Secrets of ContentMarketing Sorcerers#13NTCsssshRobert Rosenthal @volmatchrobertBrett Meyer @brett_meyerKivi Leroux Miller...
What isContentMarketing?Content marketing for Content marketing fornonprofits is creating and nonprofits is creating andsh...
Aren’t we already doing that?       Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 3
Most nonprofit comm is like this        Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 4
When it should be like this      Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 5
Content marketing can workwith traditional marketing                   Cat and dog?                    Cat and dog?      S...
What We Do•   VolunteerMatch is the Web’s largest volunteer engagement network.•   We make it easier for nonprofits, indiv...
Our Audiences                           The Need           How We Help          Nonprofits       Effective          •   On...
Big Picture Goals             Secrets of the Content Marketing Sorcerers   Slide 9
Our Evolution            Secrets of the Content Marketing Sorcerers   Slide 10
Our Evolution  Web 1.0                                 Web 2.0 Marketing  Marketing(1998-2006)                    (2006-to...
Channels TodayIndividual Volunteers           Nonprofits                      CorporationsWebinars                        ...
Theme Strategy                  Volunteering           Secrets of the Content Marketing Sorcerers   Slide 13
Themework for Multiple AudiencesNonprofits                                        Corporations•   Using VolunteerMatch.org...
Nonprofit ProgramsEngagingVolunteers.org                         Secrets of the Content Marketing Sorcerers   Slide 15
Nonprofit Programs                               VolunteerMatch Learning Center                               learn.volunt...
Nonprofit Programs                             VolunteerMatch Group at LinkedIn            Secrets of the Content Marketin...
Nonprofit Programs                             Nonprofit Insights Series Webinar            Secrets of the Content Marketi...
Nonprofit Programs                             User Generated Content            Secrets of the Content Marketing Sorcerer...
Corporate Programs                               VolunteeringIsCSR.org           Secrets of the Content Marketing Sorcerer...
Corporate Programs                               Corporate Resources                               solutions.volunteermatc...
Corporate Programs                               Best Practice Network Webinars           Secrets of the Content Marketing...
Corporate ProgramsVolunteerMatch SolutionsTwitter Feed                       Secrets of the Content Marketing Sorcerers   ...
Corporate Programs                               VolunteerMatch Solutions                               Subgroup at Linked...
Distribution Matters             Secrets of the Content Marketing Sorcerers   Slide 25
Measurable Impact                            Top Keywords                                  • volunteer recognition        ...
Measurable Impact           Secrets of the Content Marketing Sorcerers   Slide 27
THANK YOU!             Secrets of the Content Marketing Sorcerers   Slide 28
History: The Breaking News Model• New articles published once a month• 3-5 expert guest authors• NTEN determined the conte...
Today: The Daily News Model• New articles published once a day• 10-15 expert guest authors• NTEN determines the theme     ...
Monthly ThemesExamples:• Mobile• Tech Leadership• Websites                        Flickr: Stéfan (http://www.flickr.com/ph...
AudienceExamples:• IT Staff• Nonprofit Leadership• Program Staff                             Flickr: Stéfan (http://www.fl...
Editorial Calendar         Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 33
Repurposing Content• Social Sharing• Newsletter• Print                Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/...
Gamification• Authors are encouraged to share with their networks• Those same networks then share with their own• Magicall...
The sign-up form        Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 36
Being Data Informed             Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-721576163501...
Basic Analytics         Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 38
Social Analytics         Secrets of the Content Marketing Sorcerers: #13NTCssssh   Slide 39
Dynamic Content• Authors are encouraged to share with their networks• Those same networks then share with their own• Magic...
Predictive Analytics               Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4252110454/sizes/l/in/set-721576163...
What do you wantto be known for?                                                                            http://www.fli...
What you want to sayhttp://www.flickr.com/photos/chefranden/741135828                                                     ...
What they want to hearhttp://www.flickr.com/photos/nate/412768397                                                     Secr...
What you need to producehttp://www.flickr.com/photos/habesha/399355643                                                    ...
What’s YourBroccoli and  Cheese?
Evergreen Contenthttp://www.flickr.com/photos/ell-r-brown/4209193833/                                                     ...
Perennial Contenthttp://www.flickr.com/photos/puliarfanita/4680865167                                                     ...
Annual Color Contenthttp://www.flickr.com/photos/calliope/172311121/                                                      ...
Core Topics List for Tabby Cat Rescuers       Core Topic                Evergreen                  Perennial              ...
What’s YourEvergreen, Perennial and Annual Color     Content?
http://www.flickr.com/photos/-bast-/349497988
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!or Online using #13NTCssssh at www.nten.org/ntc/...
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Secrets of Content Marketing Sorcerers - 2013 Nonprofit Technology Conference - #13NTCssssh

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So you've learned to enchant audiences with your blog, webinars, or videos. You can read the runes of your Salesforce web-to-lead forms. You even have a hidden login to MarketingProfs tattooed under your tunic. But are you ready to become a content marketing sorcerer?

Done well, content marketing has the magical power to pull new supporters toward you, change conversations, deliver services to your audiences, and generate lasting brand awareness for your organization. No wonder it's the hot topic in business communications today.

In this panel from the 2013 Nonprofit Technologo Conference, nonprofit marketing consultants and practitioners share ideas and approaches with the audience in Minneapolis, Minnesota. Panelists include Kivi Leroux Miller (nonprofitmarketingguide.com), Robert Rosenthal (VolunteerMatch.org), and Brett Meyer, former Communications Director at NTEN. The panel hashtag is #13NTCSsssh.

Among other mysterious arts, this session explores how to tame the dragon of to-do despair with the content calendar sword. You learn how to shape-shift your older content to attract and inform audiences again. You also discover the powerful alchemy of social media and content marketing as well as how to enchant your organization to create a culture of content marketing.

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  • Evergreens stay fresh from season to season. Much of basic website content will be evergreen content.
  • Perennials come back year after year, but do require regular maintenance especially when they are growing and in bloom. Much of your newsletter and blog content will be perennials.
  • Annual color is short lived, but full of that extra oomph! Much of what you do in social media will be annual color.
  • Secrets of Content Marketing Sorcerers - 2013 Nonprofit Technology Conference - #13NTCssssh

    1. 1. Secrets of ContentMarketing Sorcerers#13NTCsssshRobert Rosenthal @volmatchrobertBrett Meyer @brett_meyerKivi Leroux Miller @kivilm
    2. 2. What isContentMarketing?Content marketing for Content marketing fornonprofits is creating and nonprofits is creating andsharing relevant and sharing relevant andvaluable content that valuable content thatattracts, motivates, attracts, motivates,engages and inspires your engages and inspires yourparticipants, supporters, participants, supporters,and influencers to help and influencers to helpyou achieve your mission. you achieve your mission. Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 2
    3. 3. Aren’t we already doing that? Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 3
    4. 4. Most nonprofit comm is like this Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 4
    5. 5. When it should be like this Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 5
    6. 6. Content marketing can workwith traditional marketing Cat and dog? Cat and dog? Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 6
    7. 7. What We Do• VolunteerMatch is the Web’s largest volunteer engagement network.• We make it easier for nonprofits, individuals and companies to make a difference through volunteering.• Since 1998 VolunteerMatch has generated $4.5 billion in equivalent value for the social sector. Secrets of the Content Marketing Sorcerers Slide 7
    8. 8. Our Audiences The Need How We Help Nonprofits Effective • Online recruitment volunteer service engagement • Enterprise technology solutions • Education & training Corporations Successful • Network of participating employee or nonprofits consumer • Volunteer opportunities volunteer • VM SCREEN Enterprise technology programs SOMEWHERE solutions • Education & training • Program development Individual Meaningful • Access to volunteer Volunteers volunteering opportunities Secrets of the Content Marketing Sorcerers Slide 8
    9. 9. Big Picture Goals Secrets of the Content Marketing Sorcerers Slide 9
    10. 10. Our Evolution Secrets of the Content Marketing Sorcerers Slide 10
    11. 11. Our Evolution Web 1.0 Web 2.0 Marketing Marketing(1998-2006) (2006-today) Outreach In-reach Content as Member Benefit Content as Public Benefit About Us About You The Site The Network Commonality Specialty Broadcast Conversational List Rentals Opt-in Advertising, List Trades, PR Multi-channel engagement Secrets of the Content Marketing Sorcerers Slide 11
    12. 12. Channels TodayIndividual Volunteers Nonprofits CorporationsWebinars Webinars Webinars •Practitioner Series •Insights Series •Insights SeriesMonthly Email Newsletter Monthly Email Newsletter Monthly Email NewsletterAll Audience Social Networks Dedicated Blog Dedicated Blog(Facebook, Linkedin, Twitter, (EngagingVolunteers.org) (VolunteeringIsCSR.org)Pinterest) All Audience Social Networks Quarterly Insights Research (Facebook, Linkedin, Twitter, Pinterest) Offline Events All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest) Linkedin Subgroup Offline Events Secrets of the Content Marketing Sorcerers Slide 12
    13. 13. Theme Strategy Volunteering Secrets of the Content Marketing Sorcerers Slide 13
    14. 14. Themework for Multiple AudiencesNonprofits Corporations• Using VolunteerMatch.org • The Business Case for employee volunteering• How to recruit volunteers online • Connecting volunteer programs with• Needs assessment corporate capabilities• Designing great volunteer opportunities • Disaster preparation and response• Resources for learning more about volunteer • Managing global programs engagement • Corporate-nonprofit relations• Seasons of Service • Assessment, measurement, reporting• New trends in volunteer engagement • Reputation and branding• Innovative ways nonprofits are involving • Trends in cause marketing volunteers • Pro bono program models and trends• Corporate-nonprofit relations • Skilled volunteering• How technology is changing volunteer • Engaging Millennial and Boomer employees engagement • Intrapreneurship• Working with corporate volunteer programs • Developing culture of involvement• How to recognize and reward volunteers • HR and recruitment trends• Working with donor programs • Reporting on employee volunteering• Engaging Millennial and Boomer volunteers • Creating and evolving incentive programs • Great stories from effective programs Secrets of the Content Marketing Sorcerers Slide 14
    15. 15. Nonprofit ProgramsEngagingVolunteers.org Secrets of the Content Marketing Sorcerers Slide 15
    16. 16. Nonprofit Programs VolunteerMatch Learning Center learn.volunteermatch.org Secrets of the Content Marketing Sorcerers Slide 16
    17. 17. Nonprofit Programs VolunteerMatch Group at LinkedIn Secrets of the Content Marketing Sorcerers Slide 17
    18. 18. Nonprofit Programs Nonprofit Insights Series Webinar Secrets of the Content Marketing Sorcerers Slide 18
    19. 19. Nonprofit Programs User Generated Content Secrets of the Content Marketing Sorcerers Slide 19
    20. 20. Corporate Programs VolunteeringIsCSR.org Secrets of the Content Marketing Sorcerers Slide 20
    21. 21. Corporate Programs Corporate Resources solutions.volunteermatch.org Secrets of the Content Marketing Sorcerers Slide 21
    22. 22. Corporate Programs Best Practice Network Webinars Secrets of the Content Marketing Sorcerers Slide 22
    23. 23. Corporate ProgramsVolunteerMatch SolutionsTwitter Feed Secrets of the Content Marketing Sorcerers Slide 23
    24. 24. Corporate Programs VolunteerMatch Solutions Subgroup at Linkedin Secrets of the Content Marketing Sorcerers Slide 24
    25. 25. Distribution Matters Secrets of the Content Marketing Sorcerers Slide 25
    26. 26. Measurable Impact Top Keywords • volunteer recognition • volunteer recruitment strategies • civically engaged • volunteer management software • national volunteer week • volunteer appreciation • engaging volunteers • corporate volunteer programs • how to motivate volunteers Secrets of the Content Marketing Sorcerers Slide 26
    27. 27. Measurable Impact Secrets of the Content Marketing Sorcerers Slide 27
    28. 28. THANK YOU! Secrets of the Content Marketing Sorcerers Slide 28
    29. 29. History: The Breaking News Model• New articles published once a month• 3-5 expert guest authors• NTEN determined the content Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 29
    30. 30. Today: The Daily News Model• New articles published once a day• 10-15 expert guest authors• NTEN determines the theme Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 30
    31. 31. Monthly ThemesExamples:• Mobile• Tech Leadership• Websites Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 31
    32. 32. AudienceExamples:• IT Staff• Nonprofit Leadership• Program Staff Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 32
    33. 33. Editorial Calendar Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 33
    34. 34. Repurposing Content• Social Sharing• Newsletter• Print Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4106193567/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 34
    35. 35. Gamification• Authors are encouraged to share with their networks• Those same networks then share with their own• Magically expanded reach! Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 35
    36. 36. The sign-up form Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 36
    37. 37. Being Data Informed Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 37
    38. 38. Basic Analytics Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 38
    39. 39. Social Analytics Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 39
    40. 40. Dynamic Content• Authors are encouraged to share with their networks• Those same networks then share with their own• Magically expanded reach! Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 40
    41. 41. Predictive Analytics Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4252110454/sizes/l/in/set-72157616350171741/) Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 41
    42. 42. What do you wantto be known for? http://www.flickr.com/photos/pkz/6222862929/ Bad Answer! Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 42
    43. 43. What you want to sayhttp://www.flickr.com/photos/chefranden/741135828 Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 43
    44. 44. What they want to hearhttp://www.flickr.com/photos/nate/412768397 Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 44
    45. 45. What you need to producehttp://www.flickr.com/photos/habesha/399355643 Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 45
    46. 46. What’s YourBroccoli and Cheese?
    47. 47. Evergreen Contenthttp://www.flickr.com/photos/ell-r-brown/4209193833/ Appears mostly on your website Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 47
    48. 48. Perennial Contenthttp://www.flickr.com/photos/puliarfanita/4680865167 Appears mostly in your newsletters and blog Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 48
    49. 49. Annual Color Contenthttp://www.flickr.com/photos/calliope/172311121/ Appears mostly in social media Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 49
    50. 50. Core Topics List for Tabby Cat Rescuers Core Topic Evergreen Perennial Annual ColorWhere to adopt a tabby Directory - only updated Share Facebook updates as needed from our key adoption partnersHow to help tabbies Top Ten Ways to Help Regular features in Stories about star newsletter and blog volunteers, etc.What tabbies are Weekly newsletter feature Featuring individualavailable for adoption tabbies on Facebook andright now TwitterThe history of tabbies Single web page – update Trivia questions on tabby only as new research history becomes available
    51. 51. What’s YourEvergreen, Perennial and Annual Color Content?
    52. 52. http://www.flickr.com/photos/-bast-/349497988
    53. 53. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!or Online using #13NTCssssh at www.nten.org/ntc/eval

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