Make Your Specialized Content Matter to the Wider World

lots of retro style wall clocks November 21, 2016 By: David Mendes

Associations hold a bounty of industry and subject-matter expertise, and often this knowledge has great value for the public. But when the information is highly technical or nuanced, you face the challenge of explaining to a lay audience why they should care.

Among communication challenges, stirring up interest in a web-based application that provides visitors with a response to the question "When am I going to die?" is a pretty big one—right up there with trying to get people interested in reading about getting their teeth pulled. But this was the challenge that the American Academy of Actuaries and the Society of Actuaries faced earlier this year when we released the Actuaries Longevity Illustrator, an online tool that calculates your (and your partner's) chances of living to certain ages. ...