If a member gives you their time, the content should return real value.
In this episode of Association Amplified LIVE, Marcus Leite sits down with Carolyn Shomali, a television producer with 20 years of experience in live broadcast and long-form storytelling.
Drawing on her background in television production and her work in the association space, Carolyn shares how the discipline of live broadcast—where every segment must earn its place—can help associations make more intentional decisions about the content they produce.
The conversation explores:
- Why organizations working close to their mission can lose perspective on what their audience actually needs
- How producers decide what stories deserve attention—and what gets cut
- Why associations should focus on what members need to know, not everything the organization wants to say
- How choosing the right format and production quality affects engagement
- How identifying your association’s “one big thing” can help focus both content strategy and revenue
For associations producing more content every year, Carolyn offers a simple lens: decide what earns your audience’s time before deciding how to produce it.
