Content Marketing Strategies for Non-ProfitsPresentation Transcript
Good Morning, Non-Profit Marketers!
For Non-Profits: Is It the Best of Times…or the Worst of Times?
Why Now Could be the Best Time to be a Non-Profit… … But only if you can put content marketing, the web, and social web, to work
What We’ll Dig into This Morning
Understand the current state of marketing
Why content marketing is critical
How social media fits in the marketing picture
Case studies of successful implementations
The B.E.S.T. approach to content marketing
How I would transform on local non-profit website
A Few Questions for You
50 Years of Marketing Nothing has changed Everything has changed Learning what still works—and what doesn’t from Don Draper and the Mad Men crew.
Mad Men: PR & Marketing in 1960 Plenty of drinking, smoking, and such But, it was still about storytelling It was still about content It was still about engaging the public
“ It’s not a wheel. It’s a carousel.” "This device isn't a space ship. It's a time machine."
It wasn’t about the technology. It was about heartfelt customer benefits. Sharing memories easily again and again.
Marketing from 1960 to 2000: Almost Nothing Changed Don Draper and his team would still feel at home 40 years later.
Timeless Marketing Commandments
B to B: Make your customers successful
B to C: Make your customers’ lives better
1st understand, then be understood
Listen, really listen to your customers
Engage your customers in dialogue
Encourage word of mouth
Marketing from 2000 to 2010: Almost Everything Changed Now you have the 21 st Century version of the Kodak Carousel in the palm of your hand!
How Your Buyers Used to Find Solutions to Their Needs:
Talk to company sales reps
Read trade publication ads and articles
Read product literature
Go to trade shows
Talk to colleagues
TV, Radio, Print, Outdoor Advertising
See your business sign
Read an article about you
Talk to trusted friends
Business 2 Business Business 2 Consumer
Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution How you can put content marketing to work on your website!
It’s Essential to Understand that Today’s Buyers:
Want to make up their own minds
Conduct thorough research before contacting you
Don’t want to be interrupted
Don’t want to be sold
Billboard Marketing: One Way Shouting to Buyers Way Too Many Seller Messages Buyers Suffer from Info Overload
Put Away the Old Marketing Megaphone
Buyer behavior transformed
The web is the way
“ Your Brand is What Google Says It Is,” -Author, David Meerman Scott
Content Marketing Connects You to Today’s Buyers They will find you online
Content Marketing Key Elements
Provide relevant, compelling content
Respond to new marketing realities
Think like a publisher
Prepare to become the new media
Content Marketing: Trust is the Key
First, a trusted supplier of information
Then, a trusted supplier of products & services
Content Marketing = Thinking Like a Publisher
Who are your customers?
What are their most pressing concerns, interests, problems?
Provide relevant & compelling content to address those problems
Become trusted source of information and potential solutions
Keep content current & compelling
Make it easy for them to take action
Content Marketing: You Are the New Media
Old media shrinking in size & influence
It’s all about content
Social media accelerating
Buyers finding own solutions
Buyers share experiences
Smart marketers becoming the media
When We Left Kodak in 1960… This is how they enabled customers to make emotional connections. Have they made the content marketing transformation?
What Does Content Marketing Mean to Kodak in 2010? “ It means everything! Seriously, we love how people use the products we make to tell the stories of their lives. Giving voice to those stories and inspiring others is what it is all about.” Tom Hoehn, Director of Brand Communications & Convergence Media.
Kodak in 2010: Compelling Content Carousel
Facebook pages & games
The Key to Success: Deliver Relevant & Compelling Content Online Translate Your In-Depth Customer Understanding into Information that Benefits Your Customers. It’s All About the Customer. It’s Not About Your Company
Content Marketing Empowers The Little Guy to Compete With the Big Guy Adding Social Media to Your Marketing Mix Gives You Even Better Odds
The Best News!! Content Marketing is the Least Expensive PR & Marketing Strategy!
David Lawrence Center: Becoming Really Accessible
Trista Meister is only communications person
Partnered with local web design firm
Old website was content challenged
New website is content-rich
Easy entry for future clients
Old David Lawrence Website
Old David Lawrence Interior Page
New David Lawrence Website
When You Really Need Help
Where Does Social Media Fit In?
What is Social Media? Social media transforms “broadcast media monologues ( one to many ) into social media dialogues ( many to many ). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” --WikiPedia
Social Media are a Vital Component of Sales & Marketing in 2010
114.5 Million US TV households
220 Million US web users
120 Million blogs
75% of US Online adults use social media
200 Million Facebook users
10 Million Twitter users
Recession: Forget About It! Forrester 2009-- 95% of Marketers Will Maintain/Increase Social Media $$
What Social Media Tools Have in Common:
Provide information about you and your company
Share your knowledge and expertise
Offer help to prospects & customers
Enable 2-way communication
Create sense of community
Hard Work of Content 1 st . Magic of Social Media 2 nd . “ Social media is where the magic can happen. But consider content as all the upfront work, research and practice that it takes to put the magic show together. Social media is the Abracadabra.” --Joe Pulizzi
Remember: It’s Social Media, Not Social ME -dia Create and contribute value to the conversation
Your Blog Is Your Most Important Social Media Tool Business Blog Facebook Twitter LinkedIn
It Begins with a Blog: "If you want something decent about you in Google you MUST blog. This is NOT optional anymore." - Robert Scoble (@Scobleizer)
Begin and Build Great Content With a Business Blog It’s still all about relevant and compelling content!
What is a Blog?
A website that is organized like a newspaper
most recent articles first
Logical categories for browsing
Easy to manage & free
More important over time as content accrues
A shaper of opinion and behavior
Two-way communications device
Critical social media component
Keys to Successful Blog
Target info needs of well-understood set of ideal buyers
Frequent, timely updates
Delivers relevant & compelling content
Well-structured and categorized
Open to everyone on the web
Easily findable via Google, etc.
A Blog and a Website: What do they have in common?
Provide content that solves customer problems
Provide information about you & your company
Share your knowledge and expertise
Offer help to prospects & customers
Make it easy for prospects to become customers
Blog vs. Website: What’s the Difference?
Easy to update
Hard to update
What Should Targeted Blog Visitors Expect?
We demonstrate that we understand them
Quick no scrolling access to company info
Easy to browse for what they want
Grasp instantly the nature of company
Multiple ways to find content
Multiple entry points for content
Quick view of latest blog post headlines
Easy eNewsletter sign up
Ability to comment and connect
Provide Relevant, Valuable, Helpful, & Timely Content
Your Blog is Your Social Media Connector Business Blog Facebook Twitter LinkedIn
Dean Piccirillo: From Blog to Social Media
How to Put Facebook to Work:
What is FaceBook?
A membership-focused resource for networking--personal and professional
You must get permission to view personal profiles by making ‘friends’
You share up-to-the-minute news with your ‘friends’
Your business can create its own page
You can create affinity groups
You can share great thoughts, links, pictures, events
You can pull in your blog/twitter posts
Keys to Succeeding with FaceBook:
Establish a communications goal to position yourself/company
Develop plan to integrate other social media—your blog, twitter
Share what’s relevant, valuable, intriguing, & amusing to your target audience
Participate in dialogue with others
Photographer Drives Revenue from FaceBook
High school senior demographic
Word of mouse
Go direct to students
50+% $$ from FB
Naples Chamber Gets Social with FaceBook
Provides quick snapshot of Chamber
Simply Cupcakes: 2184 Simply Passionate Fans on Facebook
The Bottom-Line: Develop and Deploy a Blog-powered Website
Questions So Far?
The B.E.S.T Content Marketing Strategy
What action do we want our customers to take?
What effect must we achieve with them?
How will we measure their behavior?
How will we put them on the path to purchase (what exactly is the conversion )?
To sum up: How will you measure as a whole and what are the smaller measurements that tell the Return on Objective (ROO) story?
What do our buyers really need to know (not about our products, but about information and tasks relevant to what we have to offer)?
How does what they need to know align with our unique expertise?
What will provide the most benefit personally or professionally?
To sum up: What's the intersection between your expertise (as it relates to your products) and the informational/entertainment needs of your customers? That's the secret sauce!
Does this content marketing effort help us achieve our strategic goals?
Does it integrate with our other strategic initiatives?
Do we have executive support for this content strategy?
To sum up: I've seen too many custom content projects live outside of marketing and the overall strategic goals of the company. To truly be successful, a content strategy needs to tell your brand story as it relates to your customers. Don't let it live in a vacuum.
Have we precisely identified the prospects we want to target?
What are the different customer segments? Why are they different?
Do we really understand what motivates them?
Do we understand their professional roles?
Do we understand how they view the product or service we offer?
To sum up: Get a handle on the buyer persona for each of your customer segments. If you don't know them well, how do you know what they need
Our Project for Today Let’s Help Fun Time Early Childhood Academy with Content Marketing Online
What We’ve Learned:
Changed Buyer Behavior has Changed Marketing Forever.
Think like a publisher to succeed.
It’s all about your customer, not about your company.
Content Marketing levels the playing field.
Content Marketing is Least Expensive Tool.
Social Media is Critical Content Marketing Component.
Be there or be very square.
The Fate of Marketers Who Fail To Move to Content Marketing
Now, It is Time to Switch. So Don’t Fight Content Marketing & Social Media Even Don Draper and The Mad Men Would Agree