#4: In Conversation with Sarah Black, Connector of Content with Membership Strategy

Today’s guest is Sarah Black, a longtime association content creator and strategist who lives in New Jersey. Over the past 15 years, Sarah has honed a career focused on strategic content and publishing innovation. In January 2022, she became the vice president of content and communications for the American Society of Plant Biologists, where she focuses on community engagement, publishing operations, and data and metrics analysis in content development. Before that, she worked at an association management company, as director of content and creative. There, over about nine years, she worked with more than 20 associations to innovate their content game, strengthen their publications and drive strategic messaging.  I spoke with Sarah about how she thinks about the connection of content and membership and, more specifically, how an association’s content plays an integral part in their membership strategy and goals. Topics covered: Switching careers from content creation to publishing operations and strategy.  Associations that have an entrepreneurial mindset and what that means.  How content serves as both a member recruitment tool and member retention tool.  Giving away a lot of content means you’re focused on member recruitment and engagement, but it can challenging for retention.  Locking down content—behind a paywall, for example—is more focused on member retention, but it makes it harder for potential members to get to know you, to want to join your association.  Providing content to potential members through a “free membership” tier.  Figuring out how to operationalize a successful new program among all the demands on staff time—and investing in those resources. Creating a committee of members that brainstorms an annual editorial/content calendar—and then brings in the content as a way of building their network.  Resources: Sarah on LinkedIn Sarah’s email address: sblack@aspb.org