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Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
Content Strategy For Non-Profits
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Content Strategy For Non-Profits

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  • 1. Planning and Executing a Successful Drupal Implementation [MM.DD..YY] [PRESENTER] CONTENT STRATEGY FOR NON-PROFITSTonya Caudurotonyad@getlevelten.comTwitter: @levelten #ROWDFW www.leveltendesign.com #ROWDFW @levelten
  • 2. content strategy What kind of content? When? Why? For whom? Where? How often? About what? Will it be shared?
  • 3. processPlanning Create Promote• Results • Authoring • SEO• Audience • Optimizing • Social• Topics • Publishing media
  • 4. Planning: results Define your core message What is your engagement style? Informative Instructional Entertaining Combination of all three? Editorial Calendar Keyword Analysis
  • 5. Planning: results - core message  Our company’s business objectives are…  We differentiate ourselves by…  We hope to solve…  People know us for…  Your donations help…  Volunteering with us serves…  … don’t stray from the core message!
  • 6. Planning: results – engagement style Informative Instructional Educational Inspirational Humorous Entertaining
  • 7. Planning: results - editorial calendar Dates  Events  Holidays  Promotions  Conferences  Legislation  Milestones search Channel Audience engines
  • 8. Planning: results – keyword analysis Brainstorming • Any ideas around your cause and how to search for it Google Analytics • Look at how your site is being searched currently Keyword Tools • http://www.googlekeywordtool.com/
  • 9. Planning: audience Who is your audience How to find them Philanthropists/ Surveys Advocates Volunteers Focus groups Contributors Daily interaction (current/ (In person/ potential) On the web) Remember: You are not your target audience, in most cases. What does your market want to hear vs. what you want to say.
  • 10. Planning: audience – how to reach them Tips for Content Strategy: SEO RSS Website Social shares What kind of content? blog When? Newsletters Email Micro-Blog Marketing Why? For whom? Content Twitter Where? How often? Podcasts Video/Audio Social Facebook Networking About what? YouTube LinkedIn Will Vimeo shared? Photo it be Pinterest#ROWDFW Instagram Flickr
  • 11. Planning: topics This is how what we do Here’s the story of what we affects you do Topics Cycle Here are the results of your Send money giving Volunteer Help us
  • 12. Planning: topics Listen Get involved Inspiring stories of how you helped Volunteer stories Clear definable goals More conversations, less announcements Unobtrusive calls to action Short deadline for sense of urgency
  • 13. Create: author and optimize“ On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the ” rest. This is the secret to the power of your search title, and why it so highly determines the effectiveness of the entire piece. engines Brian Clark Copyblogger.com
  • 14. Create: author and optimize Write a good headlines so they’ll keep reading Use your keyword analysis results to target niche phrases Announce news State a benefit Pose a question Honest testimonial Tell a good story with imagery and emotion Integrate multi-media Be honest and respectful Call to action (include incentives)
  • 15. Remember this? Tips for Content Strategy: SEO RSS Website Social shares What kind of content? blog When? Newsletters Email Micro-Blog Marketing Why? For whom? Content Twitter Where? How often? Podcasts Video/Audio Social Facebook Networking About what? YouTube LinkedIn Will Vimeo shared? Photo it be Pinterest#ROWDFW Instagram Flickr
  • 16. Create: publish… promote Blog post RSS feed Tweets Facebook YouTube Newsletter Pinterest Video/photo
  • 17. Why engagement content & social media work“ Produce great stuff and people will come to you, produce really great stuff and your ” customers (advocates) will share and disseminate your message for you. search engines Ann Handley & CC Chapman Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

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