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Developing a profitable content strategy requires teamwork

Having a clear plan in place for creating content can drastically change what associations produce and how it is marketed

Glenzer and AndersonGlenzer, left, and Anderson

Nov. 8, 2019
By Walt Williams

When Jeff Glenzer joined the Association for Financial Professionals two decades ago, the association produced content that members could find pretty much nowhere else. But over time, thanks to the internet, cheaper and more accessible content became available, so the group had to rethink what set its content apart.

“We really had to look at what content we create that is a differentiator that’s going to drive transactions, and what content can better serve different strategic purposes,” said Glenzer, who is executive vice president and chief operating and financial officer of the association.