In 2025, the American Forest & Paper Association (AF&PA) won an ASAE Gold Circle Award for its search-first digital strategy, developed to increase visibility and improve perceptions of the U.S. paper industry.

In this episode of Association Tech Insider, ASAE Communications Council member Bridget Folliard Terrones sits down with Stacie Manger, AF&PA’s Director, Digital and UX Strategy, to discuss how she and her colleagues executed a groundbreaking search-driven content strategy for AF&PA’s blog, transforming it into a leading digital resource. Manger explains how digital touchpoints now shape advocacy and why that drove AF&PA to focus on being findable to advance key priorities, strengthen the online narrative, and simplify complex policy issues.