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Membership Hack: Consumer-oriented Blog

Some groups provide direct-to-consumer marketing

The American Cleaning Institute created a consumer-focused for its members’ customers. The content includes practical cleaning tips as well as safety information.

How to hack it? Many associations better serve members by serving their members’ customers too, and it’s a strategy adopted by the American Cleaning Institute. In 2017, ACI created a consumer-facing blog with content that offers practical tips and safety information about household cleaning products.

Why does it work? ACI members play an active role in the content creation and development process. “The blog posts are based on research and expert opinion, as well as input from a member company workgroup,” said Brian Sansoni, senior vice president of communication, outreach, and membership. “The information we share is designed to help people to clean easier, smarter, and more effectively.”

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