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Content Marketing for Nonprofits

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Kivi Leroux Miller, president of Nonprofit Marketing Guide.com, presented slides about her new book, “Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a …

Kivi Leroux Miller, president of Nonprofit Marketing Guide.com, presented slides about her new book, “Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money.” In her presentation, she discusses how nonprofits are communicating more often and in more ways than ever before, but is anyone paying attention? During this meetup, Kivi showed us how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention or interrupting them with your communications.

In her new book, Content Marketing for Nonprofits, you’ll find:
* An eye-opening look at how nonprofit marketing and fundraising are changing, and the perils of not quickly adapting;
* Up-to-date guidance on communicating in a fast-paced, multichannel world;
* How to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing content; and
* Real-world examples from 100+ nonprofits of all sizes and missions.

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Transcript

  • 1. Free worksheets that go with the book: kivilm.com/hello Kivi Leroux Miller @kivilm #cm4np
  • 2. What is Content Marketing?
  • 3. Most nonprofit comm is like this Interrupting . . .
  • 4. When it should be like this versus Attracting
  • 5. Content Marketing . . . Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.
  • 6. Aren’t we already doing that?
  • 7. Here are three Key Differences
  • 8. 1 1 The End of the “Target Audience” The end of the “target audience”
  • 9. 2 Comms = Promises Made & Kept http://www.flickr.com/photos/momcat14c/6882351857
  • 10. 3 The Power in Becoming a Favorite Cause http://www.flickr.com/photos/stevendepolo/4137096855
  • 11. http://www.flickr.com/photos/honan/2841167899 IT’S AN ADVENTURE! The book uses a backpacking metaphor to explain the whole content marketing process.
  • 12. I. FINDING A NEW PATH: The Power of Content Marketing • The case for making the shift • Understanding how it’s different • Setting goals and measuring progress http://www.flickr.com/photos/jasonpratt/4244195298/
  • 13. 1 You understand your donors’ inner angels. 2 You create communications that are relevant to their lives. http://www.flickr.com/photos/epsos/8067736728
  • 14. 3 You create opportunities for people to connect and engage. 4 You become a favorite organization. http://www.flickr.com/photos/stickergiant/8046982406
  • 15. 5 6 People say Yes! when you ask them. You get what you need to achieve your mission! Win! http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958
  • 16. • What supporters, participants, and influencers want from you • The voice and style you want to be known for • How to staff your content strategy http://www.flickr.com/photos/bignavijp/3891400468 II. WHO WILL GO WITH YOU: Redefining Your Marketing Relationships
  • 17. “Our biggest group on Facebook is the artist community and they tend to respond to the artin-process posts. When we post pictures, people will respond saying they know the artist, or will ask technical questions about the pieces.” Rachel Hicks, Director of Programs and Communications, Archie Bray Foundation for the Ceramic Arts Quote Source: Content Marketing for Nonprofits
  • 18. “Social media gave the HSUS an opportunity to humanize a brand that is considered by many to be “old school.” We’ve tried to create a persona of being responsive and fun, but caring about the core issues too.” Carie Lewis Carlson, Deputy Director, Online Communications, HSUS Quote Source: Content Marketing for Nonprofits
  • 19. “I tend to post links to helpful information like home repair and maintenance tips and budgeting ideas. I try to link the advice to current events. Rainy day? I’ll post about why it’s important to have clean gutters.” Amanda Welliver, Communications Coordinator, Community Neighborhood Housing Services Quote Source: Content Marketing for Nonprofits
  • 20. III. ENVISION THE JOURNEY: Preparing Your Content Marketing Plan http://www.flickr.com/photos/kevingessner/4974188368 • Sketching out your big picture communications timeline • Deciding on your core topics • Designing your editorial calendar • Repurposing your original content • Merging in what you can’t plan
  • 21. http://www.flickr.com/photos/chefranden/741135828 The Broccoli: What you want to write
  • 22. http://www.flickr.com/photos/nate/412768397 The Cheese: What they want to read
  • 23. http://www.flickr.com/photos/habesha/399355643 Thus, the messy reality of your nonprofit communications strategy
  • 24. CHEESE!
  • 25. CHEESE!
  • 26. BROCCOLI!
  • 27. IV. SET OUT ON YOUR TREK: Implementing Your Content Marketing Strategy • Creating relevant content for here and now • Reliable content that always works • Curating content created by others • Using metaphors and humor • Using tech to implement your strategy http://www.flickr.com/photos/nagy/8235683007
  • 28. V. THE RIGHT PROVISIONS FOR THE JOURNEY: What You Need to Know about the Channels You Choose Websites Blogs Email Print newsletters Facebook Twitter Google+ Video Images Pinterest Mobile devices http://www.flickr.com/photos/honan/2156579638/ • • • • • • • • • • •
  • 29. Coming Next . . . • Workbook • Book Club • E-Clinics
  • 30. Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits ContentMarketingForNonprofits.com kivi@ecoscribe.com Free worksheets that go with the book: kivilm.com/hello

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