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Social Media: Your Content Marketing Playground


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Kivi Leroux Miller, President,
Content marketing is about producing relevant communications that naturally and easily attract supporters to your cause, rather that interrupting them with what you think is important. We’ll look at how social media is the perfect playground for nonprofits to experiment and discover what’s most relevant and compelling to your supporters, and how this can inform your content strategy in email, direct mail, and more.

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Social Media: Your Content Marketing Playground

  1. 1. Social Media: Your Content Marketing Playground Kivi Leroux Miller @kivilm Nonprofit Marketing Content Marketing for
  2. 2. Content Marketing??? Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.
  3. 3. The Broccoli: What you want to write
  4. 4. The Cheese: What they want to read
  5. 5. Thus, the messy reality of your nonprofit communications strategy
  6. 6. CHEESE!
  7. 7. CHEESE!
  8. 8. BROCCOLI!
  9. 9. The Bad News: Typical nonprofit social media posts are pure broccoli.
  10. 10. The Good News: You can use social media to discover more cheese!
  11. 11. Let it be your Content Marketing Playground. No real social media strategy? No problem!
  12. 12. (Let’s be honest: We don’t know what’s going on behind the curtains anyway.)
  13. 13. Play these three games and you too can rock social media.
  14. 14. Playground Game #1: Find what bonds supporters to you.
  15. 15. “Our biggest group on Facebook is the artist community and they tend to respond to the art-inprocess 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
  16. 16. Playground Game #2: Find the best way to be helpful.
  17. 17. “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
  18. 18. Playground Game #3: Find your outdoor voice – your real personality.
  19. 19. “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
  20. 20. Use social media to discover . . . 1 What bonds them to you. 2 How to be helpful. 3 Your real personality.
  21. 21. Now, bridge what you’ve learned in social media to your other communications. (Hint: The easiest place to start is with your boring newsletter. )
  22. 22. Source: 2012 Nonprofit Marketing Guide Poll of 299 nonprofits. 2/3 of nonprofits said social media had a positive effect on their newsletters.
  23. 23. THINK: How can you translate what you’ve learned to email, direct mail and events?
  24. 24. But what if something goes wrong? (Now, now, it’s just a little bump.)
  25. 25. Just tell everyone to hold on tight. It will be fun, promise!
  26. 26. Swing high, and learn something.
  27. 27. Kivi Leroux Miller @kivilm Available here today, 25% off and signed!