Content Marketing Strategies for Non-Profits


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  • If you are in business, you need to be a marketer. If you are in business in 2009, you need to be a content marketer.
  • Back to 1958
  • We used to do much all of the listening and engaging in person. Now we do it mostly online.
  • Once Your prospective customers have confidence that you are sharing with them vital knowledge intended to solve their problems, they begin to trust You. At first they may trust youonly as a supplier of information. But, as you build on that level of trust and as youmake it easy for them to learn about Your customer centric solutions, you are first in line to become a trusted supplier of products and services.
  • If I were to oversimplify this new mindset it would be with the following mantra, “it’s all about your customers. It’s not all about your company.”
  • “ It means everything! Seriously, we love how people use the products we make to tell the stories of their lives. It is great to work in a category that enables people's self expression. Giving voice to those stories and inspiring others is what it is all about.”
  • All it costs is your time… Blog = on Wordpress is Free Twitter = Free Facebook = Free Linked In = Free
  • A business blog is your best foundation for a comprehensive content marketing—and a social media—strategy. I consider it a fundamental building block without which your online marketing efforts will suffer significantly.
  • Provide a home for visitors responding to your newly effective PR 2.0 strategy
  • Content Marketing Strategies for Non-Profits

    1. 1. Good Morning, Non-Profit Marketers!
    2. 2. For Non-Profits: Is It the Best of Times…or the Worst of Times?
    3. 3. Why Now Could be the Best Time to be a Non-Profit… … But only if you can put content marketing, the web, and social web, to work
    4. 4. What We’ll Dig into This Morning <ul><li>Understand the current state of marketing </li></ul><ul><li>Why content marketing is critical </li></ul><ul><li>How social media fits in the marketing picture </li></ul><ul><li>Case studies of successful implementations </li></ul><ul><li>The B.E.S.T. approach to content marketing </li></ul><ul><li>How I would transform on local non-profit website </li></ul>
    5. 5. A Few Questions for You
    6. 6. 50 Years of Marketing Nothing has changed Everything has changed Learning what still works—and what doesn’t from Don Draper and the Mad Men crew.
    7. 7. Mad Men: PR & Marketing in 1960 Plenty of drinking, smoking, and such But, it was still about storytelling It was still about content It was still about engaging the public
    8. 8. “ It’s not a wheel. It’s a carousel.” &quot;This device isn't a space ship. It's a time machine.&quot;
    9. 9. It wasn’t about the technology. It was about heartfelt customer benefits. Sharing memories easily again and again.
    10. 10. Marketing from 1960 to 2000: Almost Nothing Changed Don Draper and his team would still feel at home 40 years later.
    11. 11. Timeless Marketing Commandments <ul><li>Your job: </li></ul><ul><ul><li>B to B: Make your customers successful </li></ul></ul><ul><ul><li>B to C: Make your customers’ lives better </li></ul></ul><ul><li>1st understand, then be understood </li></ul><ul><li>Listen, really listen to your customers </li></ul><ul><li>Engage your customers in dialogue </li></ul><ul><li>Encourage word of mouth </li></ul>
    12. 12. Marketing from 2000 to 2010: Almost Everything Changed Now you have the 21 st Century version of the Kodak Carousel in the palm of your hand!
    13. 13. How Your Buyers Used to Find Solutions to Their Needs: <ul><li>Talk to company sales reps </li></ul><ul><li>Read trade publication ads and articles </li></ul><ul><li>Read product literature </li></ul><ul><li>Go to trade shows </li></ul><ul><li>Talk to colleagues </li></ul><ul><li>TV, Radio, Print, Outdoor Advertising </li></ul><ul><li>Yellow Pages </li></ul><ul><li>See your business sign </li></ul><ul><li>Read an article about you </li></ul><ul><li>Talk to trusted friends </li></ul>Business 2 Business Business 2 Consumer
    14. 14. Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution How you can put content marketing to work on your website!
    15. 15. It’s Essential to Understand that Today’s Buyers: <ul><li>Want to make up their own minds </li></ul><ul><li>Conduct thorough research before contacting you </li></ul><ul><li>Don’t want to be interrupted </li></ul><ul><li>Don’t want to be sold </li></ul>
    16. 16. Billboard Marketing: One Way Shouting to Buyers Way Too Many Seller Messages Buyers Suffer from Info Overload
    17. 17. Put Away the Old Marketing Megaphone <ul><li>Buyer behavior transformed </li></ul><ul><li>Media upheaval </li></ul><ul><li>The web is the way </li></ul>
    18. 18. “ Your Brand is What Google Says It Is,” -Author, David Meerman Scott
    19. 19. Content Marketing Connects You to Today’s Buyers They will find you online
    20. 20. Content Marketing Key Elements <ul><li>Be customer-centric </li></ul><ul><li>Provide relevant, compelling content </li></ul><ul><li>Respond to new marketing realities </li></ul><ul><li>Think like a publisher </li></ul><ul><li>Prepare to become the new media </li></ul>
    21. 21. Content Marketing: Trust is the Key <ul><li>You become: </li></ul><ul><li>First, a trusted supplier of information </li></ul><ul><li>Then, a trusted supplier of products & services </li></ul>
    22. 22. Content Marketing = Thinking Like a Publisher <ul><li>Who are your customers? </li></ul><ul><li>What are their most pressing concerns, interests, problems? </li></ul><ul><li>Provide relevant & compelling content to address those problems </li></ul><ul><li>Become trusted source of information and potential solutions </li></ul><ul><li>Keep content current & compelling </li></ul><ul><li>Make it easy for them to take action </li></ul>
    23. 23. Content Marketing: You Are the New Media <ul><li>Old media shrinking in size & influence </li></ul><ul><li>It’s all about content </li></ul><ul><li>Blogosphere rules </li></ul><ul><li>Social media accelerating </li></ul><ul><li>Buyers finding own solutions </li></ul><ul><li>Buyers share experiences </li></ul><ul><li>Smart marketers becoming the media </li></ul>
    24. 24. When We Left Kodak in 1960… This is how they enabled customers to make emotional connections. Have they made the content marketing transformation?
    25. 25. What Does Content Marketing Mean to Kodak in 2010? “ It means everything! Seriously, we love how people use the products we make to tell the stories of their lives. Giving voice to those stories and inspiring others is what it is all about.” Tom Hoehn, Director of Brand Communications & Convergence Media.
    26. 26. Kodak in 2010: Compelling Content Carousel <ul><li>Website </li></ul><ul><li>Multiple blogs </li></ul><ul><li>Facebook pages & games </li></ul><ul><li>Twitter </li></ul>
    27. 27. The Key to Success: Deliver Relevant & Compelling Content Online Translate Your In-Depth Customer Understanding into Information that Benefits Your Customers. It’s All About the Customer. It’s Not About Your Company
    28. 28. Content Marketing Empowers The Little Guy to Compete With the Big Guy Adding Social Media to Your Marketing Mix Gives You Even Better Odds
    29. 29. The Best News!! Content Marketing is the Least Expensive PR & Marketing Strategy!
    30. 30. David Lawrence Center: Becoming Really Accessible <ul><li>Trista Meister is only communications person </li></ul><ul><li>Partnered with local web design firm </li></ul><ul><li>Old website was content challenged </li></ul><ul><li>New website is content-rich </li></ul><ul><li>Easy entry for future clients </li></ul><ul><li>Complements fundraising </li></ul>
    31. 31. Old David Lawrence Website
    32. 32. Old David Lawrence Interior Page
    33. 33. New David Lawrence Website
    34. 34. When You Really Need Help
    35. 35. Where Does Social Media Fit In?
    36. 36. What is Social Media? Social media transforms “broadcast media monologues ( one to many ) into social media dialogues ( many to many ). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” --WikiPedia
    37. 37. Social Media are a Vital Component of Sales & Marketing in 2010 <ul><li>114.5 Million US TV households </li></ul><ul><li>220 Million US web users </li></ul><ul><li>120 Million blogs </li></ul><ul><li>75% of US Online adults use social media </li></ul><ul><li>200 Million Facebook users </li></ul><ul><li>10 Million Twitter users </li></ul>
    38. 38. Recession: Forget About It! Forrester 2009-- 95% of Marketers Will Maintain/Increase Social Media $$
    39. 39. What Social Media Tools Have in Common: <ul><li>Web-based </li></ul><ul><li>Available 24/7 </li></ul><ul><li>Provide information about you and your company </li></ul><ul><li>Share your knowledge and expertise </li></ul><ul><li>Offer help to prospects & customers </li></ul><ul><li>Enable 2-way communication </li></ul><ul><li>Create sense of community </li></ul>
    40. 40. Hard Work of Content 1 st . Magic of Social Media 2 nd . “ Social media is where the magic can happen. But consider content as all the upfront work, research and practice that it takes to put the magic show together. Social media is the Abracadabra.” --Joe Pulizzi
    41. 41. Remember: It’s Social Media, Not Social ME -dia Create and contribute value to the conversation
    42. 42. Your Blog Is Your Most Important Social Media Tool Business Blog Facebook Twitter LinkedIn
    43. 43. It Begins with a Blog: &quot;If you want something decent about you in Google you MUST blog. This is NOT optional anymore.&quot; - Robert Scoble (@Scobleizer)
    44. 44. Begin and Build Great Content With a Business Blog It’s still all about relevant and compelling content!
    45. 45. What is a Blog? <ul><li>A website that is organized like a newspaper </li></ul><ul><ul><li>most recent articles first </li></ul></ul><ul><ul><li>Logical categories for browsing </li></ul></ul><ul><li>Easy to manage & free </li></ul><ul><li>More important over time as content accrues </li></ul><ul><li>A shaper of opinion and behavior </li></ul><ul><li>Two-way communications device </li></ul><ul><li>Critical social media component </li></ul>
    46. 46. Keys to Successful Blog <ul><li>Target info needs of well-understood set of ideal buyers </li></ul><ul><li>Frequent, timely updates </li></ul><ul><li>Delivers relevant & compelling content </li></ul><ul><li>Well-structured and categorized </li></ul><ul><li>Open to everyone on the web </li></ul><ul><li>Easily findable via Google, etc. </li></ul>
    47. 47. A Blog and a Website: What do they have in common? <ul><li>Web-based </li></ul><ul><li>Accessible worldwide </li></ul><ul><li>Available 24/7 </li></ul><ul><li>Provide content that solves customer problems </li></ul><ul><li>Provide information about you & your company </li></ul><ul><li>Share your knowledge and expertise </li></ul><ul><li>Offer help to prospects & customers </li></ul><ul><li>Make it easy for prospects to become customers </li></ul>
    48. 48. Blog vs. Website: What’s the Difference? <ul><li>Timely </li></ul><ul><li>Newest first </li></ul><ul><li>Dynamic </li></ul><ul><li>Increasing content </li></ul><ul><li>Great stories </li></ul><ul><li>Personality </li></ul><ul><li>Easy to update </li></ul><ul><li>Timeless </li></ul><ul><li>Hierarchical structure </li></ul><ul><li>Static </li></ul><ul><li>Content constant </li></ul><ul><li>Customer benefits </li></ul><ul><li>Businesslike </li></ul><ul><li>Hard to update </li></ul>Blog Website
    49. 49. What Should Targeted Blog Visitors Expect? <ul><li>We demonstrate that we understand them </li></ul><ul><li>Quick no scrolling access to company info </li></ul><ul><li>Easy to browse for what they want </li></ul><ul><li>Grasp instantly the nature of company </li></ul><ul><li>Multiple ways to find content </li></ul><ul><li>Multiple entry points for content </li></ul><ul><li>Quick view of latest blog post headlines </li></ul><ul><li>Featured specials </li></ul><ul><li>Easy eNewsletter sign up </li></ul><ul><li>Ability to comment and connect </li></ul>
    50. 50. Provide Relevant, Valuable, Helpful, & Timely Content
    51. 51. Your Blog is Your Social Media Connector Business Blog Facebook Twitter LinkedIn
    52. 52. Dean Piccirillo: From Blog to Social Media
    53. 53. How to Put Facebook to Work:
    54. 54. What is FaceBook? <ul><li>A membership-focused resource for networking--personal and professional </li></ul><ul><li>You must get permission to view personal profiles by making ‘friends’ </li></ul><ul><li>You share up-to-the-minute news with your ‘friends’ </li></ul><ul><li>Your business can create its own page </li></ul><ul><li>You can create affinity groups </li></ul><ul><li>You can share great thoughts, links, pictures, events </li></ul><ul><li>You can pull in your blog/twitter posts </li></ul>
    55. 55. Keys to Succeeding with FaceBook: <ul><li>Establish a communications goal to position yourself/company </li></ul><ul><li>Develop plan to integrate other social media—your blog, twitter </li></ul><ul><li>Share what’s relevant, valuable, intriguing, & amusing to your target audience </li></ul><ul><li>Participate in dialogue with others </li></ul>
    56. 56. Photographer Drives Revenue from FaceBook <ul><li>High school senior demographic </li></ul><ul><li>Word of mouse </li></ul><ul><li>Visual power </li></ul><ul><li>Go direct to students </li></ul><ul><li>50+% $$ from FB </li></ul>
    57. 57. Naples Chamber Gets Social with FaceBook <ul><li>Provides quick snapshot of Chamber </li></ul><ul><li>Easy communications </li></ul><ul><li>Highlights events </li></ul><ul><li>Creates invitations </li></ul><ul><li>Shares photos </li></ul><ul><li>Video Podcasts </li></ul>
    58. 58. Simply Cupcakes: 2184 Simply Passionate Fans on Facebook
    59. 59. Gulf Coast Humane Society Dogs, Cats, Kittens, & Puppies, Oh My!
    60. 60. What is Twitter <ul><li>Short-form-140 characters-real-time “Constant Conversation” </li></ul><ul><li>Open to everyone </li></ul><ul><li>Self-aggregating interest groups </li></ul><ul><li>Searchable by topic in real-time </li></ul><ul><li>You can choose people/org.s to follow </li></ul><ul><li>You can motivate people/org.s to follow you </li></ul><ul><li>You can listen to what’s said about you </li></ul>
    61. 61. Keys to Succeeding with Twitter <ul><li>Pick the right brand name </li></ul><ul><li>Define one or more info niches </li></ul><ul><li>Determine your target followers and people to follow </li></ul><ul><li>Share thoughts and info that intrigue, inform or educate followers </li></ul><ul><li>Add value to those you follow </li></ul><ul><li>Salute great stuff from other tweeters </li></ul>
    62. 62. Twitter: Connecting with Kindred Spirits in Real-time
    63. 63. Demonstrate Thought Leadership
    64. 64. My Co-author, Joe Pulizzi, Walking the Social Media Walk
    65. 65. Content Marketing Strategy Improvement Formula: 1 + 1 + 1 = Perfect 10 <ul><li>Integrate: </li></ul><ul><li>Your website </li></ul><ul><li>Your blog </li></ul><ul><li>Your social media </li></ul>The Bottom-Line: Develop and Deploy a Blog-powered Website
    66. 66. Questions So Far?
    67. 67. The B.E.S.T Content Marketing Strategy
    68. 68. Behavioral <ul><li>What action do we want our customers to take? </li></ul><ul><li>What effect must we achieve with them? </li></ul><ul><li>How will we measure their behavior? </li></ul><ul><li>How will we put them on the path to purchase (what exactly is the conversion )? </li></ul><ul><li>To sum up:  How will you measure as a whole and what are the smaller measurements that tell the Return on Objective (ROO) story? </li></ul>
    69. 69. Essential <ul><li>What do our buyers really need to know (not about our products, but about information and tasks relevant to what we have to offer)? </li></ul><ul><li>How does what they need to know align with our unique expertise? </li></ul><ul><li>What will provide the most benefit personally or professionally? </li></ul><ul><li>To sum up:  What's the intersection between your expertise (as it relates to your products) and the informational/entertainment needs of your customers? That's the secret sauce! </li></ul>
    70. 70. Strategic <ul><li>Does this content marketing effort help us achieve our strategic goals? </li></ul><ul><li>Does it integrate with our other strategic initiatives? </li></ul><ul><li>Do we have executive support for this content strategy? </li></ul><ul><li>To sum up:  I've seen too many custom content projects live outside of marketing and the overall strategic goals of the company.  To truly be successful, a content strategy needs to tell your brand story as it relates to your customers. Don't let it live in a vacuum. </li></ul>
    71. 71. Targeted <ul><li>Have we precisely identified the prospects we want to target? </li></ul><ul><li>What are the different customer segments? Why are they different? </li></ul><ul><li>Do we really understand what motivates them? </li></ul><ul><li>Do we understand their professional roles? </li></ul><ul><li>Do we understand how they view the product or service we offer? </li></ul><ul><li>To sum up:  Get a handle on the buyer persona for each of your customer segments. If you don't know them well, how do you know what they need </li></ul>
    72. 72. Bio-Break
    73. 73. Our Project for Today Let’s Help Fun Time Early Childhood Academy with Content Marketing Online
    74. 74. What We’ve Learned: <ul><li>Changed Buyer Behavior has Changed Marketing Forever. </li></ul><ul><li>Think like a publisher to succeed. </li></ul><ul><li>It’s all about your customer, not about your company. </li></ul><ul><li>Content Marketing levels the playing field. </li></ul><ul><li>Content Marketing is Least Expensive Tool. </li></ul><ul><li>Social Media is Critical Content Marketing Component. </li></ul><ul><li>Be there or be very square. </li></ul>
    75. 75. The Fate of Marketers Who Fail To Move to Content Marketing
    76. 76. Now, It is Time to Switch. So Don’t Fight Content Marketing & Social Media Even Don Draper and The Mad Men Would Agree
    77. 77. When You Need Help, Who Ya Gonna Call? <ul><li>Newt Barrett </li></ul><ul><li>Content Marketing Strategies </li></ul><ul><li>239-494-5146 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>We’ll make sure you don’t get slimed!