Putting your audience at the heart of your content strategy. Content marketing conference, 16 April 2015

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Daniel Dodd, director of communications and content, National Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

Government & Nonprofit

Agricultural
Revolution
Industrial
Revolution
Digital
Revolution

‘Traditional marketing
is broken…’
- Richard Edelman

We can sort out the hardware
But what about the software?

Seven principles of good content
• C is for cause. Does your content start with cause, deepening the
relationship between people and places - is it inspired by spirit of
place?
• O is for our audiences. Who is the content for and is your story
relevant to them?
• N is for natural. Is it personal, warm and authentic? Does it reveal
the passion and knowledge of our people?
• T is for tales. Is it a clear and engaging story? Does it move, teach,
inspire, inform, delight or surprise?
• E is for enthuse. Does your story have a purpose? What do you
want people to think, feel, do, what is the call to action?
• N is for next. What next? Can people do something with it… is it
shareable or participative?
• T is for target. Is it right for the channel and can people find it
through cross-promotion, search, tagging, aggregation?

Rigour
• The right content…
– A strategic marketing plan
– An in-year marcomms plan
• For the right people,
– Recognising audience need
• in the right place at the right time
– Lifestyle sensitive communications

Loads still to do
• Training
• Systems
• Processes - linking the matrix
• Evaluation – I think I know what good content
looks like but how can I tell what the audience
is thinking?

It’s a journey…
and we’re not there yet.

Content marketing:
planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
Sponsored by

Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk

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