Building Member Connection Through Voice-Driven Storytelling
I’ve got a lot to be thankful for this year, of course, my family, their health, and good friends. Next year will be full of change, and I’m excited for what’s ahead.
We’re moving next summer from Oakland to the Sierra Foothills of California. It’s going to be a big shift, but that’s what life is about: having new experiences and embracing change. Still scary and exciting. Hard to tell the two things apart sometimes.
Also, the podcast association I started back in 2017 is getting a new look. Starting in January, we’ll be holding monthly meetings in San Francisco, building up to a conference at the end of the year. It’s going to be an exciting new chapter.
I’d love to hear from you what are you thankful for this year? Shoot me a quick email. Even a sentence or two I always enjoy hearing from people.
Oh, and one more thing you may not know: today, November 25th, is National Play With Dad Day. I’m looking forward to celebrating with my 8-year-old daughter... and I have a feeling my wife might find a fun and creative way to join in too.
Wishing you a warm, gratitude-filled holiday.
Building Member Connection Through Voice-Driven Storytelling
Your podcast is not just a content stream; it's your association's most human communication tool. Getting the ears of your members away from screens and events is so important. Whether you are building your event, member onboarding, educating members or generating ROI from your existing content, the main strategy is consistency and connection.
Practical frameworks like the Content Flywheel and Retention Ladder work wonders.
Content Flywheel: Member engagement is so so important. That’s where the content flywheel comes in. With one podcast episode, you can generate an entire month of value-packed content: blog posts, social media clips, audiograms, newsletters, and even sponsor highlights. It’s a great way to educate, retain, and connect with your members and your industry without adding to your workload. One conversation makes your whole content engine roll on.
Retention Ladder: Member retention isn’t just about renewal it’s about building connection over time. The Retention Ladder is a strategy that turns casual members into advocates through small, meaningful actions: listening to a podcast, attending a webinar, sharing an episode, or inviting a colleague to join. Each step builds connection and value. When you consistently deliver content that’s useful and engaging, like a bi-monthly podcast, you naturally move members up the ladder, increasing retention and long-term loyalty.
Example for both of these is to identify common challenges faced by associations and how to overcome them. Put them through a Flywheel to connect with members everywhere. During COVID, our client, AAPD, recorded emergency episodes on updates for running the Pediatric Dental Offices and getting feedback on how they were handling their businesses from 3 New York City Dentists. This was valuable, real information for the membership.
How do you implement these tactics:
Action Steps:
1. Identify one area where your podcast isn't being leveraged (social, onboarding, events)
2. Pick one framework from above and implement it this month.
3. Measure how your episode supports strategic goals (engagement, retention)
Quick Win:
Use member testimonials or stories in your episodes and clip them for reels, quote cards, and end-of-year compilations.
Tool of the Week: Creator Flywheel by Nathan Barry
Want to get more from your podcast with less effort? Where it isn’t a tool but a course, try Nathan Barry’s Creator Flywheel course, which shows how to turn one episode into weeks of engaging content. It’s the system behind our “content flywheel” approach — helping associations boost retention, engagement, and member advocacy.
Learn more: creatorflywheels.com (sign up for the next cohort)
Again, have a wonderful Thanksgiving and have a good play day with your dad today!
Mike
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