Painless Content Planning for Nonprofits

Painless Content Planning
for Nonproﬁts

Copyright © 2018 Image in a Box | imageinabox.com | (256) 886-8269
Introduction
2
Michelle Givens
Managing Director, Image in a Box
● Mother and wife
● Marketing Strategist
● Social media advertiser
● Web designer

1. Be strategic, set goals
2. Get help, build a team
3. Be consistent, create a process
4. Find gems, audit existing content
5. Brainstorm, generate topic ideas
6. Organize it, build out your plan
Agenda
3

1
4
BE STRATEGIC, SET GOALS

● When - Before you start content planning
● Why - Measure success of your content marketing
eﬀorts
● What - Short-term and long-term goals
● How - Collect the correct metrics and analyze often
When, Why, What, & How
5

Make your goals SMART
● Speciﬁc - Describe exact numbers, sources, responsible parties, etc.
● Measurable - Explain the exact results you’re expecting and when you are
expecting to see them.
● Attainable - Make sure your goals are challenging but realistic.
● Relevant - Create goals that are relevant to your organization’s growth.
● Timely - Give yourself an adequate amount of time to see results.
Goal-Setting Best Practice
6

● Increase online donations - Increase the monthly donation rate of website
from 2% to 3% by EOY 2018 through new success story documentary series
● Build awareness of cause - Reach 200,000 individuals with Facebook Ads
promoting blog content by EOQ3
● Retain volunteers - Decrease volunteer turnover rate from 50% to 25% by
EOY2020
● Increase event attendance - Increase online event registration driven by
website from 7% to 10% by next event date
Examples
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2
8
GET HELP, BUILD A TEAM

● Team members outside of the marketing team
● Advocates of your cause
● Guests from your industry
● Volunteers
● Professional writing help
● Don’t forget backups
Create a Team with Limited Resources
9

● Set realistic posting schedules
● Provide enough time for authors
● Clearly communicate assignment, responsible
author, and deadlines
● Cycle through authors regularly
Tips to Keep Your Team Happy
10

3
11
BE CONSISTENT, CREATE A
PROCESS

Common steps in a content creation process
● Outlining content
● Writing posts or creating content (videos, eBooks, etc.)
● Editing content
● Publishing on website
● Publishing on social media
Develop Your Content Process
12

● Assign the roles you identiﬁed in your content
process
● Clearly communicate the duties of each role
● Distribute the roles as equally as makes sense
Assign Your Team
13

4
14
FIND GEMS, AUDIT
EXISTING CONTENT

● When to audit your content
○ Before generating content ideas
○ At least annually after that
● Why content audits are important
○ Saves time and money
○ Identiﬁes opportunities
Content Audits: When & Why
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● Record all content assets in an spreadsheet
○ Content title
○ Content format
○ Donor’s journey stage
○ Donor persona
○ Performance
○ Location of asset
Catalog Your Content
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● Plan to post and share all ﬁnished assets
● Identify gaps in your donor’s journey
● Determine what content did best
● Identify content that can be recycled
● Identify content that can be republished
Review Available Content
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5
18
BRAINSTORM, GENERATE
TOPIC IDEAS

● Donor persona issues
● Determine what your website visitors are searching
for
● Review your content audit
● See what other nonproﬁts or direct competitors are
doing
Ideas to Brainstorm on Your Own
19

● Host a meeting to go over any of the previous idea
generation techniques
● Play a word association game
● Conduct a braindump session
Ideas to Brainstorm with a Team
20

6
21
ORGANIZE IT, BUILD OUT
YOUR PLAN

Visualize and Share Your Plan
22

Painless Content Planning for Nonprofits

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