Making Content a Team Sport: Inside Anaplan’s Member-Driven Content Program with Ginger Anderson

Scaling a community content program isn’t simple, but Anaplan’s approach has turned it into a well-oiled, member-driven machine. For Ginger Anderson, Principal Community Content Manager, the key was designing a strategy that doesn’t rely on one person—or even one team—but rather encourages collective ownership. This approach keeps their 100,000-member community engaged and returning almost daily (yes, really).

By integrating content creation into the community itself, Ginger and the Anaplan team have made member contributions a natural part of the experience. Now, over half of their content is generated by members. It’s woven into the fabric of the community, making participation feel less like a favor and more like a shared project. And while activating contributions is never without its challenges, Ginger and her team have found strategies that make it easier. Here’s how they’ve done it—and how you might, too.

The Team Behind Anaplan’s Community

At the heart of Anaplan’s community is a tightly knit team, each member playing a specific role to support community engagement and operations. Led by the Head of Community, Eric Stieg, and the amazing team which includes Ginger, who oversees platform strategy and content direction; Becky, the community engagement manager responsible for running super user programs, and Jamieson, Anaplan’s video and event producer who ensures a steady stream of fresh, dynamic content. 

Rooted in Anaplan’s customer success department, the community team works in sync with customer goals, aiming to help users get the most out of Anaplan’s platform while lightening the load on customer support through self-service resources. “We want our community to be the first place customers turn for help, before reaching out to support,” Ginger explains. “Our focus is to enable customers to find answers, share solutions, and connect with other Anaplan users.”

This peer-to-peer connection is especially important for Anaplan’s technical audience. Many members are admins or certified users with deep platform expertise, eager to connect with others who speak their language. To keep this experienced audience engaged, the team crafts strategies that respect their expertise, delivering content that’s highly practical, data-driven, and relevant. And when managing a community rich in talent, a great starting point for content is often the super user base.

Super Users: A Built-In Source of Trusted Contributors

Central to Anaplan’s content strategy is its 300-member super user program. This group is a great source of user-generated content that enriches the experience for everyone in the community.

Super users are ideal contributors. With established roles in the community, they’re easy to approach for content without the need to identify or vet new sources. Reliable, knowledgeable, and deeply trusted, their contributions carry an inherent authority that resonates across the community.

For the content team, tapping into the expertise of these super users—including Anaplan’s Community Bosses, Certified Master Anaplanners, and internal experts—has been key in maintaining a steady flow of valuable content. Here’s how each group contributes:

• Community Bosses: As part of the official super user program, Community Bosses represent Anaplan’s most engaged members, who earn their place by meeting specific participation thresholds. In return, they gain exclusive access to content, events, and feedback opportunities that deepen their connection to the community.
• Certified Master Anaplanners: These are Anaplan’s top-certified users, individuals who have completed extensive training to achieve the highest level of expertise. To maintain their certification, they participate in yearly activities and training—many of which are directly tied to the community. Recognized as external experts, they bring a wealth of platform knowledge to the table. Many also serve as Community Bosses and often mentor newer members, helping to strengthen the community’s knowledge-sharing culture.
• Internal experts: Anaplan’s own employees are another essential source of community knowledge and support. Many actively participate, sharing insights and guiding users to success. In fact, some teams have made community contributions a formal goal, ensuring regular engagement. Anaplan is also developing an internal Community Boss program to bring gamification and a sense of fun to employee participation, encouraging even more collaboration.

“Getting people to contribute can be hard,” Ginger admits. “But by giving our super users a clear path to get involved, we make it easy for them to share what they know—and that knowledge is invaluable.”

Creating Content Opportunities: Giving Members a Platform

To support this, Ginger developed a content program that offers a range of contribution opportunities, each tailored to fit various interests, skills, and expertise levels. This approach gives every member a chance to share their voice in a way that feels natural to them. Here are some of Anaplan’s most popular content formats, and how each encourages members to participate:

Blogs

Anaplan’s community blog is a core engagement tool, second only to its discussion forums. While increasing content doesn’t always guarantee success, for Anaplan, doubling their blog production has paid off. With over 100 blogs published each year, and more than 60% of them written by users, the blog has become a major driver of returning visitors to the community. 

Of course, many community members want to contribute but don’t always know where to begin. Ginger has made it easy by maintaining a list of potential topics to spark ideas. She takes the time to talk one-on-one, learning about what they’re proud of, passionate about, or the unique ways they’re using Anaplan. From there, the right story usually comes to light—whether it’s a standout project, a personal take on a feature, or a nugget of expert advice. With a little guidance, members gain the confidence to put their insights on paper, creating a library of content that keeps the community fresh, relevant, and driven by its own voices.

Events

Anaplan offers members various ways to step into the spotlight, from panel discussions and presentations to roundtables and AMAs. Topics range widely—from new feature deep dives and hands-on learning sessions to case studies and community-requested themes—ensuring there’s something for everyone.

One strategy that’s really resonated is pairing a super user with an internal expert for co-hosted learning sessions. This setup brings in two unique perspectives, making the session richer and more engaging. Plus, it takes the pressure off, easing any nerves about presenting solo and creating a collaborative experience that feels both approachable and insightful.

Podcasts

Anaplan’s podcast shines a light on the unique talent within its ecosystem, highlighting each guest’s career journey and insights. Whether listeners are just starting out or well into their professional paths, they appreciate hearing stories of growth, lessons learned, and real-life examples of how Anaplan fits into their work.

Video tutorials

Anaplan super users are eager to share their expertise and enjoy teaching others the ins and outs of the platform. Popular series like “How I Built It” (a show-and-tell format) and “Did You Know?” (quick tips on specific features) allow them to demonstrate their skills and pass along valuable tips. These tutorials make learning Anaplan more accessible, with firsthand guidance from experienced users.

Community challenges

Anaplan’s community challenges invite members to flex their skills in both practical and inventive ways. These challenges range from skill-building activities, like brainstorming modeling tips and tricks, to more imaginative scenarios where members can explore their creativity. For example, one member designed a system to manage an online cricket tournament, while another to build a fantasy football draft.

Challenges are structured to accommodate various skill levels, with participants earning points for their involvement. Members can also earn extra points by sharing a recap of their project in an article or resource, adding value that extends the impact of the challenge.

The Results of a Collaborative Content Strategy

Anaplan’s collaborative approach to content isn’t just a “feel-good” strategy—it’s driving measurable results. Since implementing the programs and migrating to the Vanilla platform, the impact has been clear, with results that go well beyond content for content’s sake.

• 2x increase in average monthly visits per active member
• 62% rise in page views
• 2.6x faster time to first response
• 2x increase in conversation depth (average posts per thread)
• Nearly 50% more new member signups

Perhaps the most telling metric is user loyalty: active users now visit the community an average of 27 times per month. “This shows that people aren’t just visiting to get an answer and leave,” Ginger says. “They’re coming back because they know there’s always something new and valuable waiting for them.”

Anaplan’s strategy of consistently publishing fresh content has turned the community into a daily destination. Members are finding more than articles—they’re sharing their own experiences, diving into discussions, and building the community into an essential part of their professional lives. It’s a testament to the quality content the team curates and the supportive environment Anaplan’s community and super users foster.

Tips for Building Your Own Member-Driven Content Program

For those looking to replicate Anaplan’s success, Ginger has some practical advice.

• Start small: “If you’re just getting started, begin with one or two blogs a month.” Ginger advises. “Find your most engaged users or someone with a great story. Approach them with an idea — it can be as simple as ‘Would you answer a few questions about your experience with [idea/product]?’—and turn that into an article.”
• Amplify through other channels. To extend the reach of your content, make use of other platforms where your audience is active. For example, whenever a blog is posted, Ginger encourages the author to share it on LinkedIn, creating a ripple effect that drives more visibility and engagement.
• Focus on empowering voices. “It’s not about churning out content,” Ginger stresses. “It’s about creating a space where people feel empowered to share and learn from each other.” By being selective and intentional about who contributes, you can create content that resonates and builds community.

Anaplan’s approach to building a member-driven content program offers valuable lessons for any organization looking to engage its community on a deeper level. By creating diverse ways for members to contribute, Anaplan has turned its community into a hub of knowledge-sharing and support. The results speak for themselves: increased visits, deeper conversations, and a strong sense of community that keeps members coming back day after day.

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