The document discusses a 'story first' approach to content strategy for non-profits, emphasizing the importance of narratives over specific channels. It outlines methods for creating engaging content that aligns with organizational goals and identifies target audiences. Key takeaways include leading with stories, clarifying content creation objectives, and organizing content by audience and themes.

1. Content Strategy: Taking a
“Story First” Approach
October 2, 2014
#LEARNwithPOSSIBLE
@POSSIBLE

2. Today’s Presenter:
ANDREW GRINAKER
@206ANDREW

3. My Non-Profit Experience

4. STORY FIRST APPROACH
NON-PROFIT EXAMPLES
HOW DO YOU DO THIS?
THE GOOD STUFF

5. STORY FIRST APPROACH

6. THE APPROACH IS QUITE
SIMPLE. WE BELIEVE THAT
THE STORY COMES FIRST.
BEFORE THE CHANNEL.

7. WE DON’T FOCUS ON A
FACEBOOK CONTENT STRATEGY
OR A WEBSITE CONTENT
STRATEGY. WE WANT TO FOCUS
FIRST ON THE STORIES WE WANT
TO TELL.

8. THESE STORIES SHOULD BE
NARRATIVES MEANT TO
ENTERTAIN, CAPTURE INTEREST
AND MOST IMPORTANTLY EVOKE
AN ACTION.

9. EQUALLY AS IMPORTANT
THESE STORIES ARE NOT
SINGLE MESSAGES OR
ADVERTISEMENTS. THEY
ARE A SERIES OF MESSAGES
CONNECTED TO SOMETHING
LARGER.

10. THESE STORIES REPRESENT
WHAT THE BRAND OR
ORGANIZATION BELIEVES IN
AND WANTS THEIR
AUDIENCE TO ENGAGE WITH
AND FEEL A PART OF.

11. THESE BRAND STORIES
SHOULD DRIVE THE
PRIORITIES FOR ALL CONTENT
PRODUCED, PUBLISHED AND
PROMOTED.

12. WITH THIS ALIGNMENT, A
BRAND OR ORGANIZATION IS
BETTER POSITIONED TO
ENSURE CONSISTENT
MESSAGING AND APPROACH
WITH EVERY CHANNEL AND
EVERY TARGETED AUDIENCE
TYPE.

13. LET’S START WITH HOW WE
HAVE TRADITIONALLY
THOUGHT ABOUT CONTENT
THROUGH THE LENS OF THE
PUBLISHING CHANNEL.

14. CHANNEL FIRST APPROACH
CHANNEL FIRST
• Theme #1 content
• Theme #2 content
• Theme #3 content
• Theme #2 content
• Theme #3 content
• Theme #4 content
• Theme #1 content
• Theme #3 content
• Theme #4 content
• Theme #1 content
• Theme #2 content
• Theme #4 content
Facebook Twitter
LinkedIn Tumblr

15. NOW ADJUSTING THAT
THINKING TO CREATE A
CONTENT STRATEGY WITH A
“STORY FIRST” APPROACH AND
MENTALITY.

16. STORY FIRST APPROACH
STORY FIRST
• .COM blog articles
• Social posts
• Forum
content/response
• Banner ads
• Long form content
type
• Twitter posts
• YouTube videos
• “How To” Content
on .COM
• Social posts
• FB posts
• .COM blog articles
• Promoted Twitter
posts
Theme
#1
Theme
#2
Theme
#4
Theme
#3

17. Non-Profit Examples

30. I am worried about the state of branded content
Cool examples, but what about me?

31. Why/What/How

32. 3
Why Should
I Create
Content
What Content
Should I
Create?
How Can I
Create
This
Content?

33. Why Should I Create Content?

34. Why Should I
Create Content

35. Evaluate All Goals
All marketing/sales goals should be reviewed
as potential drivers for producing content.
Align Goals to Specific Audiences
Once the goals have been defined, determine
what audiences will be serviced with these goals
and the content produced for them.
Why Should I
Create Content
Identify and Define Goals
Select the goals that are most realistic to
achieve and further define what role you expect
content to play.

36. What Content Should I Create?

37. What Content
Should I
Create?

38. Topics (Stories)
Based on your audience and
goals, what topics or stories
should you be producing
content for?
Content Type
To tell your stories
effectively, what content
types do you need to
create? Article, video,
infographic, etc?
Audience
Determine who your
audience is. Donors,
volunteers, etc.
Goal Alignment
What are the goals you are
trying to achieve with the
content? The Why Section.
What Content
Should I
Create?

39. Content Themes
• Donor Management
• Success Stories
• Facts/101/Q&A
Content Type
• Blog/Article Format
• White Papers
• Video
• Social Content
Audience
• Members
• Donors
• Board
• Volunteers
Communication Goals
• Acquire new donors
• Increase volunteers
• Increase awareness &
reach of organization
• Engaging the community
What Content
Should I
Create?

40. Content Type
• Video
Audience
• Donors
Content Themes
• Success Stories
Communication
Goals
• Receive more
donations What Content
Should I
Create?

41. What Content
Should I
Create?

42. How Should I Create This Content?

43. 3
How Can I
Create This
Content?

44. Evaluate Resources
What content can your organization create?
What do you need to outsource? Be as
realistic as possible.
3
How Can I
Create This
Content?
Channel & Goal Prioritization
Determine what channels (website,
Facebook, etc.) and what goals are the
most important to develop content for.

45. Planning Ahead
Based off the “What to Create” Planning
stage and the resources available, build out
a working editorial calendar with target
dates.
Measure + Optimize
Before publishing content, make sure you have
a measurement and optimization plan in place
to properly evaluate success.
3
How Can I
Create This
Content?

46. The Good Stuff

47. 1) Find ways to break bigger stories into a number of smaller assets to build out
your editorial calendar.
2) Create a visual account of an event for your organization by using a service like
Storify.
3) Don’t be afraid to share content more than once. Your audience consumes
content at different times.
TOP 10
“STORY
FIRST” TIPS

48. 4) You can duplicate and share stories, themes and even the same photo
or video on different channels, but don’t copy/paste the text.
5) Stay up-to-date on the latest technical enhancements for the
publishing platforms. (Images, markup, etc.)
6) Explore different types of articles to build. How-To, Lists, Advice,
FAQs, First-Person, etc.
TOP 10
“STORY
FIRST” TIPS

49. 7) Leverage internal employees or board members as the subject of your
“Story.”
8) Always be looking to Steal Borrow ideas from other Non-Profits. Don’t limit
yourself.
9) Implement an RSS feed like Feedly or Pulse to locate and curate content OR
Monitor Industry Trends with a service like Topsy or Technorati.
10) Review through old marketing folders/files to locate pieces of content that
could be updated and published.
TOP 10
“STORY
FIRST” TIPS

50. INDUSTRY TOOLS - FREE
Content Management
 Trello, EditFlow (wordpress plugin), Google Calendar
Content Distribution
 HootSuite, HubSpot, Buffer
Analytics + Measurement
 Google Analytics, Native Analytics (FB, TW, etc.), Simply Measured
(limited)

51. INDUSTRY TOOLS - $$
Analytics
 Simply Measured, Moz
Content Management
 CoSchedule (WordPress), Opal Moments, Percolate
Content Production
 Skyword, SJR Group, Zooppa
Paid Distribution
 Sharethrough, Outbrain, Taboola

52. RESOURCES
Content Audit Tutorials/Templates
http://moz.com/blog/content-audit-tutorial
http://uxmastery.com/how-to-conduct-a-content-audit/
https://www.distilled.net/blog/seo/how-to-perform-a-content-audit/
Editorial Calendar Templates
https://econsultancy.com/blog/64587-eight-free-content-calendar-templates-to-help-plan-your-
output#i.rfprerqyldnj11
Definitions and Terms
http://www.thelanguageofcontentstrategy.com/
Additional Production Examples
http://www.socialbrite.org/2011/04/21/8-great-examples-of-nonprofit-storytelling/
Need something else? Check these two place.
http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
http://www.nonprofitmarketingguide.com

53. RESOURCES

54. KEY TAKEAWAYS
1) Lead with the Story, not with the Channel.
2) Identify why you are creating content and agree on goals before you start producing.
3) Organize your content by Audience, Goal, Theme and Content Type. If this doesn’t work, choose
something to structure your content!
4) Find free (or paid) tools and resources to help the gaps of your strategy and execution.

55. Thank You.