Stop Waiting for Clean Content: Tackle the Mess with Layla Masri

How can associations improve member engagement while making years of accumulated website content more useful, accurate, and discoverable? As members increasingly turn to AI tools for answers, outdated information, conflicting guidance, and poorly organized content can undermine the member experience and an association's authority.

In this episode of The Member Engagement Show, we talk with Layla Masri, who advises on work at the intersection of AI strategy, product innovation, customer insight, commercialization, and organizational transformation. Layla and our host, Kelly Whelan, discuss a practical approach to using AI to audit and improve content without turning the process into an overwhelming, all-or-nothing project.

Hear why associations should prioritize content accuracy and usefulness before investing in a website redesign, how AI can help identify duplicate and potentially outdated material, and why human judgment remains essential to deciding what to update, consolidate, preserve, or retire.

Learn how to build a repeatable content audit process, use member questions to identify content gaps, and create a continuous feedback loop that helps associations improve discoverability and deliver better answers over time. Topics covered include:

1. Don't wait for perfect content to adopt AI.
2. Prioritize high-impact content first.
3. Fix content before redesigning your website.
4. Build a content inventory.
5. Combine content inventory data with website traffic.
6. Use AI to categorize and flag content, not make final decisions.
7. Give AI a clear rubric and detailed prompts.
8. Don't delete content just because it's old.
9. Use member questions to guide content improvements.
10. Make content improvement an ongoing process.

Helpful Links:
Elizabeth Engel episode
Ashley Brookshaw episode
Webinar Recording: The Awareness Gap: Help Prospective Members Find You