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CPL's new market research project to gain greater insight into membership organisations’ content strategies is underway, explains Mike Sewell
Our proposition for the membership sector is ‘Content beyond membership’.
In another blog, I explained our belief that the content being created for members within an organisation can often be used to engage with a wider audience and be effective in helping acquire new members.
For most organisations in this sector, increasing membership numbers is a top-three strategic priority.
So content strategies should be aligned not only to serve existing members, but also to gain new ones.
But is this happening in practice? Do the people responsible for content in membership organisations have the resources, budget and understanding to make it happen in reality?
To answer these and other questions, we have joined forces with our partner and membership market research specialist Ashridge Communications.
Our joint research project is designed to provide new insight and help us – as one of the UK’s leading suppliers of content for the membership sector – work with clients to improve their content strategies and solutions.
The first part of the project will involve a survey of a range of membership organisations. This survey will launch next week and we will be sending it to many of our contacts in the sector.
If you receive it, we would be most grateful if you could take a few minutes to complete it. If you would like to participate but do not receive the survey, please contact me and I will arrange for it to be sent to you.
Similarly, get in touch if you would like a copy of the report when it is published, or would like to be involved in a case study to help illustrate it.
I am incredibly proud of the brilliant content created by CPL on behalf of our clients, many of which – in a tough climate – are increasing their membership numbers. This is a testament, in part, to the effectiveness of their content strategies and outputs.
And it shows that we are delivering against another key CPL proposition: ‘Content that works.’
We expect the results of our survey will challenge more clients to think hard about how they can ensure their investment in content helps gain new members, as well as retaining and making the most of their relationship with existing ones