In this session, we’ll explore how leading associations are moving from disconnected efforts to a unified, converged model — where content, marketing, and data work together as one system. You’ll learn how to rethink your structure, align your teams, and create a content ecosystem that meets your audience where they are. We’ll also show how this strategy comes to life in practice and what tools can support a more connected, data-informed approach to engagement. If your content feels fragmented or your results aren’t matching your effort, this session will give you a clearer path forward.
Join the Association Tech Expert Series as Michelle Jackson and Janet Celosia of BackPocket Agency present on “From Silos to System: How Associations Can Converge Content, Marketing, and Data.”
What you’ll learn about:
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Identify where “church and state” separation is creating friction across your member journey and is limiting engagement.
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Understand how zero-click behavior, AI, and fragmented discovery require a more connected approach.
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Outline how to align content, marketing, and data into a unified system that builds trust and drives results.
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Explore practical ways to activate a connected content ecosystem using an association engagement platform.
Speakers
Michelle Jackson
Chief Strategy Officer,
BackPocket Agency
Janet Celosia
Vice President, Marketing Strategy,
BackPocket Agency
