Content Strategy Engages 37M Members

Content management strategy aligns enterprise goals, improves internal operations and optimizes member engagement.

The second-largest membership organization in the US communicates with its 37 million members through many digital and paper channels managed by its five subsidiaries, each with distinct goals related to mission, impact and revenue.

With a lot to say—and a lot of places to say it—the organization found it challenging to track, control and maintain the credibility and value of all its content.

Its leadership approached Optimity to help them understand the current scope of their content offerings and whether it was delivering what members wanted. Also:

  • How did its content compare with what other leading organizations are producing?
  • How could they find the optimum balance between accuracy/message and volume/speed to market?
  • What would the ideal “future state” for their content look like? And how could they achieve it?
  • What else should they be doing to advance their organization’s strategic goals?


How We Helped: 

Designing actionable steps to enable the organization’s desired future state

Optimity’s experts in library and information science conducted a content inventory and strategic assessment. We started by analyzing 1,653 unique pieces of content from 11 sources in 35 categories. We also interviewed 26 stakeholders in the five subsidiaries to understand their strategy and content management process. Finally, we evaluated best practices across Optimity’s large member and consumer client organizations, and convened collaborative workshops with core stakeholders to review findings, validate considerations, and arrive at consensus on key issues.

Optimity’s advisors outlined an ideal future state for content strategy that spanned the entire organization. To show them the path to their future state, we designed 51 measurable action steps aligned to five key areas of content management:

  • Governance:  Managing the quality, consistency, usability, security and availability of content 
  • Strategic Alignment:  Directing resources to achieve common outcomes and objectives
  • Development:  Improving how content is created, captured, leveraged and returns value
  • Curation:  Interweaving user experience information with strategic intent to create content that members value
  • Vetting:  Improving processes to ensure content suitability, accuracy, and trustworthiness

Optimity plotted the action steps to an implementation timeline to enable prioritization of key focus areas. The final recommendations were delivered in a customized report produced in the organization’s unique style, which helped to engage executives and prompt buy-in and action.


Spending more time communicating what matters

With a common understanding of assets, processes and strategy—and improvements made across people, process and technology—the organization is now focused on achieving its most critical goals. The organization is equipped to build a differentiated and digital content platform with consistent access across member touch points to maintain its brand relevance and support the enterprise strategy. 

The project also increased organizational awareness of how the member experience that it provides stacks up to market competitors. Through new insights that Optimity introduced based on our industry knowledge and experience, the organization thrives by moving toward the leading edge of content strategy and member engagement.

Asset 7
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