Content Marketing for Nonprofits & Associations

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Is your association/nonprofit looking to content marketing to tell your story and engage members? This presentation covers some of the challenges and opportunities awaiting you. Presented at Content Marketing World 2012 in Columbus, Ohio.

Content Marketing for
Nonprofits & Associations

Becky Rasmussen
AMR Management Services
@Becky_Rasmussen • #cmworld
#cmworld

Association Professionals
Through the Ages -
http://www.youtube.com/watch?v=
mKSvgmpVJFk

#cmworld

Associations SHOULD be great content marketers …

=

We have a wealth of content
#cmworld

If you took a content inventory, what
would you find?
• 224 magazine issues
• 117 newsletter issues
• 29 conventions
• 33 marketing conferences
• 13 webinars
• 17 videos
• 1,000s of photos
• 55 blog posts
• 1,030 tweets
• 300 Facebook posts

#cmworld

e-books Research
Journals Ebooks

Learning Benchmarking
Centers Books
Blogs
Listservs White papers
Videos

Articles Webinars
Private social Conferences
Websites
networks

Print newsletters
Magazines
Mobile Apps

Podcasts
Infographics
Enewsletters Online
Communities

#cmworld

Associations SHOULD be great content marketers …

We have established relationships
#cmworld

Associations SHOULD be great content marketers …

We have a foundation of

#cmworld

Challenges

• Our wealth of content
• Established relationships
• Foundation of trust

But that’s not all …
#cmworld

Challenges

Association
Membership Model

#cmworld

What does your
association “sell”?

#cmworld

Information

Association

Expert
Knowledge

Members

#cmworld

Challenges
Structure & Resources

• Boards
• Volunteers
• Staff

#cmworld

ASSOCIATION content should:

• Advance your mission
• Address member needs and pain points
• Position the association as a trusted resource
• Target a specific audience
• Provide a call to action
• Tell an engaging story

#cmworld

Advance your mission
To protect and advocate for the farm-grown Christmas Tree industry

#cmworld

Address Member Needs and Pain Points

What can you do for your members that
they can’t do for themselves?

How is the content you provide going to
help them improve their business or
advance their career?

#cmworld

Address Member Needs and Pain Points

#cmworld

Position your association as a trusted resource

#cmworld

Target a specific audience

Bob Steve

• Manages 3,600 acres of trees • Small Choose & Cut farm
• Pacific Northwest • Gulf Coast of Alabama
• Sells to big box stores • Offers tours, Santa, train
• Biggest concern is rising rides
freight costs • Biggest concern is weather
• Gets news online • Prefers print

#cmworld

Provide a call to action

1ST CALL
Purchase additional content, click to learn more, sign up, sign
in, subscribe, connect, engage, vote, contact, share, talk, “like”,
comment, visit website, etc.

2nd CALL
Join association, register for event, contribute/donate, volunteer

Are you aiming for a relationship or a transaction?

#cmworld

Tell an engaging story

Professional Innkeepers
Association -
http://www.youtube.com/watch?v=j
FNilW0_YX0

#cmworld

Tell an engaging story

U.S. Farmers & Ranchers Alliance
http://www.youtube.com/watch?v=a
tX1hiKDiz8&list=UUrvUizfbGpd4a7
6FimIfalA&index=19&feature=plcp

#cmworld

Tell an engaging story
(or help your members tell theirs)

#cmworld

And most importantly …

Focus on what works for your
association and members.
#cmworld

What are your
association content
challenges?

#cmworld

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Content Marketing for Nonprofits & Associations

1. Content Marketing for Nonprofits & Associations Becky Rasmussen AMR Management Services @Becky_Rasmussen • #cmworld #cmworld

2. Association Professionals Through the Ages - http://www.youtube.com/watch?v= mKSvgmpVJFk #cmworld

3. Associations SHOULD be great content marketers … = We have a wealth of content #cmworld

4. If you took a content inventory, what would you find? • 224 magazine issues • 117 newsletter issues • 29 conventions • 33 marketing conferences • 13 webinars • 17 videos • 1,000s of photos • 55 blog posts • 1,030 tweets • 300 Facebook posts #cmworld

5. e-books Research Journals Ebooks Learning Benchmarking Centers Books Blogs Listservs White papers Videos Articles Webinars Private social Conferences Websites networks Print newsletters Magazines Mobile Apps Podcasts Infographics Enewsletters Online Communities #cmworld

6. Associations SHOULD be great content marketers … We have established relationships #cmworld

7. Associations SHOULD be great content marketers … We have a foundation of #cmworld

8. So what holds us back? #cmworld

9. Challenges • Our wealth of content • Established relationships • Foundation of trust But that’s not all … #cmworld

10. Challenges Association Membership Model #cmworld

11. What does your association “sell”? #cmworld

12. Information Association Expert Knowledge Members #cmworld

13. Challenges Structure & Resources • Boards • Volunteers • Staff #cmworld

14. ASSOCIATION content should: • Advance your mission • Address member needs and pain points • Position the association as a trusted resource • Target a specific audience • Provide a call to action • Tell an engaging story #cmworld

15. Advance your mission To protect and advocate for the farm-grown Christmas Tree industry #cmworld

16. Address Member Needs and Pain Points What can you do for your members that they can’t do for themselves? How is the content you provide going to help them improve their business or advance their career? #cmworld

17. Address Member Needs and Pain Points #cmworld

18. Position your association as a trusted resource #cmworld

19. Position your association as a trusted resource #cmworld

20. Target a specific audience Bob Steve • Manages 3,600 acres of trees • Small Choose & Cut farm • Pacific Northwest • Gulf Coast of Alabama • Sells to big box stores • Offers tours, Santa, train • Biggest concern is rising rides freight costs • Biggest concern is weather • Gets news online • Prefers print #cmworld

21. Target a specific audience #cmworld

22. Provide a call to action #cmworld

23. Provide a call to action 1ST CALL Purchase additional content, click to learn more, sign up, sign in, subscribe, connect, engage, vote, contact, share, talk, “like”, comment, visit website, etc. 2nd CALL Join association, register for event, contribute/donate, volunteer Are you aiming for a relationship or a transaction? #cmworld

24. Tell an engaging story Professional Innkeepers Association - http://www.youtube.com/watch?v=j FNilW0_YX0 #cmworld

25. Tell an engaging story U.S. Farmers & Ranchers Alliance http://www.youtube.com/watch?v=a tX1hiKDiz8&list=UUrvUizfbGpd4a7 6FimIfalA&index=19&feature=plcp #cmworld

26. Tell an engaging story (or help your members tell theirs) #cmworld

27. And most importantly … Focus on what works for your association and members. #cmworld

28. What are your association content challenges? #cmworld

Content Marketing for Nonprofits & Associations

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