Content marketing lessons for - and from - Canadian nonprofits
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Slides from my presentation at the #MarketersUnbound Meetup in Toronto on June 3, 2014. During the presentation, I shared insights and lessons from the Nonprofit Content Markting: 2014 Benchmarks, Budgets and Trends report from the Content Marketing Institute and Blackbaud, insights from participants of #NPMC chat and content marketing examples from Canadian Nonprofits.
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Content marketing lessons for - and from - Canadian nonprofits
- 1. Content marketing lessons for – and from – Canadian nonprofits #MarketersUnbound Meetup June 3, 2014 Marlene Oliveira @mo_flow
- 2. About me Marlene Oliveira • Copywriter and communications consultant to nonprofits, moflow • Founder, Nonprofit MarCommunity • #NPMC chat • Creator, Write Better Nonprofit Websites
- 5. Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends Content Marketing Institute and Blackbaud
- 6. 92% of nonprofits are using content marketing " 69% have someone overseeing content marketing strategy " 79% cite fundraising as the top goal for content marketing " 91% use Facebook to distribute content more than any other social media platform Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 7. Content volume " 65% of nonprofits are producing more content vs a year ago Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 8. Tactic usage " Nonprofit professionals use an average of 11 content marketing tactics. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 9. Tactic Usage " In person events (88%) " Social media - other than blogs (86%) " Articles on their website (85%) " E-newsletters (84%) " Videos (71%) " Annual reports (68%) Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 10. Tactic Usage " Print newsletters (56%) " Articles on other websites (51%) " Blogs (47%) " Print magazines (33%) " Infographics (31%) Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 11. Effectiveness " Videos (80% vs. 60%) " Articles on other websites (59% vs. 38%) " Blogs (58% vs. 38%) " Infographics (43% vs. 18%) " Online presentations (43% vs. 19%). Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 12. VIDEO
- 13. Plan Canada
- 15. Maple Ridge Arts Centre and Theatre
- 16. BLOGS
- 18. INFOGRAPHICS
- 19. Imagine Canada
- 21. Techsoup Canada
- 22. Other tactics " Photography " Newsletters " Storytelling " Podcasts Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 23. PHOTOGRAPHY
- 24. Girl Guides of Canada
- 25. Girl Guides of Canada
- 26. NEWSLETTERS
- 27. Heart and Stroke Foundation of Canada
- 28. PODCASTS
- 30. STORYTELLING
- 31. Furniture Bank
- 32. From #NPMC chat
- 33. Content marketing challenges " Lack of time " Lack of budget " Lack of integration across marketing " Lack of knowledge/training " Producing the kind of content that engages " Lack of buy-in/vision from higher up inside organization " Inability to measure content effectiveness Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 34. Future of content marketing " On average, 20% of nonprofit marketing budgets are allocated to content marketing " 38% of nonprofit professionals plan to increase their content marketing budgets over the next 12 months Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 35. DOCUMENT THE STRATEGY The most effective nonprofit marketers have a documented content strategy. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 36. MANAGE THE STRATEGY Nonprofits that are the most effective at content marketing have someone in place to direct the initiative. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 37. INVEST IN TRAINING Nonprofits that invest time and money into training and accumulating know-how are the most effective content marketers. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 38. USE MULTIPLE TACTICS The most effective nonprofit content marketers use more tactics than their peers, 13 on average. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 39. INCREASE CONTENT BUDGETS Nonprofit marketers with a documented content strategy are more likely than those without one to increase content budgets. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 40. PUMP UP THE VOLUME The most effective nonprofit marketers increased the amount of content they produced over the last 12 months. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 41. GET SOCIAL The most effective nonprofit marketers have far more confidence with all social media platforms, especially Facebook. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 42. DON’T GO IT ALONE Effective nonprofit marketers outsource some aspects of content creation to professionals. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 43. TAILOR THE CONTENT The most effective nonprofit marketers tailor content more often, in more categories, than their least effective peers. Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
- 44. #NPMC chat " Last Thursday of each month " 1:00 pm ET " April archives: content marketing strategy " May archives: keep up with production June: establishing goals/measuring success nonprofitmarcommunity.com/npmc-chat