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Making the Most of Your Media Online and Off
The document discusses content marketing, particularly its relevance for nonprofits, emphasizing the creation and sharing of valuable content to engage audiences. It highlights the importance of storytelling and offers strategies for effective content marketing, including using diverse media platforms and involving community members in content creation. Additionally, it provides examples of how charitable gift annuities can benefit both donors and nonprofits, showcasing the financial advantages and storytelling opportunities associated with them.
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Making the Most of Your Media Online and Off
- 1. CONTENT Connected making the mostof YOUR MEDIA online and off
- 2. What is ContentMarketing? • The creation and sharing of media for connecting with prospects, customers and other key target audiences
- 3. http://contentmarketinginstitute.com/20 12/02/history-content-marketing- infographic/ IT’S NOT NEW Before(and since) the Internet, organizations have been using information-based communications to engage potential and current audiences
- 4. CREATING really useful toolsthat are on-message and solve problems WHAT THE CORPORATE SECTOR IS DOING
- 5. SHARING stories to createconnection WHAT THE CORPORATE SECTOR IS DOING
- 6. BUILDING followers by providingdesirable information in exchange for getting connected WHAT THE CORPORATE SECTOR IS DOING
- 7. STEWARDING contacts by offeringinformation just for them WHAT THE CORPORATE SECTOR IS DOING
- 8. STEWARDING contacts by offeringinformation just for them ISN’T THAT EXACTLY WHAT NONPROFITS DO? CREATING really useful tools that are on-message and solve problems SHARING stories to create connection BUILDING followers by providing desirable information in exchange for getting connected
- 9. Non-profits are theeasiest of all to develop a content marketing strategy for. Why? They can tell the best stories. All they have to do is go to their customers and do a short video or tell a story in words or pictures about how that person’s life was affected, as well as a short bit about how the not-for-profit played a role. Joe Pulizzi – Founder, Content Marketing Institute
- 10. Key Factors toContent Marketing • Be a resource • Provide useful information • Offer insight, leadership • Entertain • Attract action
- 11. Guiding Principles • Knowyour core messages and make them your content organizing principle • Use your material in as many platforms as practical • Customize when needed to suit the audience and platform
- 12. What Nonprofits areDoing – Sharing printed pieces online Look at Scribd and Issuu for pdf posting with “page turning” functionality
- 13. What Nonprofits areDoing Writing books and blogs and inviting donors and volunteers to participate
- 14. What Nonprofits areDoing Creating powerful stories through simple images
- 15. What Nonprofits areDoing Sharing stories through video and connecting the message to donation
- 16. EXAMPLE: Sharing Expertise CONTENT: DonorE-News Callout story with link to web content. Recurring links whenever CGAs mentioned CHARITABLE GIFT ANNUITIES: A WIN-WIN Charitable Gift Annuities (CGAs) are a win-win. They offer tax deductions and lifetime income (some of it tax-free) for you, along with the ability to add to your fund as part of your estate planning. For instance, an 82-year-old donor who put $10,000 into a CGA in January 2012 will save $5,243.72 in taxes this year, both for the deductible charitable portion of the gift and through $651.32 in tax-free income. If that donor lives 10 years and the annuity has a 4% average return, he will have saved more than his initial investment in taxes and tax-free income: $10,056.46. He also will be able to contribute $4,502 to charitable purposes upon his death. See our CGA illustration for additional details on this example. Actual benefits vary depending on the age of the donor and the timing of the gift. The current rate of return for a 70-year-old single beneficiary is 5.1%. TPF CGAs by the numbers provides additional data, such as the $110,209.27 value of the quarterly CGA income checks we sent out last year. It allows you to check out some of the organizations that will benefit from CGAs we manage. Read more about how CGAs work on our web site. Contact us to receive a confidential personalized report that will illustrate the amount of your tax deduction and fixed rate of payment.
- 17. Sharing Expertise: CharitableGift Annuities Interest rates make these an attractive alternative for those 70+ Printed mailer then turned into a Facebook graphic, posted on website and included in event flyer
- 18. • Google alerts,Talkwalker • RSS feeds of blogs (Feedly) • Follow organizations/people on Facebook, Twitter, LinkedIn, YouTube • Listservs • Emails, enews • Other regional, news or specialty sites • Review newer and more unusual networks for potential resources Set up and bring content to you Collect, Curate & Create
- 19. • Pinterest –keyword search • Scribd and Issuu – Annual Reports, newsletters and other previously printed documents • Slideshare – PowerPoint, PDF presentations and documents • Flickr, Flickr Commons – “Advanced search” to find images you can use commercially • Google search box suggestions • Google site:URL keyword • Twitter search Explore unexpected sources + formats Collect, Curate & Create
- 20. • Store byDate: Monthly enews (folder); Physical calendar • Helpful Tools: Google Docs, Evernote, Daytimer Organize your way Note what you have used and where Collect, Curate & Create
- 21. Collect, Curate &Create • Store by Date: Monthly enews (folder); Physical calendar • Helpful Tools: Google Docs, Evernote, Daytimer Organize your way
- 22. Collect, Curate &Create • Store by Date: Monthly enews (folder); Physical calendar • Helpful Tools: Google Docs, Evernote, Daytimer Organize your way
- 23. Collect, Curate &Create Posting Tools: • Sprout Social • HootSuite • Buffer • Facebook scheduler • Post as you go Find a manageable distribution plan
- 24. Collect, Curate &Create • “Newsjacking”– Connecting your content to something that is trending in the news to get a bump • Relevance – content that is timely encourages sharing • Humanity – shows you live in the real world, which increases your friendliness factor Allow for Spontaneity
- 25. Collect, Curate &Create • “Newsjacking”– Connecting your content to something that is trending in the news to get a bump • Relevance – content that is timely encourages sharing • Humanity – shows you live in the real world, which increases your friendliness factor Allow for Spontaneity
- 26. Collect, Curate &Create • You know when the holidays are, when internal events are – block those in. • Research unique, fun or unexpected holidays or events and create content for them.
- 27. Collect, Curate &Create Gather Stories + Pictures Constantly! • Deputize every board member and volunteer as “story-collectors” • Make it part of everyone’s role to listen for and solicit stories to share • Keep an eye on your social sites. Follow up on comments that could turn into stories
- 28. Collect, Curate &Create Gather Stories + Pictures Constantly! • Invest in a good organizational camera • Know what settings take print quality images • Assign someone to take pictures at events, site visits, donor visits, everywhere • Make a list of images you want • Ask your community to send you images
- 29. Tools for ImageEditing • PhotoShop • Elements • GIMP (free) • FotoFlexer (Free, Online)
- 30. Tools for Video Mac:iMovie Adobe Premiere Elements (Mac & PC) PC: Microsoft Windows Movie Maker (Free) CyberLink PowerDirector
- 31. Tools for StillImage Video • Animoto, iPhoto, PowerPoint
- 32. Tools for Infographics •infogr.am • easel.ly • Hubspot PowerPoint Toolkit
- 33. Remember what youare actually competing for: search for HEARTS and you will find DOLLARS
- 34. Thank You Content MarketingExample: Sign up for my email list and I will enter your name in a drawing for my new ebook: Turning your Annual Appeal Into an Annual Campaign www.nonprofittoolkit.net
- 35. Thank You Beth S.Brodovsky, President Iris Creative Group, Inc 610-567-2799 Connect at: beth@iriscreative.com www.iriscreative.com www.linkedin.com/in/bethbrodovsky www.twitter.com/bethbrodovsky www.facebook.com/iriscreative http://iriscreative.com/blog/