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Free worksheets that
go with the book:
kivilm.com/hello

Kivi Leroux Miller
@kivilm #cm4np
What is

Content
Marketing?
Most nonprofit comm is like this

Interrupting . . .
When it should be like this

versus Attracting
Content Marketing . . .
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you desperately
want them to read.
Aren’t we already doing that?
Here are three

Key
Differences
1
1

The End of
the “Target
Audience”

The end of the
“target audience”
2
Comms =
Promises
Made & Kept

http://www.flickr.com/photos/momcat14c/6882351857
3
The Power in
Becoming a
Favorite Cause
http://www.flickr.com/photos/stevendepolo/4137096855
http://www.flickr.com/photos/honan/2841167899

IT’S AN ADVENTURE!
The book uses a
backpacking metaphor
to explain the
whole content
marketing process.
I. FINDING A NEW PATH:
The Power of Content
Marketing
• The case for making the shift
• Understanding how it’s
different
• Setting goals and measuring
progress

http://www.flickr.com/photos/jasonpratt/4244195298/
1
You understand your
donors’ inner angels.

2

You create
communications that
are relevant
to their lives.

http://www.flickr.com/photos/epsos/8067736728
3

You create
opportunities for people
to connect and engage.

4

You become a
favorite organization.

http://www.flickr.com/photos/stickergiant/8046982406
5

6

People say
Yes! when
you ask them.

You get what
you need to achieve
your mission!

Win!
http://www.flickr.com/photos/audiolucistore/7403731050

http://www.flickr.com/photos/usnavy/5601169958
• What supporters, participants, and influencers want from
you
• The voice and style you want to be known for
• How to staff your content strategy

http://www.flickr.com/photos/bignavijp/3891400468

II. WHO WILL GO WITH YOU:
Redefining Your Marketing Relationships
“Our biggest group on Facebook
is the artist community and
they tend to respond to the artin-process posts. When we post
pictures, people will respond
saying they know the artist, or
will ask technical questions
about the pieces.”
Rachel Hicks, Director of Programs and
Communications, Archie Bray Foundation
for the Ceramic Arts
Quote Source: Content Marketing for Nonprofits
“Social media gave the HSUS
an opportunity to humanize
a brand that is considered by
many to be “old school.”
We’ve tried to create a
persona of being responsive
and fun, but caring about the
core issues too.”
Carie Lewis Carlson, Deputy Director,
Online Communications, HSUS
Quote Source: Content Marketing for Nonprofits
“I tend to post links to helpful
information like home repair
and maintenance tips and
budgeting ideas. I try to link
the advice to current events.
Rainy day? I’ll post about why
it’s important to have clean
gutters.”
Amanda Welliver, Communications
Coordinator, Community Neighborhood
Housing Services

Quote Source: Content Marketing for Nonprofits
III. ENVISION THE
JOURNEY: Preparing Your
Content Marketing Plan
http://www.flickr.com/photos/kevingessner/4974188368

• Sketching out your big picture
communications timeline
• Deciding on your core topics
• Designing your editorial
calendar
• Repurposing your original
content
• Merging in what you can’t plan
http://www.flickr.com/photos/chefranden/741135828

The Broccoli:
What you want to write
http://www.flickr.com/photos/nate/412768397

The Cheese:
What they want to read
http://www.flickr.com/photos/habesha/399355643

Thus, the messy reality of your
nonprofit communications strategy
CHEESE!
CHEESE!
BROCCOLI!
IV. SET OUT ON YOUR
TREK: Implementing Your
Content Marketing
Strategy
• Creating relevant content for
here and now
• Reliable content that always
works
• Curating content created by
others
• Using metaphors and humor
• Using tech to implement your
strategy

http://www.flickr.com/photos/nagy/8235683007
V. THE RIGHT PROVISIONS
FOR THE JOURNEY: What
You Need to Know about
the Channels You Choose
Websites
Blogs
Email
Print newsletters
Facebook
Twitter
Google+
Video
Images
Pinterest
Mobile devices

http://www.flickr.com/photos/honan/2156579638/

•
•
•
•
•
•
•
•
•
•
•
Coming Next . . .
• Workbook
• Book Club
• E-Clinics
Kivi Leroux Miller
@kivilm
Fb.com/nonprofitmarketingguide
Fb.com/contentmarketingfornonprofits
ContentMarketingForNonprofits.com
kivi@ecoscribe.com

Free worksheets that
go with the book:
kivilm.com/hello

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