Your Content Compass

NetXtra Breakfast Club

26th September 2017

Contents

• Content Marketing for NFPs

• Using A Content Framework

• Why Think Like A Journalist?

• Targeting Your Target Audience

• How to Write Good Copy

• Creating Sharable Content

• Increasing Online Donations

• Understanding Impact

Content Marketing… and why we should care

✓ Increase brand exposure

✓ Drive website traffic

✓ Increase search engine ranking

✓ Grow online community / membership

✓ Build trust and credibility

✓ Engage community of followers –

develop Brand Advocates

✓ Direct marketing

“Content marketing is a marketing technique of creating and distributing

valuable, relevant and consistent content to attract and acquire a clearly defined target audience – with the objective of driving profitable customer action

”

5 Content Mistakes by Not For Profits

1. Not aligning activity to a wider strategy

2. Not considering your TARGET audience

3. Not sharing others content

4. Not having different tactics for different platforms

5. Not establishing metrics to measure success

Content Framework

The Content Vision is the foundation upon which we build the Content Strategy, Content

Creation and Content Distribution.

1. Vision

Educate, entertain,

inspire, inform, convert

2. Format

Detail – text, image,

video, podcast

3. Resourcing

Creation, curation,

crowdsourcing?

5. Distribution

Which channels, Owned,

Earned, Paid and Shared

will you use

4. Optimisation

Research key phrases, headline

structure, improve readability, CTAs

for conversions and mobile friendly

content

Content Ideas

Ideas

How-to,

Tips, Tricks,

shortcuts

Sector

News/insights

Success

Stories – if helpful

Interview

Others

(of interest

& reputation)

Perspective:

News / Data

/ Forecasts

Don’t over-estimate what your audience

knows or underestimate what you know

There’s always an

interesting angle!

“Pull quote

copy can go

in here”

On Diary:

Things you know will definitely

happen:

- Annual hols (Xmas, Business

anniversary)

- Events you are hosting

- Start of a campaign- Sector trends

Off Diary:

Things that can’t be predicted:

- Breaking news

- Emerging themes/fads

- Award shortlist/win

Content Planning

Journo Tip: Off Diary = Agile, Responsive, Zeitgeist

Why Think Like A Journalist

Journo Tip: Picture 1-2 members of your target audience in your head

Journo Tip: It’s not what you want to TELL your audience, but what THEY want to hear

Target Audience

✓Make them REAL people

✓ What content is useful, entertaining and interesting

to them …it’s not about you! (80/20 Rule)

✓ How they want to consume your information

(What medium?)

✓ Where they want to consume your information

(Which distribution channel?)

✓ Plan ahead but be agile – On Diary / Off Diary

✓ Source information and ideas from far and wide

Good Written Content (print)

Headline should be between 5 and 9 words

First line between 21 and 28 words

Most Important Facts Summarized

Quotes & Supporting Details

Call to action, next steps you want

the reader to take

Who, What, Where, When

Colour – Why and Evidence

CTA

Good Written Content (Online)

Journalistic rules: start with the conclusion

• Max 4 line paragraphs

• 5-9 word headlines

• Intro < 28 words

• Half the word count (<500 words)

• One idea per paragraph

• Bulleted lists

• Meaningful sub-headings (not "clever" ones)

Sources

• Link to outbound sources & Attribute sources

• Acknowledge inconvenient stats/info

• Include Hyperlinks (good for SEO)

Typeface variations and colour (uniform – don’t look appear crazed)

Optimising Online Content for Scanning

Source: Nielsen Norman

Group, How Users Read

on the Web

What makes a good Facebook Post?

1. Has a clear goal

2. Asks for engagement

3. Uses a photo or link

4. Brief but compelling

5. Isn’t always promotional

6. Is provocative

What makes a good Tweet, you Twit!

Improvements

“Please Retweet”

72%

Share Success Stories further than Facebook

Use stories from

members with the

power to inspire others

you can share?

How to increase engagement

79%

Extend your reach

#HashtagDon’t be afraid to use lots of

#hashtags across social to

increase your audience

Organisations getting Instagram right

28% Vs 23%Instagram Vs Twitter

What are people

already sharing on

Instagram that could

benefit your

organisation?

Behind the scenes

Does your organisation

have compelling and

distinctive stories to

share about the work

you do?

✓ Informative – Are you just adding to the noise? Ask So What?

✓ Audience: Help me or entertain me!

✓ WOW your audience – think in extremes for article angles =

Remembered

✓ Accurate - NEVER exaggerate or lie, you will be found out

✓ Multimedia – how does your audience want to receive this

info? Could be more than one format; repurpose.

Checklist: Good Content

• Make the post headline catchy or compelling

• Experiment with images, video or infographics

• Look for trends in frequently shared posts, such as

top 10 lists, popular quotes or memes

• Try switching to a positive framing of your message if

you’re currently using a negative one

Understand Impact (Outcomes not Outputs)

01223 850 359

hello@WeAreLuminescence.com

Luminescence,

St John's Innovation Centre,

Cambridge, CB4 0WS

WeAreLuminescence.com

Thank You