4 Content Strategies for an Award-Winning Magazine

It’s the rare association executive who is in the business just for the accolades. In fact, most association members and leaders are there because they care deeply about their chosen industry and the people in it. 

That said, recognition isn’t only about prestige. It’s a sign that your magazine is delivering value to your members. Award-winning association publications look great, and they educate, inspire and entertain professionals in the industry or group they represent. 

The most successful (and often most awarded) member magazines share a few common traits: compelling storytelling, smart design and a deep understanding of their audience. 

We’ve gathered four content strategies to help your magazine stand out — not just to award judges but also to your valued members. 

1. Define Your Editorial Mission

Associations are built around a clear, focused mission. Your member magazine should be, too. Without a clear idea of your goals, even the most beautiful magazine can feel unfocused or, worse, irrelevant. 

To develop a clear editorial mission, start with the mission and vision statements of your organization, and then start asking questions. 

• Who is this magazine for? 
• What do we want readers to take away from each issue? 
• Which voices do we want to elevate/highlight/promote? 
• How does this publication support the association’s larger goals? 

Award-winning magazines don’t just fill pages; they deliver content that aligns with members’ needs and interests while reinforcing the values of your organization. A strong mission also helps shape your editorial calendar and gives your magazine structure, purpose and momentum, ensuring that every issue has a consistent voice and purpose. 

For inspiration, take a look at Heartbeat, the member publication of Mended Hearts Inc. This multi-award winner is all about educating and encouraging heart patients and their families through member stories. 

In 2024, Heartbeat was awarded the Communicator Award for Best Non-Profit Association.

3 Tips for a Member-Centric Editorial Calendar

1. Focus on what members need. Use surveys and feedback to shape content around topics that interest and challenge members most. 
2. Mix timely and evergreen content. Balance trendy industry stories with resources that will be relevant for years to come. 
3. Stay flexible. Leave room in your calendar for breaking news or last-minute updates. 

2. Prioritize High-Quality Storytelling

Award-winning publications don’t just report information — they tell compelling, human-centered stories. Lucky you; as an association filled with real, human members, you have access to stories that connect and resonate. 

Even if your story needs to convey information, choosing to frame it through the voices and experiences of members makes it more compelling and engaging, allowing the information to stick. 

You can also elevate your storytelling by tying features to relevant industry news and trends. When you connect personal experiences to broader conversations, your content becomes more timely, shareable and valuable to readers.

Look for opportunities to link policy updates, new technologies or relevant news stories to real-world member experiences. This combo strengthens a story’s impact and makes the magazine a must-read among industry pros. 

WomenPolice, the publication of the International Association of Women Police (IAWP), won a Communicator Award of Distinction for this story on how women police officers are handling changing and inconsistent laws surrounding marijuana. The topical issue was presented through the eyes of the members on the ground. 

5 Ways to Let Member Voices Shine

1. Profile members who do cool things in the industry. They get the benefit of publicity, and you showcase the quality of work your organization supports. 
2. Feature expert interviews in process or product stories. A human voice is always more resonant than a purely technical explanation. 
3. Showcase member-generated content. Ask members to submit letters sharing their own experiences, insights and best practices and turn them into guest columns or op-eds. 
4. Use direct quotes whenever possible. Instead of summarizing a member’s story or perspective, use a direct quote to bring an authentic voice and emotion to your story. 
5. Hire journalists to tell your stories. Trained journalists already know how to weave together a compelling story, find experts to interview and pull out the best angles to engage readers. 

3. Make Design Work for You

Even the best content is likely to get overlooked if it’s packaged in a haphazard way. The visual appeal of your magazine is just as important as the words on the page. The best-designed publications use a combination of predictability in structure and elements of surprise. 

The predictable piece comes in the form of the magazine structure or layout. Each issue should have common elements, like an association president’s letter, notes from members or an assortment of newsy bits and pieces. These should always appear in the same order. Fonts, margins and color schemes should also be consistent across these elements. 

The feature well is a great chance for your design to surprise and delight members. Design can draw members into the story and keep them engaged through the strategic use of typography, illustration and photography. 

[APEX winner issue pages]

Let’s take a look at Heartbeat again. In 2023, this issue was nominated for an Ozzie award for overall art direction in a nonprofit association magazine. From the front cover to the last page, the issue is thoughtful, beautiful and inviting. 

5 Signs It’s Time to Redesign Your Magazine

1. It doesn’t excite you. If you’re not eager to read it, your members won’t be either.
2. It looks cluttered. Inconsistent fonts, missing sections, and a lack of structure make it hard to navigate.
3. It’s out of sync with your brand. A refreshed mission or logo should be reflected in your magazine.
4. You’re losing readers (and advertisers). If engagement is dropping, it’s time for a fresh look.
5. Members say so. If feedback points to design issues, it’s time to listen and revamp.

4. Extend Content Beyond the Page

While print publications still rank high among cherished member benefits, today’s readers expect to access content online. Award-winning publications don’t just exist in print — they thrive online. 

Repurposing content for social media, blogs, email newsletters and digital editions extends its reach and impact. A well-optimized article can drive search traffic to your website, spark engagement and keep your publication relevant and top-of-mind between issues. 

4 Ways to Repurpose Content Online

1. Turn articles into blog posts. Adapt print stories into SEO-friendly content to attract more readers. 
2. Share on social media. Repurpose quick-hit news items, quotes, stats or industry insights for social media posts.  
3. Fill out your email newsletter. Use your top magazine stories and features to create an email newsletter to keep members engaged between issues. 
4. Develop downloadable resources. Beautifully designed infographics or in-depth content can be turned into guides or toolkits that members can download and share. 

3 Awards to Start Winning Now

Association publications are eligible for a number of content and design awards. Here are a few of our favorites:

• APEX Awards. Recognizing excellence in publishing, writing, and design across print and digital media, the APEX Awards celebrate outstanding communication materials from associations, corporations and nonprofits. Association magazines can compete in categories such as Magazines, Design and Illustration, Writing, and Special Publications.
• Folio Eddies and Ozzies. One of the most prestigious awards in publishing, the Eddies honor editorial excellence, while the Ozzies recognize outstanding magazine design across B2B, consumer and association publications. Association magazines can enter categories such as Association/Nonprofit Print and Digital Magazines, Feature Design, and Editorial Use of Data.
• AIVA Communicator Awards. Presented by the Academy of Interactive & Visual Arts, the Communicator Awards celebrate creative excellence in marketing, branding and digital communications across various media formats. Association magazines can enter categories such as Print and Design, Editorial, and Integrated Campaigns.

Why Awards Matter (And Also Why They Don’t)

Whether or not you win or even enter your member magazine in an awards competition, the real value lies in producing a magazine your members will love and you’ll be proud of. 

Award criteria often highlight best practices in storytelling, design and audience engagement. These are all elements that should be part of your magazine strategy, even if you’re not gunning for a trophy. It’s what leads members to read each issue cover to cover, share with their friends and engage with your association. 

Winning is a great recognition of your team’s hard work, but the real victory is creating a magazine that members rely on, enjoy and advocate for year after year.