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Module 2: Build Your Content Architecture
6 Lessons-
StartBuild Your Content Architecture
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StartAssociation Content Planning Framework
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Start7 Key Content Pillars for Associations
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Start[Workbook] Build Your Content Architecture
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StartPlan ahead: How to Create a Monthly Content Plan in Less Than 10 Minutes
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Start[Template] Your monthly content plan template
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MMS COURSE
MMS COURSE
Content That Connects: The Association Content Marketing Blueprint
Content That Connects:
The Association Content Marketing Blueprint
Learn | Implement | Collaborate
Content is at the heart of every successful association.
It’s how associations showcase their advocacy work and thought leadership, keep their community engaged, attract new members, and demonstrate the real value of belonging.
Associations create incredible content every day. Industry reports, newsletters, professional development programs, toolkits, promotional posts. Yet many are still missing one critical piece. A clear, intentional content strategy.
And we're not just talking about a content calendar in a spreadsheet (though that's important too). We mean a strategy that aligns with your core principles and value proposition, reinforcing what you stand for to members.
A member-centric content strategy defines your voice, identifies the right channels to reach your audience, determines your personalisation approach, and shows how every piece of content supports your mission, drives engagement, and fuels membership growth. It's time to move beyond simply creating content and start optimising, scaling, and personalising it for maximum impact.
Creating content is easy. Creating impact is not.
Most associations don’t have a content problem. They have a content effectiveness problem. Content is being produced constantly. Blogs are published. Emails are sent. Reports are launched. Webinars are recorded. Social posts go out on schedule. And yet… Engagement plateaus. Open rates decline. Younger members tune out. Valuable content disappears after one use.
If any of this sounds familiar…
"We post content regularly... but is anyone actually reading it?"
You're creating blogs, reports, and newsletters, but engagement is lukewarm and you're not sure what's landing.
"Our content feels scattered and off-brand."
Different team members create different things, and nothing feels cohesive. Your voice changes depending on who's writing.
"Every member segment needs different content... and we're overwhelmed."
Students want one thing, early-career professionals want another, seasoned experts want something else, and you're trying to serve them all.
"We create amazing content... then it disappears into the archives."
You spend weeks on an industry report or webinar, it gets used once, and then it's never seen again.
"Content creation takes forever and we're always behind."
You're constantly scrambling to get content out the door, and your team is burned out from the never-ending content treadmill.
…then this course is for you!
About the Course
Here's what a lot of associations get wrong. They think content marketing means creating more content. It doesn't.
Real content marketing means creating the RIGHT content, for the RIGHT members, at the RIGHT time, through the RIGHT channels, and then making that content work harder for you.
Successful associations don't just publish content and hope for the best. They:
- Plan strategically with clear goals tied to their mission and member needs
- Create systems that allow them to repurpose content across multiple channels
- Personalise experiences so different member segments get what they actually need
- Optimise continuously based on real data, not gut feelings
- Scale efficiently without burning out their small teams
When you shift from "content creation" to "content strategy," everything changes. You stop reinventing the wheel every week. You start seeing measurable results in engagement, event registrations, and member retention.
This course gives you the complete system, from strategy to execution to measurement.
What You'll Learn
Plan with Purpose
How to set clear content goals, create detailed member personas, audit your current content, and build a strategic content calendar that guides your team's decisions.
Build Your Content Architecture
Establish your content pillars, define your authentic voice and tone, craft key messages that resonate, and choose the channels where your members genuinely pay attention.
Tools & Systems That Save Time
Discover the planning tools, creation platforms, distribution systems, and analytics that streamline your entire content workflow, even with a tiny team.
Create Content That Connects
Learn how to create relevant, authentic content in multiple formats that your members actually want to engage with, not just what you think they should read.
Repurpose & Scale Smartly
Master the art of creating once and using everywhere, turning one piece of content into 10+ touchpoints without creating 10x the work.
Personalisation Strategies
Leverage member data to deliver content that feels relevant and valuable to each segment—from students to seasoned professionals without creating entirely separate strategies.
Measure, Optimise & Improve
Track the metrics that matter, set meaningful benchmarks, run experiments that teach you what works, and continuously refine your strategy based on real results.
Personalised content audit
We’re offering a limited number of 1:1 Content Audits, a tailored, practical review of your content strategy.
What's Included
What's Included
- Guided step-by-step content strategy guide and workbooks available on demand
- Bite-sized on-demand video lessons you can watch at your own pace
- Ready-to-use templates for your content planning
- Easy-to-edit, ready-to-use, fully customisable Canva templates from our Template Shop, created specifically for association content pillars
- A 1-hour live workshop to ask your burning questions and swap ideas with fellow association pros. We're running across multiple time zones, so no matter where you are, there’s a spot at the table waiting for you!
Live Workshop Date & Time
Based on feedback from participants, we're adding one more live session this April where you can ask questions, work through the course materials, and connect with fellow association marketers tackling the same challenges.
What to know: This is a working session, not a presentation. We encourage you to review the videos and workbooks before attending, as the workshop focuses entirely on YOUR questions and challenges. We'll be helping you implement what you've already learned!
Workshop 1 - APAC / AMS Clients
- Tue, 14 April 11am AEST / Mon, 13 April 6pm PDT / 9pm EDT
Workshop 2 - EMEA Clients
- Tue, 14 April 10am BST / 7pm AEST
Workshop 3 - AMS / EMEA Clients
- Tue, 14 April 1pm PST / 4pm EDT / 9pm BST / Wed, 15 Apr 6am AEST
Cost
This course is for association marketers, membership managers, communications directors, and anyone responsible for creating content that engages members and drives results.
Infographic Bundle
FREE
- Download our complete collection of 4 essential content strategy infographics. Perfect for quick reference, team training, or planning sessions.
Full Course
$165
(INCL. GST)
- Get lifetime access to all 6 modules + templates and bonus materials. Perfect for those ready to master their content planning and deeply engage their members all year long.
MMS Annual Pass
$660
(INCL. GST)
- Get unlimited access to all current and future on-demand courses from Membership Marketing School for 12 months. Ideal for professionals committed to ongoing learning.
Personalised Content Audit
Most associations are content powerhouses, producing industry reports, newsletters, and advocacy updates every single week. However, producing content isn’t the same as having a strategy. Without a clear framework, even the best work can get lost in the noise, leading to inconsistent messaging and missed opportunities to grow your membership.
We see many teams "winging it", spending hours creating great material without a defined plan for how it should be scaled, personalised, or measured. This often leads to "content fatigue" for your staff and a lack of clarity for your members.
Want hands-on help? Book a Personalised Content Strategy Audit for Associations. We are offering a limited number of 1:1 audits, a deep-dive, practical review of your current output to transform your existing efforts into a high-impact engagement tool.
Ready to transform your association's content marketing from chaotic to strategic?
Ready to transform your association's content marketing from chaotic to strategic?
Move beyond the daily grind and start content planning with purpose. Gain instant access to the templates and strategic tools you need to create consistent, professional content that resonates with your members.
Course Curriculum
Membership Marketing Expert, CAE (Certified Association Executive), Membership Experience & Association Digital Transformation
About Your Host
Olena Lima, CAE, is the driving force behind the marketing agency MemberBoat and the online educational platform Membership Marketing School, both dedicated to helping membership organisations embrace emerging marketing trends.
With over 15 years of experience in the association sector, she has guided numerous associations through digital transformation and member engagement initiatives.
Host of the Association Hub Podcast and a regular speaker at industry events, including ASAE, AuSAE, ESAE, PCAAE, UIA and many others, Olena is always up for sharing insights and sparking ideas to equip association peers with the tools and strategies to stay ahead in a fast-changing digital world.
What's included?
Each week, you'll receive a detailed list of tasks to guide you through the clean-up process. These tasks are designed to be manageable and impactful, helping you make significant progress without feeling overwhelmed.
WEEK 1: TAKE CONTROL
Your own platforms
During the first week we'll review the platforms and content you own and can control. We'll be checking all your assets, including your website, automated emails, and other software elements that are easy to miss.
week 2: social check-in
Check your social media presence
During the second week of the Challenge, we'll review your social media platforms and unveil how you can easily optimise your digital presence and improve your social media marketing.
WEEK 3: Don't hide, seek attention!
Make sure you're easy to find
Our presence is not limited by the media we own – we often send information to our partners to expand our presence. During this week, we'll check your partner links, learn about how third-party tools (e.g. Google My Business) can broaden your presence, and share tips on improving your search results.
WEEK 4: What's out of your control
The voice of your audience
Your digital presence is also defined by things totally out of your control – like reviews or comments on social media. This week we'll learn about the tools and techniques for improving how you listen and respond to what people say about your association.
But wait! There's more!
✔ Tune your marketing automation
✔ Optimise your social profiles
✔ Run a website health check
✔ Learn some social listening tools
✔ Improve your search results
✔ Optimise your social marketing
What MMS Participants Say
What MMS Participants Say
I found the Market Research Fundamentals for Associations by accident, during the time that I am very knee-deep in creating and leading many different survey & research projects for our organisation and say "might as well try, it's a couple hundred bucks and the topics are really relevant for a deeply one-sided, technical guy like me". And lo and behold, I was really surprised to how much I have learned in just a few quick sessions - and even immediately applied those learnings to the survey projects I am conducting presently. Really heaps of information, useful techniques and strategies in crafting and promoting surveys to our members - hoping to apply all of them to our upcoming projects!
Jay Dungog
Data Analyst, Exercise & Sports Science Australia (ESSA)
I have found the Association Event Marketing Accelerator to be a great learning tool to add to my pre-existing industry knowledge and experience. Nice to engage with others to hear what they are doing and what they have found has worked for them in their event marketing process.
Ben Yeoh
Events & Partnerships Coordinator, Educate Plus
The session on Association Event Marketing Accelerator was well-structured and perfectly paced. It was immediately clear that both Olena and Billie know their field inside and out. What stood out most was the balance they had between practical experience and thoughtful theory. They shared a wealth of "real-world lessons" in a structured way that made the content not only easy to follow but also directly applicable.
Nina Schubert
Admin, International Institute for Bioenergetic Analysis
This session on AMS/CRM was invaluable—clear guidance on what to do, what to avoid, and the way forward to find a system that works for us. It’s exactly the kind of direction we needed to move ahead with confidence. It was greatly appreciated.
This session on AMS/CRM was invaluable—clear guidance on what to do, what to avoid, and the way forward to find a system that works for us. It’s exactly the kind of direction we needed to move ahead with confidence. It was greatly appreciated.
Kathryn Wyatt
Publicity and Marketing Manager, Gemmological Association of Australia (GAA)
Olena's presentations are great. She shares her extensive knowledge of association marketing freely and the information shared is easy to follow as Olena's style is very engaging.
Olena's presentations are great. She shares her extensive knowledge of association marketing freely and the information shared is easy to follow as Olena's style is very engaging.
Jill Brookfield
CEO, Association of Australian Certifiers (AAC)
Olena is amazing. She has a wealth of knowledge and shares it in an easily understandable way and is very engaging.
Olena is amazing. She has a wealth of knowledge and shares it in an easily understandable way and is very engaging.
Paul Arztenhofer
GM Operations, Australasian College of Physical Scientists and Engineers in Medicine (ACPSEM)
Olena’s Marketing Bootcamp was an incredibly insightful experience. The program provided me with the clarity and confidence to develop a comprehensive marketing plan for the year ahead. Olena’s deep expertise, practical advice, and genuine passion for membership marketing truly set this program apart.
Olena’s Marketing Bootcamp was an incredibly insightful experience. The program provided me with the clarity and confidence to develop a comprehensive marketing plan for the year ahead. Olena’s deep expertise, practical advice, and genuine passion for membership marketing truly set this program apart.
Zoe Perrington
Membership and Marketing Coordinator, Association of Rotational Moulders Australasia LTD
The Marketing Planning Bootcamp was a comprehensive step by step program that allowed my organisation to deep dive into our marketing planning for the year ahead. We pulled together elements from across the organisation, including our goals, strategies and research, to respond to daily prompts and build a robust marketing plan. Collaborating and sharing with association peers is just priceless- we came together regularly in the bootcamp and learnt so much from one another.
The Marketing Planning Bootcamp was a comprehensive step by step program that allowed my organisation to deep dive into our marketing planning for the year ahead. We pulled together elements from across the organisation, including our goals, strategies and research, to respond to daily prompts and build a robust marketing plan. Collaborating and sharing with association peers is just priceless- we came together regularly in the bootcamp and learnt so much from one another.
Kate Rickwood
Coordinator Member Communications Victoria Tourism Industry Council (VTIC)
Olena and the Memberboat team have been absolutely outstanding in consistently offering actionable and insightful advice. Their expertise and guidance have not only been incredibly valuable, but they also break down complex concepts into easy-to-understand steps that have made a tangible difference. They go above and beyond to tailor their advice to specific needs and challenges, making each session truly worthwhile. Without a doubt, they are the best in the business, and I've gained so much from every interaction. Every session leaves me more confident and equipped with practical tools to move forward successfully.
Olena and the Memberboat team have been absolutely outstanding in consistently offering actionable and insightful advice. Their expertise and guidance have not only been incredibly valuable, but they also break down complex concepts into easy-to-understand steps that have made a tangible difference. They go above and beyond to tailor their advice to specific needs and challenges, making each session truly worthwhile. Without a doubt, they are the best in the business, and I've gained so much from every interaction. Every session leaves me more confident and equipped with practical tools to move forward successfully.
Sebena Fabling
Member Support Officer, The Pharmacy Guild of Australia WA Branch
The Marketing Automation Workshop with Olena was really helpful in getting an overall picture of how automation will help our membership benefits and communications, and how to improve our website interactions.
The Marketing Automation Workshop with Olena was really helpful in getting an overall picture of how automation will help our membership benefits and communications, and how to improve our website interactions.
Rosalie Maxted
Corporate Services & Programs Administrator, Science Teachers Association of Victoria
Olena was a great facilitator, presented the information well and was informative and friendly in her delivery. I enjoyed the workshop and are looking forward to the next one. Also really keen to see a membership management group set up for future networking opportunities.
Olena was a great facilitator, presented the information well and was informative and friendly in her delivery. I enjoyed the workshop and are looking forward to the next one. Also really keen to see a membership management group set up for future networking opportunities.
Fiona McDonagh
Membership Manager, Transporting New Zealand
Olena is clearly knowledgeable about membership operations. I highly recommend this style of training to other industry association professionals who are looking to improve member support services, engagement and retention.
Olena is clearly knowledgeable about membership operations. I highly recommend this style of training to other industry association professionals who are looking to improve member support services, engagement and retention.
Alanna Mahlakolisane
Project Officer, AIDN
Olena provided a lot of useful information, examples and structures for incorporating personalisation into customer and member workflows. I now have a clearer idea of what is possible, and what I/we can be working towards.
Olena provided a lot of useful information, examples and structures for incorporating personalisation into customer and member workflows. I now have a clearer idea of what is possible, and what I/we can be working towards.
Jane Mason
Member Services Manager, Volunteering WA
I found the Personalisation and Segmentation Workshop valuable and would highly recommend it. Olena knows her subject and delivers the content in an accessible and interactive manner. The workshop provoked thought and a desire to do better.
I found the Personalisation and Segmentation Workshop valuable and would highly recommend it. Olena knows her subject and delivers the content in an accessible and interactive manner. The workshop provoked thought and a desire to do better.
Tina Fleming
Member Relations Manager - Educate Plus
There is a subtle difference between explaining the why, how and what of a topic. This workshop struck a good balance between the three. The reason I joined was to be able to obtain a clear operational understanding of higher-level topic areas. How to actually do segmentation, rather than talking about segmentation more broadly. I can take away the knowledge today and apply it which is rare in workshops.
There is a subtle difference between explaining the why, how and what of a topic. This workshop struck a good balance between the three. The reason I joined was to be able to obtain a clear operational understanding of higher-level topic areas. How to actually do segmentation, rather than talking about segmentation more broadly. I can take away the knowledge today and apply it which is rare in workshops.
Liam Bednarski
2024 Workshop Participant
The Marketing Automation & AI Workshop was rich with relevant and on-topic information. Olena was an excellent facilitator and was able to engage us in helpful idea- generating conversation. I left with creative ideas and plans flowing. Now to find the time!
The Marketing Automation & AI Workshop was rich with relevant and on-topic information. Olena was an excellent facilitator and was able to engage us in helpful idea- generating conversation. I left with creative ideas and plans flowing. Now to find the time!
Kayt Duncan
Digital Marketing Officer, Family Day Care Queensland
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