If done well, podcasts, quizzes, contests and live seminars can add levels of engagement to a website. To get a flavor for what SIPA members are doing, I visited some of their websites and took a quiz on Literacy Instruction—don't ask my score—listened to advice on painting indoors this winter—that could come in handy!—and entered a contest for Creative Kids—my friend sent me a video of his daughter painting a superhero mask.

The Institute of Management Accountants (IMA) ran a contest last year asking members to submit short videos—less than two minutes—that showed the benefits of being a Certified Management Accountant. The contest theme was "You've Got to Earn It."