This document discusses content marketing strategies for nonprofits. It defines content marketing as a strategic approach focused on creating and distributing valuable, relevant content to attract and retain an audience and drive action. The document outlines various content marketing tactics including e-newsletters, photos, video, infographics, microsites, reports, events, webinars, podcasts and print newsletters. It emphasizes the importance of clearly defining the target audience and publishing relevant, valuable content on a consistent basis to achieve measurable goals. The document promotes an online course and free training about starting a better nonprofit blog.

1. Choosing Your Nonprofit’s Content
Marketing Mix
Donor Acquisition Boot Camp
#DonorBootCamp
October 7, 2015
Marlene Oliveira
@mo_flow

2. About me
Marlene Oliveira
• Copywriter and communications consultant to
nonprofits, moflow
• Founder, Nonprofit MarCommunity
• #NPMC Twitter chat
• Trainer, facilitator

3. Today
" What is content marketing?
" Content marketing tactics
" Evaluating your content production

4. Poll
Does your organization use
content marketing?

5. What is content marketing?

6. 92% of nonprofits are using
content marketing
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

7. “The creation and distribution of
educational and/or compelling
content in multiple media formats
to attract and/or retain clients/
constituents.”
Source: Nonprofit Content Marketing: 2013 Benchmarks, Budgets and Trends

8. “A strategic marketing approach
focused on creating and distributing
valuable, relevant and consistent
content to attract and retain a clearly
defined audience – and, ultimately, to
drive action.”
Source: Nonprofit Content Marketing: 2015 Benchmarks, Budgets and Trends

9. 61% of nonprofits are using
content marketing
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

10. Content marketing tactics

11. eNEWSLETTERS

12. PHOTOS/VISUAL CONTENT

13. VIDEO

14. INFOGRAPHICS

15. MICROSITES

16. RESEARCH REPORTS

17. IN-PERSON EVENTS

18. WEBINARS

19. PODCASTS

20. PRINT NEWSLETTERS OR MAGAZINES

21. BLOGS

22. Where do you start?

23. A strategic marketing approach
focused on creating and
distributing valuable, relevant and
consistent content to attract and
retain a clearly defined audience –
and, ultimately, to drive action.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

24. Where to start?
" What are you already delivering?
" Shift to attracting
" Measurement
" Document your plan

26. Have you clearly defined
your audience?

27. Blog post >> Marketing persona templates:
10 options for nonprofit communicators
http://moflow.ca/marketing-persona/

28. Is your content relevant
to your audience?

29. Does your content offer
value to your audience?

30. Are you publishing on a
consistent basis?

31. Have you defined a clear,
measurable goal?

32. “Any successful inbound marketing
strategy is based upon content creation
and distribution, via blogging, social
media, downloads and email
marketing in order to generate, nurture
and close leads.”
Source: NTEN, Care2, hjc, 2015 Digital Outlook Report

33. Online course launching soon
Start A Better Nonprofit Blog
" Establishing your purpose, audience, goals
" Coming up with content ideas
" Your blog’s contributors
" Evaluating your capacity
" Creating your editorial calendar
" Blog promotion basics

34. Free mini-training: starts TODAY
Sign up >> http://moflow.ca/blogging-help

35. Thank you!
Marlene Oliveira
@mo_flow
moflow.ca