":{"rendered":"Content, Experience, and Revenue: The Formula Behind Digital Member Value"},"content":{"rendered":"\t\t
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Associations have leaned on a familiar rhythm for member value: an annual conference,\u00a0maybe a\u00a0quarterly magazine, and a lot of quiet in between. That rhythm no longer matches how members expect to engage, according to speakers at a recent\u00a0webinar\u00a0co-hosted by Naylor Association Solutions and TaleWind Digital, “Digital Destinations: The New Model for Member Engagement and Association Revenue.”<\/span>\u00a0<\/span><\/p>

Dan Stevens, founder of TaleWind Digital,\u00a0Darryl Lazarenko, an Association Success Manager at Naylor Association Solutions, and guest\u00a0Carol Miller,\u00a0Chief\u00a0Marketing\u00a0Officer at MHI, a supply chain trade association behind two major trade shows, presented an impressive case study of\u00a0digital member value.\u00a0<\/span>\u00a0<\/span><\/p>

Stevens opened with a framework built around three coordinated elements: content, experience, and revenue. He cited ASAE’s\u00a0<\/span>2026 State of the Association Sector Report<\/span><\/a>, which lists membership retention and revenue diversification among associations’ top ongoing challenges. Lazarenko added that data\u00a0from Naylor and Association Adviser\u2019s\u00a0<\/span>2025 Association Benchmarking Report<\/span><\/a>\u00a0shows non-dues revenue has ranked as the top challenge for association professionals for three consecutive years, cited by 61% of respondents. The two speakers agreed\u00a0that\u00a0these challenges are rarely solved because associations tend to treat them as separate\u00a0problems,\u00a0when in\u00a0practice,\u00a0they’re\u00a0deeply connected.<\/span>\u00a0<\/span><\/p>

To illustrate what a coordinated approach looks like in practice, Miller walked through MHI’s experience.\u00a0Over more than a decade, the association built a content ecosystem that includes a quarterly print magazine, weekly and monthly newsletters, and a video and podcast library. Lazarenko noted this year marked the first time the association’s digital ad revenue surpassed print, and that advertisers who bought two or more placement types renewed at notably higher rates than those who bought a single placement.<\/span>\u00a0<\/span><\/p>

Here are the top 10\u00a0tips\u00a0from\u00a0the\u00a0webinar:<\/span>\u00a0<\/span><\/p>

  1. Stop\u00a0trying to\u00a0solve\u00a0engagement and revenue separately.<\/span><\/b>\u00a0Associations that treat member engagement and non-dues revenue as one connected system rather than two separate initiatives tend to make more progress on both. When content, the member experience, and revenue are planned together, each one reinforces the others.<\/span>\u00a0<\/span><\/p><\/li>

  2. Match content to how members actually consume it.\u00a0<\/span><\/b>MHI’s mix of print, video, podcast, and web content reflects the reality that some members read, some watch, and some listen. Miller pointed to that variety as a major factor in the association’s engagement scores, noting that members who prefer a deep read still have the magazine, while those who want a quick hit\u00a0have\u00a0short-form video.<\/span>\u00a0<\/span><\/p><\/li>

  3. Make your events work\u00a0more than once.\u00a0<\/span><\/b>Interviews, keynote recordings, and session footage captured live at a conference or trade show\u00a0don’t\u00a0have to disappear once the event ends. MHI repackages that content into videos and podcasts released\u00a0after the event,\u00a0extending an event’s value well past its final day and giving attendees who missed a session a way to catch up.<\/span>\u00a0<\/span><\/p><\/li>

  4. Launch without\u00a0starting from scratch.\u00a0<\/span><\/b>A branded content hub\u00a0doesn’t\u00a0require a multi-month website\u00a0rebuild. Stevens described a process that organizes content an association already has, fills\u00a0identified\u00a0gaps, and can go live in\u00a0roughly\u00a090\u00a0days, starting with an audit of\u00a0what’s\u00a0working and what\u00a0isn’t.<\/span>\u00a0<\/span><\/p><\/li>

  5. Turn your sponsor list into a content calendar.<\/span><\/b>\u00a0For associations working with a limited budget, Stevens suggested a simple exercise: list current sponsors and exhibitors, note what each could speak to as a subject matter expert, and flag which of those\u00a0topics\u00a0members would genuinely care about.\u00a0What’s\u00a0left is the start of a content calendar that costs little to produce.<\/span>\u00a0<\/span><\/p><\/li>

  6. Let engagement data guide your content structure.<\/span><\/b>\u00a0Stevens noted that MHI’s video content holds attention at a far higher rate than industry averages, and that pattern shapes future decisions. When a topic is more complex, the association leans on added graphics and animation to keep videos concise rather than simply making them longer.<\/span>\u00a0<\/span><\/p><\/li>

  7. Gate content strategically, not\u00a0immediately.<\/span><\/b>\u00a0Early in a content strategy, Stevens recommended keeping most content open to build an audience and attract advertisers. As that audience matures, associations can become more selective about\u00a0what’s\u00a0gated, offering it free to members while charging non-members, a distinction that reinforces the value of membership itself.<\/span>\u00a0<\/span><\/p><\/li>

  8. Build in\u00a0a regular strategy review.<\/span><\/b>\u00a0MHI holds an in-person planning session each year to walk through\u00a0what’s\u00a0working across every content product and what needs to change. Miller and her collaborators described these sessions,\u00a0built\u00a0over\u00a0a decade of history together, as central to how the strategy has evolved over time.<\/span>\u00a0<\/span><\/p><\/li>

  9. Repurpose long-form content for social media.\u00a0<\/span><\/b>Short clips pulled from longer videos and podcasts extend the life of that content on channels like LinkedIn, where MHI has found its professional audience most active.<\/span>\u00a0<\/span><\/p><\/li>

  10. Know your audience before you build anything.\u00a0<\/span><\/b>Miller’s advice for associations considering a similar path: define your audience’s needs first, deliver content in the format they prefer, and let the revenue follow from there. She was candid that sustaining a content strategy takes real, ongoing commitment\u2014it’s\u00a0not a one-and-done.<\/span> \u00a0<\/span><\/p><\/li><\/ol>

    Digital content\u00a0works most effectively as part of a\u00a0connected infrastructure. When content, member experience, and revenue are planned as one system instead of three separate line items, associations put themselves in a stronger position to solve the retention and revenue challenges that keep showing up at the top of every industry survey.<\/span>\u00a0<\/span><\/p>

    View a recording of the webinar here: Digital Destinations: A New Model for Member Engagement and Non-Dues Revenue<\/a><\/span><\/p>

    <\/div>
    \"\"<\/div>

    About The Author<\/h3>\n\t\t\tTamara Perry-Lunardo<\/strong>\u00a0<\/strong>is the Vice President of Content Services with Naylor Association Solutions. Reach her at tplunardo@naylor.com<\/a> or connect with her on LinkedIn<\/a>.\n\t\t\t<\/div><\/div><\/div>

    Photo courtesy of Nadya_Art\/Shutterstock.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    Associations have leaned on a familiar rhythm for member value: an annual conference,\u00a0maybe a\u00a0quarterly magazine, and a lot of quiet in between. That rhythm no longer matches how members expect to engage, according to speakers at a recent\u00a0webinar\u00a0co-hosted by Naylor Association Solutions and TaleWind Digital, “Digital Destinations: The New Model for Member Engagement and Association […]<\/p>\n","protected":false},"author":308,"featured_media":14435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,3,1418],"tags":[351,1402,209,1944,912,225,653,32,1945],"class_list":["post-14385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-revenue","category-webinars","tag-association-management","tag-association-professionals","tag-content","tag-experience","tag-foundations","tag-innovation","tag-interview","tag-revenue-2","tag-talewind-digital"],"acf":[],"yoast_head":"\nContent, Experience, and Revenue: The Formula Behind Digital Member Value - Association Adviser<\/title>\n<meta name=\"description\" content=\"Discover 10 practical strategies associations can use to boost member engagement, grow non-dues revenue, and extend the value of their content through a connected digital strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/content-experience-and-revenue-the-formula-behind-digital-member-value\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content, Experience, and Revenue: The Formula Behind Digital Member Value - 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