Content Marketing for Nonprofits

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The growth of the Internet has given rise to a new discipline of online marketing: inbound marketing. Businesses and organizations who have mastered inbound marketing through content publishing are reaping vast dividends in the form of website traffic and conversions.

For nonprofits, there is a huge opportunity to reach and engage donors through compelling content that tells the story of your mission. This session will provide an overview of inbound marketing, how content publishing drives SEO and social media buzz, and what nonprofits can do today to get started.

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Content Marketing for Nonprofits

  1. 1. Supercharge Your Fundraising Efforts @StevenShattuck With Content Marketing Steven Shattuck VP, Marketing -­‐ Bloomerang
  2. 2. Your presenter » Steven Shattuck @StevenShattuck VP, Marketing -­‐ Bloomerang Contributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business. Speaker: Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, ANN, Let’s Talk Tech, Mixwest, Infinitive Digital Brainfest, Affiliate Summit, Indy Social Media @StevenShattuck
  3. 3. Agenda » @StevenShattuck • The case for content marketing • Best practices • Examples • How to get started • Q&A
  4. 4. @StevenShattuck
  5. 5. Top 3 Best Website Visit Outcomes » @StevenShattuck
  6. 6. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion
  7. 7. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion 2. A sign-­‐up form completion
  8. 8. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion 2. A sign-­‐up form completion 3. A contact form completion
  9. 9. @StevenShattuck
  10. 10. How do you get website traffic? » @StevenShattuck Outbound Marketing Advertising (Paid Media) + Direct Response/Mail + PR
  11. 11. How do you get website traffic? » @StevenShattuck Outbound Marketing Advertising (Paid Media) + Direct Response/Mail + PR Inbound Marketing Content Marketing + SEO + Social Media
  12. 12. How do you get website traffic? » @StevenShattuck Outbound Marketing Advertising (Paid Media) + Direct Response/Mail + PR Inbound Marketing Content Marketing + SEO + Social Media
  13. 13. Inbound marketing relationship » @StevenShattuck Content Search Social
  14. 14. Content formats » • Blog posts • Videos • Infographics • Podcasts • Webinars • Downloadables @StevenShattuck
  15. 15. What nonprofits are doing » http://www.socialmediatoday.com/content/content-­‐marketing-­‐adoption-­‐among-­‐nonprofits-­‐infographic @StevenShattuck
  16. 16. Content formats » • Blog posts • Videos • Infographics • Podcasts • Webinars • Downloadables @StevenShattuck
  17. 17. Without content » @StevenShattuck
  18. 18. Without content » Billboard Press release Radio ad @StevenShattuck
  19. 19. With content » @StevenShattuck
  20. 20. With content » social search social @StevenShattuck search social search social search search
  21. 21. Without content » @StevenShattuck
  22. 22. @StevenShattuck Best practices
  23. 23. Content topics » • Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories? http://www.socialmediatoday.com/content/content-­‐marketing-­‐adoption-­‐among-­‐nonprofits-­‐infographic @StevenShattuck
  24. 24. What are people searching for? » @StevenShattuck
  25. 25. What are people searching for? » @StevenShattuck Solutions to their problems.
  26. 26. What are people searching for? » “My father needs help learning english as a second language” @StevenShattuck Solutions to their problems. “What are some Alzheimer’s warning signs?” “How can I go about adopting a child overseas?” “What are good after school activities for kids with working parents?” “I need nutritional tips for infants.” “My brother needs resume help.” “What’s an ideal household budget?”
  27. 27. The best content » @StevenShattuck • Educates • Solves problems • Answers questions • Inspires • Entertains • Is too good not to share • Is aligned with your mission • Is about and for the donor, not you • Is tailored to a specific audience
  28. 28. @StevenShattuck The three audiences »
  29. 29. @StevenShattuck The three audiences » 1. Non-­‐donors who don’t know you 2. Non-­‐donors who know you 3. Donors
  30. 30. The three audiences » 1. Non-­‐donors who don’t know you (large) 2. Non-­‐donors who know you (medium) 3. Donors (small) @StevenShattuck
  31. 31. @StevenShattuck The donor journey » Prospecting Cultivation Asking non-­‐donors who don’t know you non-­‐donors who know you donors! Stewardship
  32. 32. @StevenShattuck The three audiences » 1. Non-­‐donors who don’t know you 2. Non-­‐donors who know you 3. Donors The three content types » 1. TOFU 2. MOFU 3. BOFU
  33. 33. non-­‐donors who know you @StevenShattuck The donor journey » Prospecting Cultivation Asking Stewardship TOFU » MOFU » BOFU » non-­‐donors who don’t know you donors!
  34. 34. The three types of content » @StevenShattuck Top-­‐of-­‐the-­‐funnel content: • Solves problems, answers questions Middle-­‐of-­‐the-­‐funnel content: • Introduces your organization Bottom-­‐of-­‐the-­‐funnel content: • Facilitates the ask
  35. 35. @StevenShattuck The three types of content » Top-­‐of-­‐the-­‐funnel content: (them) • Solves problems, answers questions Middle-­‐of-­‐the-­‐funnel content: (you) • Introduces your organization Bottom-­‐of-­‐the-­‐funnel content: (you) • Facilitates the ask
  36. 36. Top-­‐of-­‐the-­‐funnel content: (attract) • Solves problems, answers questions Middle-­‐of-­‐the-­‐funnel content: (introduce) • Introduces your organization Bottom-­‐of-­‐the-­‐funnel content: (convert) • Facilitates the ask @StevenShattuck The three types of content »
  37. 37. Don’t flip your funnel! @StevenShattuck
  38. 38. @StevenShattuck Which is more compelling? » 5 Reasons Why You Should Donate to the Alzheimer’s Association vs. 5 Early-­‐Onset Alzheimer’s Warning Signs
  39. 39. @StevenShattuck Ineffective content path » No SEO value! No one wants to share this! Prospecting Cultivation Asking Blog: what your donation can do to help » Page: About us » Form: please donate! » Too Stewardship much BOFU content!
  40. 40. @StevenShattuck Effective content path » Inbound traffic Prospecting Cultivation Asking Stewardship Blog: 5 tips for Alzheimer’s prevention » Page: About us » Form: donate now » Donor communications »
  41. 41. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion 2. A sign-­‐up form completion 3. A contact form completion
  42. 42. Inbound donor path » 5 Early-­‐Onset Alzheimer’s Warning Signs Alzheimer’s disease facts and figures About the Alzheimer’s Association @StevenShattuck How your donation can help
  43. 43. @StevenShattuck Inbound donor path »
  44. 44. @StevenShattuck Inbound donor path »
  45. 45. Content distribution » Top-­‐of-­‐the-­‐funnel content: (get them to your site) • Ideal: 70% of your content @StevenShattuck – You probably don’t have a lot of this Middle-­‐of-­‐the-­‐funnel content: (who you are) • Ideal: 20% of your content – You probably already have some of this Bottom-­‐of-­‐the-­‐funnel content: (why they should give) • Ideal: 10% of your content – You already have this
  46. 46. @StevenShattuck Examples
  47. 47. @StevenShattuck
  48. 48. @StevenShattuck
  49. 49. @StevenShattuck
  50. 50. @StevenShattuck
  51. 51. @StevenShattuck
  52. 52. @StevenShattuck
  53. 53. @StevenShattuck
  54. 54. @StevenShattuck
  55. 55. @StevenShattuck Getting started
  56. 56. Finding content ideas » @StevenShattuck TOFU: • What are people searching for? • What questions are people asking? MOFU • What impact does your org make? BOFU • What impact can a donor make?
  57. 57. Create a topic model » @StevenShattuck
  58. 58. What people are searching for » @StevenShattuck • Quora • Google Keyword Planner • Google Autocomplete
  59. 59. @StevenShattuck
  60. 60. @StevenShattuck
  61. 61. @StevenShattuck
  62. 62. More content ideas » @StevenShattuck • Internal emails – What questions do you answer frequently? • Industry news/updates – Are there recent developments/research you should share? • Surveys – Ask your constituents what would be of value to them – Ask questions and publish the results • Search #hashtags on social media – What are people talking about? • Interviews – Interview a supporter or a topic expert – Publish the Q&A
  63. 63. Who can create content? » @StevenShattuck • Employees • Volunteers • Constituents • Donors • Board Members • Vendors • Outside Experts
  64. 64. Getting others to create content » @StevenShattuck 1. Supply ideas 2. Share best practices 3. Set a schedule 4. Hold them accountable
  65. 65. Blog post checklist » @StevenShattuck ✓ Compelling title ✓ 350-­‐700 words • Intro paragraph • 3-­‐5 points • Closing paragraph ✓ Photo ✓ Call-­‐to-­‐action ✓ Social sharing buttons ✓ Author bio https://bloomerang.co/blog/infographic-­‐a-­‐guide-­‐to-­‐nonprofit-­‐blogging/
  66. 66. Repurposing » • Offline content = online content • Webinar recording = video • Transcript from a video = blog posts • Transcript from an interview = blog posts • Google+ Hangout recording = video • Powerpoints = blog posts • Emails = blog posts • FAQs = blog posts @StevenShattuck
  67. 67. Distribution » @StevenShattuck • Social Media • Email http://www.searchmetrics.com/en/knowledge-­‐base/ranking-­‐factors-­‐us-­‐2013/
  68. 68. Wrapping up » @StevenShattuck • Focus on TOFU content • Become a resource • Don’t flip your funnel • Include strong calls-­‐to-­‐action • You don’t have to do it alone • Have fun!
  69. 69. Further reading » https://bloomerang.co/blog/21-­‐ideas-­‐for-­‐your-­‐nonprofit-­‐blog https://bloomerang.co/blog/3-­‐reasons-­‐why-­‐nonprofits-­‐should-­‐excel-­‐at-­‐content-­‐marketing https://bloomerang.co/blog/its-­‐time-­‐for-­‐nonprofits-­‐to-­‐become-­‐expert-­‐publishers https://bloomerang.co/blog/the-­‐1-­‐content-­‐marketing-­‐mistake-­‐nonprofits-­‐make @StevenShattuck
  70. 70. Free educational resources » •Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-­‐Up •Bloomerang TV https://bloomerang.co/resources/ @StevenShattuck
  71. 71. Questions? steven.shattuck@bloomerang.co @StevenShattuck Slides: http://bit.ly/npocontent @StevenShattuck

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