Secrets of Content Marketing Sorcerers (May 2013, PDXTech4Good.org)

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Brett Meyer from ThinkShout presented an abbreviated version of his session at the 2013 Nonprofit Technology Conference.

A recording from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. More information: PDXTech4Good.org

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Secrets of Content Marketing Sorcerers (May 2013, PDXTech4Good.org)

  1. 1. Secrets of Content Marketing Sorcerers #13NTCssssh Robert Rosenthal @volmatchrobert Brett Meyer @brett_meyer Kivi Leroux Miller @kivilm
  2. 2. What is Content Marketing? Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help 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 work with traditional marketing Cat and dog? Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 6
  7. 7. 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
  8. 8. 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
  9. 9. Monthly Themes Examples: • 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
  10. 10. Audience Examples: • 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
  11. 11. 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
  12. 12. 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
  13. 13. What do you want to be known for? http://www.flickr.com/photos/pkz/6222862929/ Bad Answer! Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 42
  14. 14. http://www.flickr.com/photos/chefranden/741135828 What you want to say Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 43
  15. 15. http://www.flickr.com/photos/nate/412768397 What they want to hear Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 44
  16. 16. http://www.flickr.com/photos/habesha/399355643 What you need to produce Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 45
  17. 17. http://www.flickr.com/photos/-bast-/349497988

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