choosing your nonprofit’s content marketing mix
TRANSCRIPT
Choosing Your Nonprofit’s Content Marketing Mix Donor Acquisition Boot Camp #DonorBootCamp October 7, 2015
Marlene Oliveira @mo_flow
About me
Marlene Oliveira • Copywriter and communications consultant to
nonprofits, moflow
• Founder, Nonprofit MarCommunity • #NPMC Twitter chat
• Trainer, facilitator
Today
" What is content marketing?
" Content marketing tactics
" Evaluating your content production
Poll
Does your organization use content marketing?
What is content marketing?
92% of nonprofits are using content marketing
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
“The creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain clients/constituents.”
Source: Nonprofit Content Marketing: 2013 Benchmarks, Budgets and Trends
“A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive action.”
Source: Nonprofit Content Marketing: 2015 Benchmarks, Budgets and Trends
61% of nonprofits are using content marketing
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content marketing tactics
eNEWSLETTERS
PHOTOS/VISUAL CONTENT
VIDEO
INFOGRAPHICS
MICROSITES
RESEARCH REPORTS
IN-PERSON EVENTS
WEBINARS
PODCASTS
PRINT NEWSLETTERS OR MAGAZINES
BLOGS
Where do you start?
A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive action.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Where to start?
" What are you already delivering?
" Shift to attracting
" Measurement
" Document your plan
Have you clearly defined your audience?
Blog post >> Marketing persona templates: 10 options for nonprofit communicators
http://moflow.ca/marketing-persona/
Is your content relevant to your audience?
Does your content offer value to your audience?
Are you publishing on a consistent basis?
Have you defined a clear, measurable goal?
“Any successful inbound marketing strategy is based upon content creation and distribution, via blogging, social media, downloads and email marketing in order to generate, nurture and close leads.”
Source: NTEN, Care2, hjc, 2015 Digital Outlook Report
Online course launching soon
Start A Better Nonprofit Blog " Establishing your purpose, audience, goals
" Coming up with content ideas
" Your blog’s contributors
" Evaluating your capacity
" Creating your editorial calendar
" Blog promotion basics
Free mini-training: starts TODAY Sign up >> http://moflow.ca/blogging-help
Thank you! Marlene Oliveira
@mo_flow moflow.ca