AMA Nonprofit Workshop - Wash DC - June 21
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AMA Nonprofit Workshop - Wash DC - June 21

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Presentation slides for the Essentials of Nonprofit Content Marketing workshop conducted at the American Marketing Association's Nonprofit Conference by Kevin Sparkman and Russell Sparkman

Presentation slides for the Essentials of Nonprofit Content Marketing workshop conducted at the American Marketing Association's Nonprofit Conference by Kevin Sparkman and Russell Sparkman

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AMA Nonprofit Workshop - Wash DC - June 21 AMA Nonprofit Workshop - Wash DC - June 21 Presentation Transcript

  • @FusionSpark #NPContent#AMANP Tuesday, July 22, 14
  • Your Hosts @FusionSpark #NPContent#AMANP Russell Sparkman Kevin Sparkman Tuesday, July 22, 14
  • Introduction Hashtags #AMANP #NPcontent Schedule Introductions: Presentation/Discussion: Break: Group Project: 30 Min. 60 Min. 15 Min. 75 Min. Twitter Name @FusionSpark Tuesday, July 22, 14
  • Introductions @FusionSpark #AMANP Let’s hear about you ... #NPContent Tuesday, July 22, 14
  • FSM & Content Marketing @FusionSpark #NPContent#AMANP Tuesday, July 22, 14
  • FSM & Content Marketing @FusionSpark #NPContent#AMANP 1st FSM Post CM Workshop 1st CM Retreat 2nd CM Retreat 3rd CM Retreat 4th CM Retreat 2009 2011 2013 Google Trends - “Content Marketing” 2007 Tuesday, July 22, 14
  • FSM & Content Marketing Tuesday, July 22, 14
  • FusionSpark Media’s Palmyra Atoll content helped The Nature Conservancy raise “significant funds.” ~ Chuck Cook, Project Director, 2003 Tuesday, July 22, 14
  • FSM & Content Marketing @FusionSpark #NPContent#AMANP Tuesday, July 22, 14
  • FSM & Content Marketing Tuesday, July 22, 14
  • FloridaYards.org #1on Google since @FusionSpark #NPContent#AMANP 2005 Tuesday, July 22, 14
  • FloridaYards.org $270,000 Equates to in monthly SEO fees. @FusionSpark #NPContent#AMANP Tuesday, July 22, 14
  • Gift of Life Family House @FusionSpark #AMANP #NPContent The website and videos supported the capital campaign which raised millions. Tuesday, July 22, 14
  • Whidbey Camano Case Study 2xIncrease in Email Database Size + 60,000 (22%)Increase in Website Traffic 2xIncrease in Open Rate Tuesday, July 22, 14
  • Whidbey Camano Case Study Tuesday, July 22, 14
  • Whidbey Camano Case Study Marketing Technology Stack Website: Email Marketing: Editorial Calendar: Publishing: Content Curation: Analytics: Propriety, and Wordpress, CMS Exact Target Excel Cadence 9 Curata Google Analytics @FusionSpark #NPContent#AMANP Tuesday, July 22, 14
  • FusionSpark Nonprofit Clients What’s in the shared DNA of these projects? Tuesday, July 22, 14
  • A Written Content Strategy They all have a Written Content Strategy Tuesday, July 22, 14
  • A Written Content Strategy Tuesday, July 22, 14
  • Random Acts of Marketing @FusionSpark #NPContent#AMANP Random Acts of Marketing Tuesday, July 22, 14
  • But, wait a second ... It’s all about telling your story, right? Well, no ... not really. Tuesday, July 22, 14
  • Story Story, without strategy and marketing technology. Story, with strategy and marketing technology. Tuesday, July 22, 14
  • Content Marketing What Is Content Marketing? Content marketing is an approach to creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of building community, driving support and actions. Why Is It Important? Nonprofits of all sizes are competing for attention and financial support. Strategic, engaging content can put an organization at the center of the digital universe for its area of focus to achieve nonprofit goals. @FusionSpark #NPContent#AMANP Tuesday, July 22, 14
  • Content Strategy Tuesday, July 22, 14
  • Nonprofits & Content Marketing 92%Percent of Nonprofits reported that they do content marketing. #NPcontent Tuesday, July 22, 14
  • Nonprofits & Content Marketing 25% Percent of Nonprofits who do content marketing, and have a written content strategy. #NPcontent Tuesday, July 22, 14
  • Nonprofits & Content Marketing 52%of Nonprofit professionals with a written content strategy rate themselves as highly effective. 14%of Nonprofit professionals without a written content strategy rate themselves as highly effective. Tuesday, July 22, 14
  • Nonprofits & Content Marketing Being effective or not at Nonprofit Content Marketing depends upon having a written content strategy. (BTW, also true of B2B and B2C content marketing.) Tuesday, July 22, 14
  • Nonprofits & Content Marketing Why is that? Tuesday, July 22, 14
  • #NPcontent The Same, Few Media Outlets for Decades Tuesday, July 22, 14
  • #NPcontent Then along came the Internet ... (First person to tell us Month and Year of Netscape Navigator launch will get a Starbuck’s Gift Card!) Tuesday, July 22, 14
  • Introduction Tuesday, July 22, 14
  • Tuesday, July 22, 14
  • Introduction #NPcontent Tuesday, July 22, 14
  • The Good News ... Nonprofits have unprecedented opportunities to tell their own story, to engage with constituents and to drive conversions. Tuesday, July 22, 14
  • But, it comes with a dose of reality ... Tuesday, July 22, 14
  • Nonprofits & Content Marketing Essentials focused upon are: •A Written Content Strategy • Marketing Technology Tactics #NPcontent Tuesday, July 22, 14
  • Written Content Strategy "If you don't know where you are going, you will wind up somewhere else." ~Yogi Berra, NYYankees Manager #NPcontent Tuesday, July 22, 14
  • Written Content Strategy "Without strategy, content is just stuff." ~ Arjun Basu,VP of Content Strategy, Spafax #NPcontent Tuesday, July 22, 14
  • Written Content Strategy Problems Addressed by a Written Content Strategy: • Not Knowing Where or How to Start • Lack of Guidance, as in Specific Organizational Goals • Too Many Experts, i.e.Too Many Chefs in the Kitchen • Not Enough Time to Get It All Done • Generational and /or Experience Gaps • No Funding for Content • Not Knowing What To Measure, Having a Plan to Measure • Not Knowing How To Structure Roles & Responsibilities Tuesday, July 22, 14
  • Written Content Strategy Essentials of a Well-Written Content Strategy: • Budget the Plan, Plan the Budget • Perform a Content Audit • Include All Stakeholders (Directors, Staff, Board) • Research and Listen to Interests of Target Audiences • Define Calls to Action, Align Content with Actions • Plan Content Not for Content’s Sake, But For Outcomes • Define Editorial Tone • Define Editorial Calendar • Identify KPIs to Measure, Report and Adjust • Specify Marketing Technology Requirements • Capture Ideas For Later Implementation Tuesday, July 22, 14
  • Content Marketing Lifecycle Tuesday, July 22, 14
  • Content Marketing Lifecycle Tuesday, July 22, 14
  • #NPcontent Great Websites are Indispensable It’s your digital storefront. The first impression. Tuesday, July 22, 14
  • #NPcontent Landing Pages = Secret Weapon Delivering a personalized and tailored experience. Tuesday, July 22, 14
  • #NPcontent 98% of GenY and 86% of GenX use a mobile as their only phone and 62% / 47% would give a donation to a nonprofit on a mobile device. Tuesday, July 22, 14
  • #NPcontent Tuesday, July 22, 14
  • #NPcontent Mobile, mobile, mobile ... You might even be watching this webinar on your tablet! Tuesday, July 22, 14
  • #NPcontent Email is Still King But “batch and blast” is a thing of the past. Tuesday, July 22, 14
  • #NPcontent Put Out the Welcome Mat • Automated • Targeted • Multi-part • Trigger based Tuesday, July 22, 14
  • #NPcontent Takeaways •Great Website + Mobile Ready •Landing Pages + Smart Donation Forms •Automated Email Welcome Series None of this works well without a great content marketing strategy. Tuesday, July 22, 14
  • Group Project Tuesday, July 22, 14
  • Wrapping It Up Thank You for Joining Us! In follow up, you’ll receive: • Link to our recorded Nonprofit webinar • A link to two slidedecks on Slideshare • Several book recommendations • Link to 2015 Nonprofit Content Marketing Survey As well as ... • An invitation to schedule a phone consultation with FusionSpark Media Tuesday, July 22, 14
  • Questions & Answers Your Questions! Tuesday, July 22, 14