So you've learned to enchant audiences with your blog, webinars, or videos. You can read the runes of your Salesforce web-to-lead forms. You even have a hidden login to MarketingProfs tattooed under your tunic. But are you ready to become a content marketing sorcerer? Done well, content marketing has the magical power to pull new supporters toward you, change conversations, deliver services to your audiences, and generate lasting brand awareness for your organization. No wonder it's the hot topic in business communications today. In this panel from the 2013 Nonprofit Technologo Conference, nonprofit marketing consultants and practitioners share ideas and approaches with the audience in Minneapolis, Minnesota. Panelists include Kivi Leroux Miller (nonprofitmarketingguide.com), Robert Rosenthal (VolunteerMatch.org), and Brett Meyer, former Communications Director at NTEN. The panel hashtag is #13NTCSsssh. Among other mysterious arts, this session explores how to tame the dragon of to-do despair with the content calendar sword. You learn how to shape-shift your older content to attract and inform audiences again. You also discover the powerful alchemy of social media and content marketing as well as how to enchant your organization to create a culture of content marketing.

1. Secrets of Content
Marketing Sorcerers
#13NTCssssh
Robert Rosenthal @volmatchrobert
Brett Meyer @brett_meyer
Kivi Leroux Miller @kivilm

2. What is
Content
Marketing?
Content marketing for
Content marketing for
nonprofits is creating and
nonprofits is creating and
sharing relevant and
sharing relevant and
valuable content that
valuable content that
attracts, motivates,
attracts, motivates,
engages and inspires your
engages and inspires your
participants, supporters,
participants, supporters,
and influencers to help
and influencers to help
you achieve your mission.
you achieve your mission.
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 2

3. Aren’t we already doing that?
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 3

4. Most nonprofit comm is like this
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 4

5. When it should be like this
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 5

6. Content marketing can work
with traditional marketing
Cat and dog?
Cat and dog?
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 6

7. What We Do
• VolunteerMatch is the Web’s largest volunteer engagement network.
• We make it easier for nonprofits, individuals and companies to make a
difference through volunteering.
• Since 1998 VolunteerMatch has generated $4.5 billion in equivalent value
for the social sector.
Secrets of the Content Marketing Sorcerers Slide 7

8. Our Audiences
The Need How We Help
Nonprofits Effective • Online recruitment
volunteer service
engagement • Enterprise technology
solutions
• Education & training
Corporations Successful • Network of participating
employee or nonprofits
consumer • Volunteer opportunities
volunteer • VM SCREEN
Enterprise technology
programs SOMEWHERE
solutions
• Education & training
• Program development
Individual Meaningful • Access to volunteer
Volunteers volunteering opportunities
Secrets of the Content Marketing Sorcerers Slide 8

9. Big Picture Goals
Secrets of the Content Marketing Sorcerers Slide 9

10. Our Evolution
Secrets of the Content Marketing Sorcerers Slide 10

11. Our Evolution
Web 1.0 Web 2.0 Marketing
Marketing(1998-2006) (2006-today)
Outreach In-reach
Content as Member Benefit Content as Public Benefit
About Us About You
The Site The Network
Commonality Specialty
Broadcast Conversational
List Rentals Opt-in
Advertising, List Trades, PR Multi-channel engagement
Secrets of the Content Marketing Sorcerers Slide 11

12. Channels Today
Individual Volunteers Nonprofits Corporations
Webinars Webinars Webinars
•Practitioner Series •Insights Series
•Insights Series
Monthly Email Newsletter Monthly Email Newsletter Monthly Email Newsletter
All Audience Social Networks Dedicated Blog Dedicated Blog
(Facebook, Linkedin, Twitter, (EngagingVolunteers.org) (VolunteeringIsCSR.org)
Pinterest)
All Audience Social Networks Quarterly Insights Research
(Facebook, Linkedin, Twitter,
Pinterest)
Offline Events All Audience Social Networks
(Facebook, Linkedin, Twitter,
Pinterest)
Linkedin Subgroup
Offline Events
Secrets of the Content Marketing Sorcerers Slide 12

13. Theme Strategy
Volunteering
Secrets of the Content Marketing Sorcerers Slide 13

14. Themework for Multiple Audiences
Nonprofits Corporations
• Using VolunteerMatch.org • The Business Case for employee volunteering
• How to recruit volunteers online • Connecting volunteer programs with
• Needs assessment corporate capabilities
• Designing great volunteer opportunities • Disaster preparation and response
• Resources for learning more about volunteer • Managing global programs
engagement • Corporate-nonprofit relations
• Seasons of Service • Assessment, measurement, reporting
• New trends in volunteer engagement • Reputation and branding
• Innovative ways nonprofits are involving • Trends in cause marketing
volunteers • Pro bono program models and trends
• Corporate-nonprofit relations • Skilled volunteering
• How technology is changing volunteer • Engaging Millennial and Boomer employees
engagement • Intrapreneurship
• Working with corporate volunteer programs • Developing culture of involvement
• How to recognize and reward volunteers • HR and recruitment trends
• Working with donor programs • Reporting on employee volunteering
• Engaging Millennial and Boomer volunteers • Creating and evolving incentive programs
• Great stories from effective programs
Secrets of the Content Marketing Sorcerers Slide 14

15. Nonprofit Programs
EngagingVolunteers.org
Secrets of the Content Marketing Sorcerers Slide 15

16. Nonprofit Programs
VolunteerMatch Learning Center
learn.volunteermatch.org
Secrets of the Content Marketing Sorcerers Slide 16

17. Nonprofit Programs
VolunteerMatch Group at LinkedIn
Secrets of the Content Marketing Sorcerers Slide 17

18. Nonprofit Programs
Nonprofit Insights Series Webinar
Secrets of the Content Marketing Sorcerers Slide 18

19. Nonprofit Programs
User Generated Content
Secrets of the Content Marketing Sorcerers Slide 19

20. Corporate Programs
VolunteeringIsCSR.org
Secrets of the Content Marketing Sorcerers Slide 20

21. Corporate Programs
Corporate Resources
solutions.volunteermatch.org
Secrets of the Content Marketing Sorcerers Slide 21

22. Corporate Programs
Best Practice Network Webinars
Secrets of the Content Marketing Sorcerers Slide 22

23. Corporate Programs
VolunteerMatch Solutions
Twitter Feed
Secrets of the Content Marketing Sorcerers Slide 23

24. Corporate Programs
VolunteerMatch Solutions
Subgroup at Linkedin
Secrets of the Content Marketing Sorcerers Slide 24

25. Distribution Matters
Secrets of the Content Marketing Sorcerers Slide 25

26. Measurable Impact
Top Keywords
• volunteer recognition
• volunteer recruitment strategies
• civically engaged
• volunteer management software
• national volunteer week
• volunteer appreciation
• engaging volunteers
• corporate volunteer programs
• how to motivate volunteers
Secrets of the Content Marketing Sorcerers Slide 26

27. Measurable Impact
Secrets of the Content Marketing Sorcerers Slide 27

28. THANK YOU!
Secrets of the Content Marketing Sorcerers Slide 28

29. History: The Breaking News Model
• New articles published once a month
• 3-5 expert guest authors
• NTEN determined the content
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 29

30. Today: The Daily News Model
• New articles published once a day
• 10-15 expert guest authors
• NTEN determines the theme
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 30

31. Monthly Themes
Examples:
• Mobile
• Tech Leadership
• Websites
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 31

32. Audience
Examples:
• IT Staff
• Nonprofit Leadership
• Program Staff
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 32

33. Editorial Calendar
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 33

34. Repurposing Content
• Social Sharing
• Newsletter
• Print Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4106193567/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 34

35. Gamification
• Authors are encouraged to share with their networks
• Those same networks then share with their own
• Magically expanded reach!
Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 35

36. The sign-up form
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 36

37. Being Data Informed
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 37

38. Basic Analytics
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 38

39. Social Analytics
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 39

40. Dynamic Content
• Authors are encouraged to share with their networks
• Those same networks then share with their own
• Magically expanded reach!
Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 40

41. Predictive Analytics
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4252110454/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 41

42. What do you want
to be known for?
http://www.flickr.com/photos/pkz/6222862929/
Bad Answer!
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 42

43. What you want to say
http://www.flickr.com/photos/chefranden/741135828
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 43

44. What they want to hear
http://www.flickr.com/photos/nate/412768397
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 44

45. What you need to produce
http://www.flickr.com/photos/habesha/399355643
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 45

46. What’s Your
Broccoli and
Cheese?

47. Evergreen Content
http://www.flickr.com/photos/ell-r-brown/4209193833/
Appears mostly
on your website
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 47

48. Perennial Content
http://www.flickr.com/photos/puliarfanita/4680865167
Appears mostly in
your newsletters
and blog
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 48

49. Annual Color Content
http://www.flickr.com/photos/calliope/172311121/
Appears mostly in
social media
Secrets of the Content Marketing Sorcerers: #13NTCssssh Slide 49

50. Core Topics List for Tabby Cat Rescuers
Core Topic Evergreen Perennial Annual Color
Where to adopt a tabby Directory - only updated Share Facebook updates
as needed from our key adoption
partners
How to help tabbies Top Ten Ways to Help Regular features in Stories about star
newsletter and blog volunteers, etc.
What tabbies are Weekly newsletter feature Featuring individual
available for adoption tabbies on Facebook and
right now Twitter
The history of tabbies Single web page – update Trivia questions on tabby
only as new research history
becomes available

51. What’s Your
Evergreen, Perennial
and Annual Color
Content?

52. http://www.flickr.com/photos/-bast-/349497988

53. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
or Online using #13NTCssssh at www.nten.org/ntc/eval