AVCA Volunteers Presentation August 2014

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Emily Reeves gave a presentation on content marketing to the Arkansas Volunteers Coordinators Association to talk about how online content can help fuel interest and loyalty for generating new volunteers.

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AVCA Volunteers Presentation August 2014

  1. 1. WHAT IS THE MOST TALKED ABOUT TREND IN DIGITAL! COMMUNICATIONS FOR 2014?
  2. 2. CONTENT! MARKETINGMAKING IT WORK FOR YOU
  3. 3. CONTENT MARKETING IS CRITICAL FOR ONGOING DONOR! ENGAGEMENT @reeves501 @stoneward #AVCADigiContent
  4. 4. WHAT IS CONTENT MARKETING? Content marketing is the art of communicating with your volunteers and donors without asking for anything in return. ! It is non-interruption marketing. ! Instead of pitching your organization, you are delivering information that makes your volunteers and donors more intelligent. @reeves501 @stoneward #AVCADigiContent
  5. 5. WHAT IS CONTENT MARKETING? Good content marketing makes a person ! STOP! LISTEN! THINK and! BEHAVE! ! differently. @reeves501 @stoneward #AVCADigiContent
  6. 6. If you deliver consistent, ongoing valuable information to volunteers and donors, they ultimately reward you with their time and money. @reeves501 @stoneward #AVCADigiContent
  7. 7. BRANDS AND BROADCASTERS ARE YOUR COMPETITORS AS BOTH SEEK TO BECOME CONTENT PRODUCERS TOO @reeves501 @stoneward #AVCADigiContent
  8. 8. NEED PROOF? @reeves501 @stoneward #AVCADigiContent
  9. 9. The ALS Ice Bucket Challenge. @reeves501 @stoneward #AVCADigiContent
  10. 10. 12 staffers with managing editor — a former TV journalist. ! Attracts 1.2 million visitors a month. @reeves501 @stoneward #AVCADigiContent
  11. 11. Site managed by a former journalist. ! Ratified as a news site by Google News. @reeves501 @stoneward #AVCADigiContent
  12. 12. Site managed by a former journalist. ! Provides content to WSJ CMO Today and Fox Business News @reeves501 @stoneward #AVCADigiContent
  13. 13. Led by a former AP journalist. ! Content sent to Business Insider. @reeves501 @stoneward #AVCADigiContent
  14. 14. Treatsie Bourbon & Boots @reeves501 @stoneward #AVCADigiContent
  15. 15. HOW CAN YOU COMPETE? @reeves501 @stoneward #AVCADigiContent
  16. 16. ! VOLUNTEERS AND DONORS SHARE THE CONTENT THEY THINK IS COMPELLING.! @reeves501 @stoneward #AVCADigiContent
  17. 17. WHY DO YOU HAVE A WEBSITE?! @reeves501 @stoneward #AVCADigiContent
  18. 18. WHY DO YOUR VOLUNTEERS AND DONORS VISIT YOUR WEBSITE?! @reeves501 @stoneward #AVCADigiContent
  19. 19. IS THE CONTENT ON YOUR WEBSITE ABOUT YOUR VOLUNTEERS’ AND DONORS’ CORE INTERESTS?! @reeves501 @stoneward #AVCADigiContent
  20. 20. OR! @reeves501 @stoneward #AVCADigiContent
  21. 21. IS IT ABOUT HOW GREAT YOUR ORGANIZATION IS?! @reeves501 @stoneward #AVCADigiContent
  22. 22. WHAT MAKES YOUR ORGANIZATION’S CONTENT SO INTERESTING THAT ! PEOPLE WILL WANT TO ! TALK ABOUT IT AND SHARE IT ! WITH THEIR FRIENDS? @reeves501 @stoneward #AVCADigiContent
  23. 23. WILL PEOPLE SHARE AND SPREAD THIS INFORMATION IN SOCIAL MEDIA?! ! WILL THEY TALK TO THEIR COLLEAGUES ABOUT IT?! ! WILL THEY SEARCH FOR IT?! ! WILL THEY BECOME SO ENGAGED IN IT THAT THEY WILL FRIEND OR FOLLOW YOU? @reeves501 @stoneward #AVCADigiContent
  24. 24. THE HEART OF CONTENT MARKETING IS MAKING CONTENT WORTH SHARING. @reeves501 @stoneward #AVCADigiContent
  25. 25. COMPARED TO TRADITIONAL MARKETING CONTENT MARKETING: • Is about the volunteer, not you. • Pulls listeners in with relevant content to them. • Is two-way conversation instead of a monologue. • Is more dynamic and easier to change. • Has the potential to reach wider, maximizing word-of-mouth. • Has a much longer shelf-life. • Easier to measure. • Happens before and after learning about your organization. @reeves501 @stoneward #AVCADigiContent
  26. 26. WHY CONTENT MARKETING: • 61% of consumers say they feel better about a company that delivers custom content. • 7 in 10 consumers prefer to learn about a company through articles, not ads. • 90% of consumers find custom content useful. • 78% of of consumers believe that organizations providing custom content want to build good relationships. • 68% of consumers spend time reading content from a brand they are interested in. • Social media and blogs account for 23% of all time spent online. • Interesting content is a top 3 reason people follow brands on social media. @reeves501 @stoneward #AVCADigiContent
  27. 27. PLAN! CREATE / CURATE! DISTRIBUTE! BE FOUND! RESPOND & CONVERSE! MEASURE! @reeves501 @stoneward #AVCADigiContent
  28. 28. PLAN • What do you want to be known for? What can you be known for? • What are your audiences’ challenges? • What kind of content do they consume? Where do they consume it? • How can you create interesting yet consistent content that will attract new volunteers and retain old ones? Who is writing it? Who is managing it? • When all is said and done, what business results do you want to achieve for all your hard work? • How will you know if this stuff is working? @reeves501 @stoneward #AVCADigiContent
  29. 29. CREATE / CURATE • Be interesting, valuable, and educational. Too many people create content that is self-serving and uninteresting. People won’t read or share that. • Tell personal stories, engage people in a way your competitors aren’t doing, and give away advice. • Offer your audience a combination of original and third party content provides a branded context for your work. • Curating other people’s content positions you and/or your organization as a tastemaker in your field. • Create a fresh perspective to engage people and cultivate curiosity and a need. • Brand Value = Content x Connections x Engagement @reeves501 @stoneward #AVCADigiContent
  30. 30. DISTRIBUTE • Plan content distribution. Spend just as much of your time creating content as you do distributing it. • Encourage social sharing of your content. Plan out your social media content distribution. This means creating different ways to share your own content over a period of time in addition to including social sharing icons. • Promote your content. Leverage whatever resources and connections you have. Make a checklist of your owned, social media and third party options. @reeves501 @stoneward #AVCADigiContent
  31. 31. BE FOUND • Establish 30-50 keyword phrases relevant to your audiences, and ensure these phrases are used in all of your content. ! • Identify conversations around the web that you should contribute to and link back to your content. Use tools like Google Alerts or TalkWalker that have keyword search capabilities. ! • Cross-promote your content in relevant communities. For example, post your videos on YouTube, your audio on SoundCloud, and embed them in landing pages that can be measured, and link to your landing page. @reeves501 @stoneward #AVCADigiContent
  32. 32. BE FOUND • Update your website constantly with the fresh content so Google keeps ranking your site higher for keywords and lets your content get found. ! • Consider PPC campaigns to promote your content. ! • Ask influencers to share your content. There is no better way to get your content shared than by referral. ! • Consider using old-fashioned email and include the forward to a friend functionality. @reeves501 @stoneward #AVCADigiContent
  33. 33. RESPOND & CONVERSE • Establish a listening campaign to figure out who’s doing the talking and what’s being said. • Respond quickly to comments and feedback. • Think about where your customers are located online and join those communities. • Consider how you will connect with the more influential conversationalists within those communities. Do you need to comment regularly on select blogs? • Use communities to interact with your community by asking questions (surveys), participating and contributing to conversations (comments/discussion forums) and sharing your expertise (your content). @reeves501 @stoneward #AVCADigiContent
  34. 34. MEASURE • Which conversations drove traffic? • What content and messaging converted most effectively? • What audience segments have the most potential for increased traffic? • Where is the brand love around your organization? • Which conversations align with the organization’s purpose? @reeves501 @stoneward #AVCADigiContent
  35. 35. CONTENT TYPES! ! THINK CONTENT VARIETY BECAUSE NOT EVERY TYPE OF CONTENT APPEALS TO EVERYONE. ! SPECIFICALLY, 83% OF LEARNING OCCURS VISUALLY. @reeves501 @stoneward #AVCADigiContent
  36. 36. CONTENT IDEAS • Articles • Blogs • Books • Case studies • Cartoons • Catalogs • Charts • Email newsletters • Ebooks • Exhibits • Infographics • In-person events • Magazines • Microsites • Mobile apps • Mobile website • Newsletter • One-sheet • Suggested use • Photographs • Podcasts • Research • Social media • Testimonials • Videos • Websites • Webinars @reeves501 @stoneward #AVCADigiContent
  37. 37. TIPS! @reeves501 @stoneward #AVCADigiContent
  38. 38. TIPS • Use a variety of platforms • Build content assets • Tell stories people relate to • Crowdsource content • Curate content with care • Brand your content • Avoid THDR • Optimize for findability @reeves501 @stoneward #AVCADigiContent
  39. 39. WHY CONTENT MARKETING: LOYALTY! ! SHARES! ! REACH @reeves501 @stoneward #AVCADigiContent
  40. 40. FINAL THOUGHT: ! QUALITY OVER QUANTITY.! ! DON’T PUT IT OUT THERE UNLESS IT IS GOOD. YOUR REPUTATION IS AT STAKE. @reeves501 @stoneward #AVCADigiContent
  41. 41. BONUS THOUGHT: ! QUALITY TAKES TIME.! ! PLAN AND BUDGET ACCORDINGLY. @reeves501 @stoneward #AVCADigiContent
  42. 42. THANK! YOUEmily Reeves ereeves@stoneward.com @Reeves501

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