This blog post was originally published March 5th, 2015 by Callie Walker but was updated for added value.
Remember pitching all of your great benefits to your prospective members? Now is the time to deliver! Offering members-only content on your association’s website is a great way to provide your members with added value.
But in order for members-only content to be effective, it must be well executed. If you’re not sure where to begin, take a look at these quick tips for levelling up your members-only content!
Maintain your content
In order to provide your members with ongoing value, it’s crucial that you keep your members-only section active. Otherwise, what incentive are you giving members to stay? To keep your site fresh, try creating a schedule of new content for your members-only section. This will give you an opportunity to reach out to members on a regular basis and remind them of the great value your organization is providing.
Provide context for each content piece
By including a mini introduction for each content piece, you’re allowing your members to pick and choose what materials speak to them and their needs. In addition, it will ultimately save them a lot of time as they won’t have to jump into each piece to see if it’s relevant to them. It’s key that you keep this introduction pretty short: think two to three sentences max to get the best engagement.
Focus on their needs
While it’s important to keep your members-only section active, don’t just fill it with useless content. It’s much better to have 10 pieces of really great content than it is to have 50 subpar items. Not sure what type of content your members find valuable? Try conducting a brief online member survey to find out!
Make it easy to navigate
Having great content means nothing if your members can’t easily find it. If you have a lot of content on your website, provide your members with an easy way to browse. That being said, if you only have a few pieces of content on your site, don’t over-complicate things by creating a complex classification scheme. Just put them all on one page until you’re able to add more.
Offering members-only content is a great way to keep people engaged, but it isn’t the only way.