What Is Content Marketing and Why Should Chapters Care?

Running a chapter often feels like a balancing act—planning events, keeping members engaged, managing communications, and trying to get the word out about everything you’re doing. But when it comes to marketing, many leaders fall back on the same old approach: sending out an announcement or posting a flyer. While those have their place, they’re not enough to keep members (and potential members) truly connected.

That’s where content marketing comes in.

Content marketing is simply the practice of creating and sharing useful, relevant content that helps your audience—not just promoting an event or asking for something. Instead of saying, “Come to our chapter meeting!” over and over, content marketing answers the question: “What would be valuable, interesting, or inspiring to our members?” 

Why Content Marketing Works for Chapters

Content marketing isn’t about selling—it’s about building relationships. Here’s why it matters for chapter success:

• It builds trust. Members are more likely to stay engaged with chapters that share helpful insights, stories, and resources—not just promotions.
• It showcases your expertise. Sharing recaps, tips, or lessons learned positions your chapter as a thought leader in the industry.
• It attracts new members and sponsors. When people outside your chapter see consistent, high-quality content, they recognize your chapter as active and impactful. That visibility makes them want to be part of it.

Did you know? According to industry research, organizations that prioritize content marketing generate nearly 3x more engagement than those that only rely on event and product promotions.

Think of it this way: promotions ask for attention. Content marketing earns it.

Examples of Content Marketing for Chapters

You don’t need a big budget or marketing team to do this. Start with small, practical content pieces you’re already halfway creating:

• Event Recaps: Share highlights, photos, and key takeaways from your last meeting or technical dinner. Example: “5 Things We Learned from Last Week’s Coatings Demo.”
• Newsletters: Instead of only promoting upcoming events, add a “Did you know?” fact, member spotlight, or short industry tip.
• Blog Posts or Articles: Post a 300–500 word summary of an event, or ask a member to write a short piece on an industry trend.
• Social Media Posts: Share behind-the-scenes photos, quick tips, or even “3 reasons to attend” graphics.
• Videos: A short clip of a member saying what they enjoyed about an event can be more powerful than a long email.

Scenario Example: 

Your chapter hosts a technical dinner. You could:

1. Post a speaker quote as a graphic before the event.
2. Share a 15-second clip of the live demo on LinkedIn.
3. Publish a blog or newsletter recap with the key takeaways.
4. Thank your sponsors in a dedicated post afterward.

One event—four different touchpoints. That’s content marketing at work.

A Simple Step-by-Step Guide to Get Started

If you’re brand new to content marketing, here’s a quick framework:

1. Pick your audience. Are you speaking to members, potential members, or sponsors?
2. Pick your goal. Do you want to build awareness, drive attendance, or highlight impact?
3. Pick your format. Will it be an article, a photo post, or a short video?
4. Pick your timing. Share content before, during, and after events to maximize impact.
5. Measure. Check likes, clicks, or replies to see what resonates most.

This approach keeps you focused without feeling overwhelming.

Common Mistakes When Starting Content Marketing

Avoid these pitfalls as you get started:

• Only posting “Register Now!” and nothing else.
• Overcomplicating content—your audience doesn’t need a polished video, a quick phone clip works fine.
• Forgetting to share after the event (where some of the biggest impact happens).
• Trying to be everywhere—pick one or two channels and do them consistently.

Quick Win Tip

Look at your calendar and pick one upcoming event. Then plan to create 2–3 pieces of content around it:

• Before the event: A social media post introducing the speaker.
• During the event: A quick photo or video shared live.
• After the event: A short recap in your newsletter or blog.

You didn’t create any extra work—you just turned one event into a week’s worth of content.

Final Thought: Think Relationships, Not Sales

When you focus on content marketing, you’re not just “advertising” your chapter. You’re building a story about who you are, why members matter, and what it means to be part of your community. That story keeps people coming back—and draws new people in.

So next time you’re tempted to post “Don’t forget to register!” for the third time, ask yourself: What content can I share that will make people feel connected to us?

That’s the power of content marketing.

Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!

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