As long as there have been association magazines or newsletters, there have been volunteer writers for association magazines or newsletters. The appeal for associations is clear: You get a volunteer workforce with built-in subject matter expertise.
That doesn’t mean it’s always easy, though. What many volunteer writers have in expertise they may lack in professional writing skills. Or perhaps they are top-notch academic writers but have no experience putting together the kind of narrative a general audience expects.
That’s where you—the association marketer—come in. As you’ll hear in our discussion, setting expectations upfront and offering a guiding hand along the way can turn good expertise into great storytelling.
Get to know our guest
Mark Kelly is vice president for marketing and communications at the Association of Governing Boards (AGB). AGB serves leaders in higher ed—and in turn seeks perspectives from those leaders in a variety of ways, from magazine stories to research papers to podcasts.