Tips for nonprofits on how to effectively manage the content creation process to market their organizations and build support for their good causes. Excerpted from a live webinar presented on July 23, 2009.
You have many buckets to fill: Newsletters, web content, direct appeal letters, thank you letters, program flyers and brochures, etc.
Now you have blogs, facebook, twitter, youtube, flickr, and potentially hundreds of other sites.
The solution to this madness is to come up with a Content Creation Strategy.
Some people like the symphony analogy. Pieces of content are notes in a symphony. You create them independently, but they all work together to create a beautiful messaging melody. You are the conductor. But I rarely listen to classical music and I don’t play any instruments, so this doesn’t work for me.
This is more my level. I’m a busy mom, with a full-time job, 2 little kids, and a husband who travels a lot during the week. So, we think about meals a week at a time, and even do some extra cooking or meal prep on the weekend so we’ll have those meals ready during the week. In this scenario, you are the mom.
Three steps to a sane, manageable content creation strategy.
This is your publishing schedule, but can also add when you’ll actually do the work, including research, starting conversations, editing, etc. Some people like to sit down and right three blog posts all at once, for example.
May use all of these, but pick the timeline that is practical for you. May use this as a once a month planning tool and not look at it again until next month, or you may use it to determine what you do every single day. The more you use it, the better, because behavioral scientists tell us if you put in writing what you are going to do, and when, and where, you are more likely to do it. But you have to find the system that works for you.
Channel: Have a calendar for your newsletter or your blog. Audience: These are the people we need to reach, here is where, when and with what Program: Which topics you are going to talk about Format: What form the content will take
These are all available to download as word docs, just simple tables. Can edit them, print them out for yourself, upload into Google Docs or Sharepoint, whatever you use. You could do the same thing in excel or any spreadsheet program.
Bookmark webpages Tag photos and other media, as well as documents Use descriptive titles for file names Group documents into folders This can be a hard habit to get into because it does take time upfront, but you save immense amounts of time later, because you can find everything quickly. This is really the equivalent of chopping all your vegetables and cooking the pot of beans on the weekend.
The most important thing is to find a system that you will actually use.
So we have our editorial calendar – we know what content we need to produce. We’ve been tagging and categorizing helpful items as we run across them. Now it’s time to actually create some original content. Make content now, and we are also going to let some bake and see what happens.
Don’t get hung up on the length of your pieces at first, especially if you have some flexibility in which channels you use. Do what you can, and use it where it works. You can always work on it again later.
Most popular formats; also called link bait.
Creating the other 50% of the content
Webinars are $35 each, or you can get our All-Access Pass, which allows you to attend any and all of our live webinars, plus get access to archive which has dozens of recordings, for 12 weeks for $97. I do have a special coupon code for you today that I’m going to send you over the chat now. (Coupon code is the word content) – 25 available or expires on July 31, whichever comes first.
Want to Hear the Recorded
Webinar? These slides come from a one-hour webinar I presented on July 23, 2009. Would you like to watch the recording and download the handouts, templates, etc.? Kivi Leroux Miller EcoScribe Communications and Register for a free membership at Nonprofit Marketing Guide.com www.nonprofitmarketingguide.com to access these files and other free nonprofit marketing downloads.
Putting Social Media into the
Mix “Social media boils down to the marriage of two main concepts — content and conversation. Without content, conversation is mere networking. Without conversation, content is dead. It goes nowhere.” ~ Brett Virmalo Tippingpoint Labs http://blog.tippingpointlabs.com/2009/07/ Flickr: charlietphoto social-media-experts-dont-understand-social-media/
Change the Format • Live
Audio > Recorded Audio > Transcript > Text Everywhere Edit article into a • How-to • List • Opinion • Review Flickr: roger.karlsson
My Favorite Tools • Simultaneous
Social Media Updating & Scheduling (TwitterFeed, Selective Twitter. Also ping.fm, HootSuite, TweetLater) • Transcribing Audio (VerbalInk.com) Flickr: Southern Foodways Alliance
Benefits of This Approach •
Less Frazzled • More Time and Focus on Creating Great Content • Better Message Consistency across Channels You’ll still be on the content creation treadmill, but you’ll be much happier. Flickr: burge5000
Let’s keep in touch! Blog:
NonprofitMarketingGuide.com/blog Twitter: kivilm Facebook.com/nonprofitmarketingguide Contact me at firstname.lastname@example.org to discuss how I can teach this or other nonprofit marketing training to your group, association members, or grantees.