The Power of the P: 9 Ways to Supercharge Your Member Content

As the head of Think’s consultancy division, I have the absolute privilege of stepping inside membership organisations and helping them figure out how to use content to inform and inspire. The goal? Making a meaningful difference in the lives of the members they represent.

If we wind the clock back 15 years, we were all publishers. Magazines, books, reports – you name it. We put words and pictures on pages and people loved us for it.

But times have changed. In today’s digital, data-driven world, “publishing” doesn’t quite cut it anymore. In fact, it barely scratches the surface of what effective communication can and should be.

Now, the real job isn’t just about putting content out into the world. It’s about building relationships, sparking conversations, sharing expertise and creating thriving communities. Content should be at the heart of your organisation – not siloed in a publishing department.

So, let’s park that one old-school “P” and introduce you to nine modern ones that matter more than ever.

The 9 Ps of modern membership content:

1. People

At the centre of it all are your members. Your community. Especially in a post-Elon Twitter/X world, owning and nurturing that space for connection is more vital than ever.

2. Product

Your offer needs to be solid – be it print, podcasts, digital tools or member benefits. But just as important is the content that communicates that value clearly and compellingly.

3. Purpose

Your “why”. The big idea. The belief behind the brand. Content that embodies your mission builds profile and credibility in ways nothing else can.

4. Proprietary data

Own your data, your insight – and the action you take with it. Trusted content combines intelligence with advice, offering members positivity and practical solutions.

5. Personalisation

Attention spans are short. Lives are busy. So, create content journeys that feel tailored – from onboarding emails to topic-specific digests. Personalisation builds relevance and relevance builds loyalty.

6. Place

Whether it’s a London seminar or a global webinar, context matters. Get the right content in the right hands, in the right format, at the right time. Think worldwide connections, local relevance.

7. Partnerships

You don’t have to go it alone. Strategic partnerships can extend your reach, deepen your offer and enrich your content – from co-created articles to sponsored campaigns.

8. Play

Make it fun! Interactivity, gamification and dynamic formats can breathe life into serious topics. Learning doesn’t need to be dry to be valuable.

9. Professional pride

Recognition matters.Celebrating your members’ achievements fuels motivation and builds a stronger sense of community.

And one for luck..

10. Process

A solid, strategic and collaborative approach to content production ensures quality over quantity – every time.

Let’s turn content into community together

If you’re reading this and nodding along while mentally juggling data strategies, content calendars and team dynamics – we get it. And we’re here to help.

At Think, our consultancy team works closely with organisations like yours to transform member communications – from strategic planning to personalised delivery, powered by insight and purpose.

Ready to take the next step? Contact our New Business team to explore how we can support your goals.

And if you’d like to get involved in our next Re:member research project, sign up to our newsletter for exclusive updates, surveys and insights.