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Content Marketing for Nonprofits:  Who, What, Why…and How!
Who?You!
What• Providing valuable information or  entertainment• All forms of media – news, videos, white  papers, eBooks, infograp...
Why Organic                        Provide               Education Growth                          Value               Cha...
How      Do what the granolas do…
Reduce Quantity   Quality
protectourdefenders.com/help-for-survivors/
Reuse        Twitter                                        Video        •Posts leading up to                           •W...
Recycle: Model 1-Start Big, Go Small         Blog                                            Article                      ...
Recycle: Model 2-Start Small, Go BigLive Event                                     • Blog Article donation                ...
This isn’t a mistake – Reuse Again              Twitter                                         Video              •Posts ...
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           TheCompreh...
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...
Need More Help or Ideas?• LinkedIn Group  http://www.linkedin.com/groups/GrowYourBa  seorg-Community-4832404• Christine Sc...
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Content Marketing for Nonprofits: Who, What, Why and How

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  • Your organization has something to offer, or it wouldn’t exist. And, you specifically have something no one else has to offer, that’s why you are behind this cause. It’s just a matter of figuring out what that something is…which brings us to the next step…
  • SEO/Social Sharing/Viral MarketingName and Info Capture – Opt-In materialsBrandingEducationBuy-In
  • Fresh coat of paint – update information, publish annually
  • Multiple channels with same piece of content
  • Multiple channels with same piece of content
  • Funny, EntertainingTouchingEducational/InformativePollingControversialAll of the Above
  • Don’t just promote it in one place – promote it in every placeDon’t just tweet it once, tweet it several times – different times of days, slightly different wording, different days of the weekDon’t just post to Facebook onceRun it on your website homepage until you are sick of looking at it, and then run it a little longerThen go quiet for a few months, and run it all again
  • Transcript of "Content Marketing for Nonprofits: Who, What, Why and How"

    1. 1. Content Marketing for Nonprofits: Who, What, Why…and How!
    2. 2. Who?You!
    3. 3. 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…
    4. 4. 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
    5. 5. How Do what the granolas do…
    6. 6. Reduce Quantity Quality
    7. 7. protectourdefenders.com/help-for-survivors/
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. The Purple Cow of ContentI am Remarkable, therefore I am Viral…
    13. 13. 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.
    14. 14. Just when you thought it was safe… There’s one more R: Recap
    15. 15. 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
    16. 16. Need More Help or Ideas?• LinkedIn Group http://www.linkedin.com/groups/GrowYourBa seorg-Community-4832404• Christine Schaefer & your friends at Salsa community@salsalabs.com @salsalabs www.facebook.com/salsalabs
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