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Content Marketing World 2020 - Session Viewer

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Check back often as we will be adding more sessions and speakers frequently. Please note that session dates and times are subject to change.

Our CMWorld 2020 Mobile app will launch this summer so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

Associations Forum: How to Make Membership Relevant in the Digital Age

Zontee Hou  (Director of Strategy, Convince & Convert)

Anna Hrach  (Strategist, Convince & Convert)

Susan Baier  (President, Audience Audit, Inc.)

Pass Type: All Access, Industry Forum/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Forum

Audience Level: All

Vault Recording: TBD

Audience Level: All

Across industries, membership associations (both B2B and B2C) serve to bring people together to advocate, learn, and network around shared interests—but in the digital age, attention is on the decline. Membership is dwindling. And associations need to be more effective than ever in building a case for relevance to their prospective and current members.

In this hands-on, interactive session, we will explore how content marketing, social media, and digital marketing at large should be leveraged by associations to showcase their values and purpose to their membership. Learn frameworks and best practices from Convince & Convert, the leading digital marketing consultancy founded by Jay Baer, whose clients range from NAMM (the National Association of Music Merchants) to PCMA (Professional Convention Management Association) to Texas Exes (Ex-Students Association of The University of Texas).

We will also be joined by marketers within well-known associations, who will share case studies on how they have used digital marketing to connect with the people who drive their membership business.


  • A framework for building messaging around the principles of persuasion
  • Methodology for measuring for relevance and identifying storytelling opportunities
  • How to implement the lessons of web platforms like Patreon and Kickstarter in your communications