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Content Marketing

Steward & Cultivate Supporters through Engagement

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

SessionDescription

This workshop will help attendees understand the basic

concepts of content marketing to better leverage online

and social opportunities to steward and cultivate

supporters.

Participants will complete the session with a set of

tactics that can be used to measure reach and response

for future evaluation and planning purposes.

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

What isContent

Marketing?

Content marketing is a strategy to create and

distribute relevant and valuable information to attract,

acquire and engage a defined audience.

Content marketing is consumer-focused and

action-oriented.

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

IncreaseEffectivenessto Steward &Cultivate Supporters

Stewardship is to thank.

Cultivation is the work to sustain interest for future conversion.

Two Focus Areas

1. Create a written strategy

2. Track key performance indicators

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

KPIsBased on

Engagement & Conversion

Rates

Three Categories

1. Reach

2. Engagement

3. Sentiment

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Reach

1. Unique visits

2. Geography

3. Mobile readership

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Engagement

4. Bounce rates/time spent

5. Heat maps & click patterns

6. Page views

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Sentiment

7. Comments

8. Social sharing

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Possible Framework

for aWritten

Strategy

Seven Building Blocks

1. Plan

2. Audience

3. Story

4. Channels

5. Process

6. Conversations

7. Measurement

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Plan Who are you?

Where are you?

Where do you want to be?

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Audience

Understand your core audiences

Internal vs external

Acquired vs trying to reach

Tool: Content segmentation grid

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Story

Tell your brand story

Once your story is developed, build pillars of content

Each pillar is a guide for future communication

Stories build and keep relationships

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Channels

Content first

Distribution channels second

Existing vs potential

Avoid feeling trapped in a channel

Channels can support one another

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Process

Manage your team and tools

Roles and responsibilities for execution

Guidelines

Schedule

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Conversation

Create your content and listen by creating a connection to your consumers

Talking at vs listening

Consider capacity, quality and objectives

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

Measurement

Create a culture of learning

Beginning, end and in between

Tool: Stop, Continue, Change assessment

Key performance indicators re-visited

Reach

Engagement

Sentiment

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

NextSteps

What will you do tomorrow?

What will you do next week?

What will you do next month?

What will you next year?

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

AdditionalResources

Content Marketing Institutewww.contentmarketinginstitute.com

2016 Nonprofit Content Marketing Reporthttp://contentmarketinginstitute.com/wp-

content/uploads/2015/11/2016_NonProfit_Research_FINAL.pdf

Content evaluation worksheethttp://moflow.ca/content-evaluation-worksheet

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017

ThankYou!

Allie Chang RayAdvocacy Manager, Nonprofit Missouri

Principal & Independent Consultant, Mutare Network LLC

acray@mutarenetwork.com

mbl/txt (314) 604-3825

Nonprofit Leadership Conference

University of Missouri – Kansas City

November 20, 2017