Expanding Thought Leadership through a Digital Publication Launch for a Global Professional Association

The Challenge

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A global professional association conducted numerous multi-day meetings annually, where members shared best practices, discussed industry challenges, and exchanged insights under the ‘Chatham House Rule.’ However, the association faced challenges in effectively capturing and disseminating the wealth of content and discussions from these meetings. It took months for the association to produce lengthy meeting reports distributed in PDF format. Additionally, the organization published insights across various digital sub-brands, leading to confusion among end users. 

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The Approach

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To address these challenges, we consolidated insights into a single  digital publication which resulted in site traffic aggregation and building a singular sub-brand.  Working closely with the editors, we devised an improved writing process to establish  daily publishing calendar and enhance efficiency.. Furthermore, we streamlined the filtering and search system to improve content discoverability and relevance.

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The Result

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By launching the new insights publication , we significantly increased the publishing frequency and volume of articles and insights from member meetings. The Insights publication now delivers content daily, enabling members to promptly access and share knowledge with their teams after attending meetings. This content marketing strategy resulted in an exponential increase in high-quality and digestible content. Consequently, the association experienced a boost in organic traffic generated through SEO efforts, leading to a notable increase in leads and membership. It's important to note that the success of the Insights publication and content marketing strategy was made possible by helping the organization clarify its mission, vision, and line-of-sight performance goals.