This document discusses strategies for developing effective content for non-profits. It emphasizes the importance of planning by defining the core message, engagement style, editorial calendar and target audience. The content creation process involves authoring content that utilizes headlines and stories to engage readers and includes calls to action. Finally, the document stresses promoting content through multiple online channels like blogs, social media and videos in order to maximize engagement.

1. Planning and Executing a Successful Drupal Implementation
[MM.DD..YY] [PRESENTER]
CONTENT STRATEGY FOR NON-PROFITS
Tonya Cauduro
tonyad@getlevelten.com
Twitter: @levelten
#ROWDFW
www.leveltendesign.com #ROWDFW @levelten

2. content strategy
What kind of content?
When?
Why?
For whom?
Where?
How often?
About what?
Will it be shared?

3. process
Planning Create Promote
• Results • Authoring • SEO
• Audience • Optimizing • Social
• Topics • Publishing media

4. Planning: results
Define your core message
What is your engagement style?
Informative
Instructional
Entertaining
Combination of all three?
Editorial Calendar
Keyword Analysis

5. Planning: results - core message
 Our company’s business objectives are…
 We differentiate ourselves by…
 We hope to solve…
 People know us for…
 Your donations help…
 Volunteering with us serves…
 … don’t stray from the core message!

6. Planning: results – engagement style
Informative
Instructional
Educational
Inspirational
Humorous
Entertaining

7. Planning: results - editorial calendar
 Dates
 Events
 Holidays
 Promotions
 Conferences
 Legislation
 Milestones search
 Channel
 Audience
engines

8. Planning: results – keyword analysis
Brainstorming
• Any ideas around your cause and how to search for it
Google Analytics
• Look at how your site is being searched currently
Keyword Tools
• http://www.googlekeywordtool.com/

9. Planning: audience
Who is your audience How to find them
Philanthropists/ Surveys
Advocates
Volunteers Focus groups
Contributors Daily interaction
(current/ (In person/
potential) On the web)
Remember: You are not your target audience, in most cases.
What does your market want to hear vs. what you want to
say.

10. Planning: audience – how to reach them
Tips for Content Strategy:
SEO RSS
Website Social shares
What kind of content? blog
When?
Newsletters Email
Micro-Blog
Marketing
Why?
For whom?
Content Twitter
Where?
How often?
Podcasts
Video/Audio
Social Facebook
Networking
About what?
YouTube
LinkedIn
Will Vimeo shared? Photo
it be Pinterest
#ROWDFW
Instagram Flickr

11. Planning: topics
This is how what we do Here’s the story of what we
affects you do
Topics Cycle
Here are the results of your
Send money giving
Volunteer
Help us

12. Planning: topics
Listen
Get involved
Inspiring stories of how you helped
Volunteer stories
Clear definable goals
More conversations, less announcements
Unobtrusive calls to action
Short deadline for sense of urgency

13. Create: author and optimize
“ On average, 8 out of 10 people will read
headline copy, but only 2 out of 10 will read the
”
rest. This is the secret to the power of your
search
title, and why it so highly determines the
effectiveness of the entire piece.
engines
Brian Clark
Copyblogger.com

14. Create: author and optimize
Write a good headlines so they’ll keep reading
Use your keyword analysis results to target niche
phrases
Announce news
State a benefit
Pose a question
Honest testimonial
Tell a good story with imagery and emotion
Integrate multi-media
Be honest and respectful
Call to action (include incentives)

15. Remember this?
Tips for Content Strategy:
SEO RSS
Website Social shares
What kind of content? blog
When?
Newsletters Email
Micro-Blog
Marketing
Why?
For whom?
Content Twitter
Where?
How often?
Podcasts
Video/Audio
Social Facebook
Networking
About what?
YouTube
LinkedIn
Will Vimeo shared? Photo
it be Pinterest
#ROWDFW
Instagram Flickr

16. Create: publish… promote
Blog post RSS feed Tweets Facebook
YouTube Newsletter
Pinterest
Video/photo

17. Why engagement content & social media work
“ Produce great stuff and people will come to
you, produce really great stuff and your
”
customers (advocates) will share and
disseminate your message for you.
search
engines
Ann Handley & CC Chapman
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That
Engage Customers and Ignite Your Business