Tips for nonprofits on how to effectively manage the content creation process to market their organizations and build support for their good causes. Excerpted from a live webinar presented on July 23, 2009.
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Content Creation Strategies for Nonprofits
1. Content
Creation
Strategies for
Nonprofits
Making the Most of
Your Writing,
Photos, Etc.
2. Want to Hear the Recorded Webinar?
These slides come from a
one-hour webinar I presented on
July 23, 2009. Would you like to
watch the recording and download
the handouts, templates, etc.?
Kivi Leroux Miller
EcoScribe Communications and Register for a free membership at
Nonprofit Marketing Guide.com www.nonprofitmarketingguide.com
to access these files and other
free nonprofit marketing
downloads.
3. Nonprofits Have Always Needed Content
Newsletters, donor
appeals, thank you
letters, your website,
and program
materials are like
bottomless buckets.
Flickr: Tracy Hunter
4. And Social Media Makes It Worse
And now you
have to update
your blog,
Facebook,
Twitter, Flickr,
YouTube, etc.
too.
Flickr: couragextoxlive
20. Organize Your Ingredients
Use categories,
tags, and folders to
organize your
ingredients,
including web
pages, photos, etc.
Flickr: Collin Anderson
21. My Favorite Tools
• Delicious.com
• Labels in Gmail
• Also try:
– Evernote.com
– Webnotes.net
27. Who Can Help Create Content?
• Guest columnists
• Experts
• Board members
• Partners
• Clients
Flickr: AlishaV
28. Managing Contributors
• Make your
expectations clear
• Spell out the
process
• Give yourself a
little cushion
Flickr: DrBacchus
29. Putting Social Media into the Mix
“Social media boils down to
the marriage of two main
concepts — content and
conversation. Without
content, conversation is mere
networking. Without
conversation, content is dead.
It goes nowhere.”
~ Brett Virmalo
Tippingpoint Labs
http://blog.tippingpointlabs.com/2009/07/ Flickr: charlietphoto
social-media-experts-dont-understand-social-media/
30. The Conversation as the Content
• Highlight trending
topics
• Publish Q & A
• Summarize debate
Flickr: Kris Hoet
31. Let Conversations Bake into Content
• Throw
something out
there and see
what develops
• Ask questions!
• Refine your
ideas based on
comments, then
write.
Flickr: ifindkarma
32. My Favorite Tools
• Blogging (Wordpress.org/com)
• Live Radio & Podcasting
(BlogTalkRadio.com)
• Webinars
(GoToWebinar.com)
• Cheap Video Recorder
(Flip, Sony Webby)
• Screencasting
(Camtasia, GoldMail.com)
• Flickr - Creative Commons
“By” License
Flickr: Southern Foodways Alliance
34. Fearing Repetition?
Flickr: CarbonNYC
• Repetition has its
benefits in
marketing
• But don’t just
reheat all the
time; remix too.
35. Go Back to Your Editorial Calendar
• Reheat/Remix:
– Into Different
Channels
– For Different
Audiences
36. Make the Short Stuff Longer
Add
• Examples
• Descriptive Details
• Quotations
• Opposing Points of
View
Flickr: Robert S. Donovan
37. Make the Long Stuff Shorter
• Use just the
headline as status
update
• Reduce
paragraphs to
bullets
• Pull a teaser out
with link to longer
piece
Flickr: Brian Teutsch
38. Change the Lead
• Start article in a
whole new way
Flickr: Declan TM
40. Change the Format
• Live Audio >
Recorded Audio >
Transcript >
Text Everywhere
Edit article into a
• How-to
• List
• Opinion
• Review Flickr: roger.karlsson
41. My Favorite Tools
• Simultaneous Social
Media Updating &
Scheduling
(TwitterFeed, Selective
Twitter. Also ping.fm,
HootSuite, TweetLater)
• Transcribing Audio
(VerbalInk.com)
Flickr: Southern Foodways Alliance
42. Benefits of This Approach
• Less Frazzled
• More Time and
Focus on Creating
Great Content
• Better Message
Consistency
across Channels You’ll still be on
the content
creation treadmill,
but you’ll be much
happier.
Flickr: burge5000
43. Get Your All-Access Pass
Get Full Access to All
of Our Webinars,
Live and Recorded,
for 12 Weeks for $97.
NonprofitMarketingGuide.com/pass
44. Let’s keep in touch!
Blog: NonprofitMarketingGuide.com/blog
Twitter: kivilm
Facebook.com/nonprofitmarketingguide
Contact me at
kivi@ecoscribe.com to discuss
how I can teach this or other
nonprofit marketing training to
your group, association
members, or grantees.
Editor's Notes
You have many buckets to fill: Newsletters, web content, direct appeal letters, thank you letters, program flyers and brochures, etc.
Now you have blogs, facebook, twitter, youtube, flickr, and potentially hundreds of other sites.
The solution to this madness is to come up with a Content Creation Strategy.
Some people like the symphony analogy. Pieces of content are notes in a symphony. You create them independently, but they all work together to create a beautiful messaging melody. You are the conductor. But I rarely listen to classical music and I don’t play any instruments, so this doesn’t work for me.
This is more my level. I’m a busy mom, with a full-time job, 2 little kids, and a husband who travels a lot during the week. So, we think about meals a week at a time, and even do some extra cooking or meal prep on the weekend so we’ll have those meals ready during the week. In this scenario, you are the mom.
Three steps to a sane, manageable content creation strategy.
This is your publishing schedule, but can also add when you’ll actually do the work, including research, starting conversations, editing, etc. Some people like to sit down and right three blog posts all at once, for example.
May use all of these, but pick the timeline that is practical for you. May use this as a once a month planning tool and not look at it again until next month, or you may use it to determine what you do every single day. The more you use it, the better, because behavioral scientists tell us if you put in writing what you are going to do, and when, and where, you are more likely to do it. But you have to find the system that works for you.
Channel: Have a calendar for your newsletter or your blog. Audience: These are the people we need to reach, here is where, when and with what Program: Which topics you are going to talk about Format: What form the content will take
These are all available to download as word docs, just simple tables. Can edit them, print them out for yourself, upload into Google Docs or Sharepoint, whatever you use. You could do the same thing in excel or any spreadsheet program.
Bookmark webpages Tag photos and other media, as well as documents Use descriptive titles for file names Group documents into folders This can be a hard habit to get into because it does take time upfront, but you save immense amounts of time later, because you can find everything quickly. This is really the equivalent of chopping all your vegetables and cooking the pot of beans on the weekend.
The most important thing is to find a system that you will actually use.
So we have our editorial calendar – we know what content we need to produce. We’ve been tagging and categorizing helpful items as we run across them. Now it’s time to actually create some original content. Make content now, and we are also going to let some bake and see what happens.
Don’t get hung up on the length of your pieces at first, especially if you have some flexibility in which channels you use. Do what you can, and use it where it works. You can always work on it again later.
Most popular formats; also called link bait.
Creating the other 50% of the content
Webinars are $35 each, or you can get our All-Access Pass, which allows you to attend any and all of our live webinars, plus get access to archive which has dozens of recordings, for 12 weeks for $97. I do have a special coupon code for you today that I’m going to send you over the chat now. (Coupon code is the word content) – 25 available or expires on July 31, whichever comes first.