Member journeys have changed; but most association structures haven’t. Content and marketing still operate in silos, often separated by a long-standing “church and state” divide. Meanwhile, today’s members are researching, learning, and making decisions across a fragmented, non-linear journey shaped by digital channels, peer networks, and AI. The result is missed opportunities to build trust, drive engagement, and influence outcomes.

In this session, we’ll explore how leading associations are moving from disconnected efforts to a unified, converged model — where content, marketing, and data work together as one system. You’ll learn how to rethink your structure, align your teams, and create a content ecosystem that meets your audience where they are. We’ll also show how this strategy comes to life in practice and what tools can support a more connected, data-informed approach to engagement. If your content feels fragmented or your results aren’t matching your effort, this session will give you a clearer path forward.

Join the Association Tech Expert Series on Wednesday, June 17th at 1:00 PM ET as Michelle Jackson and Janet Celosia of BackPocket Agency present on “From Silos to System: How Associations Can Converge Content, Marketing, and Data.”

This webinar is eligible for one (1) CAE credit.