Bringing Associations Together To Boost Performance


Partner News: How Medium Rare is helping brands navigate COVID-19 and beyond, delivering better brand awareness and engagement

It’s never been so important for industry associations to meet their members’ needs for clear, accurate and timely information. In this unprecedented COVID-19 era, the organisations who meet those needs will stay relevant. But how do you pivot with speed and agility, getting significant volumes of content in front of members on as many channels as possible? 

Medium Rare is a content agency that specialises in helping brands become publishers, working closely with such membership organisations as the Australian Institute of Company Directors (AICD) and Chartered Accountants Australia and New Zealand (CAANZ) as well as leading brands such as Qantas, Coles and Bunnings.

For AICD’s most valuable member benefit, Company Director magazine, Medium Rare pivoted the May issue and created over 20 pages of up-to-the-minute COVID-19 business impact coverage, including an interview with Nev Power, the chairman of the Government’s National COVID-19 Coordination Commission. It then repurposed this content for online, allowing AICD to deliver targeted content that covered all aspects of the crisis relevant to the membership. 

For CAANZ, it quickly created a suite of digital and social articles covering the impact of the crisis across all member segments, resulting in significant increases in shares and engagement for all content. Members even wrote personally to express their gratitude to the organisation for such timely, helpful content. 

But the most immediate challenge for associations and organisations will be in covering the next phases of rebound and recovery; how to create content that anticipates and captures the next six months and beyond so that your members can start planning? 

Medium Rare uses research and insights to inform its understanding of its client’s audiences; their pain points, their specific needs and their aspiration. But research is only useful if it can be turned into authentic storytelling, practical advice and inspiration that drives action to deliver measurable brand engagement.

To find out more about how Medium Rare might be able to help your association, email

Or simply to receive our COVID-19 Content Insights Report, click here:

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