Content Marketing for Nonprofits: Who, What, Why and HowPresentation Transcript
Content Marketing for Nonprofits: Who, What, Why…and How!
What• Providing valuable information or entertainment• All forms of media – news, videos, white papers, eBooks, infographics, blog articles, photos, memes, cartoons…you get the idea…
Why Organic Provide Education Growth Value Change Minds / Opt-In Lower SAC Deepen Buy-In Motivate to Fill a SEO Action Need>Gifts Give/Take Viral Branding Relationship
How Do what the granolas do…
Reduce Quantity Quality
Reuse Twitter Video •Posts leading up to •While getting V-day Feb 14 and then traffic, posted video repeated posts to Facebook and throughout the day other channels to Facebook educate •Posts leading up to V-day, during and after Website •Donation page to send the V-day cards, with good landing page and follow-through links
Recycle: Model 1-Start Big, Go Small Blog Article Blog Articles Video Quotes Webinar Slide Graphs Share and ChartsHandouts Blog Blog Article Whitepaper Whitepaper Articles Series Lists Cross- posts eBook Infographic Podcasts Audio Audio Mini- Infographics Book Book Graphics Graphics Poster Radio Spots Web Ads
Recycle: Model 2-Start Small, Go BigLive Event • Blog Article donation email best practices WhitepapersWebinar on donation emails • Blog Article end of year donation emails • Chart A • Blog Article spam Whitepaper • Blog Article email best on email deliverability practices • Live Event Infographic Whitepaper • Blog Article on on last year’s on building building donor list fundraising donor list • Webinar data
This isn’t a mistake – Reuse Again Twitter Video •Posts leading up to •While getting V-day Feb 14 and then traffic, posted video repeated posts to Facebook and throughout the day other channels to Facebook educate •Posts leading up to V-day, during and after Website •Donation page to send the V-day cards, with good landing page and follow- through links
The Purple Cow of ContentI am Remarkable, therefore I am Viral…
The 4th R: Repeat The Key to you get And, when to The Key to The Key to TheComprehension Keywhere Human Comprehension to the point Human Comprehension is Repetition. Key to Human The is Repetition. Human Comprehension is Repetition. you can’t stand it In more than one form. is Repetition. Human Comprehension Some say it’s 5 times; others 7; for food 15… but no matter what, it is more than once. Over a period of time. is Repetition. anymore… Say it one more time for good measure. In more than one place.
Just when you thought it was safe… There’s one more R: Recap
Content Marketing for Nonprofits• Who: You• What: Providing something of value in exchange for supporter opt-in• Why: SEO, Viral Marketing – lower cost per supporter acquisition• How: The 4 Rs Reduce, Reuse, Recycle & Repeat
Need More Help or Ideas?• LinkedIn Group http://www.linkedin.com/groups/GrowYourBa seorg-Community-4832404• Christine Schaefer & your friends at Salsa firstname.lastname@example.org @salsalabs www.facebook.com/salsalabs