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Content marketing for nonprofits


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10 Top tips to increase your influence by applying content marketing, plus a case study of one of UK's top charities.

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Content marketing for nonprofits

  1. 1. Photo by geezaweezer - Creative Commons Attribution License Created with Haiku Deck
  2. 2. Tip 1: Content marketing is a conversation between friends DO NOT try to “sell” DO NOT try to convince DO listen DO engage
  3. 3. Tip 2: Place content at the centre of your strategy Email Content PR Paid Offline Social SEO Four steps for a successful content marke8ng strategy • Create own content, curate content. Examples: white papers, webinars, presenta3ons, infographics • Distribute content across social (FB, YouTube, etc.) and amplify (TwiFer) • Use content to drive inbound traffic and improve SEO • THEN, iniJate PR, Email campaigns, Offline and Paid Media. See also: hFp://­‐the-­‐new-­‐marketeer
  4. 4. Tip 3: Influence your space to get ZMOT “Zero Moment of Truth” (ZMOT) is when people hear good things about you from their peers. To achieve that: • Get social • Be a thought leader • Have conversaJons on line • Use LinkedIn Groups • Retweet and favourite • Share your knowledge and experience
  5. 5. Tip 4: Apply 4E Model Think of your content in four dimensions: Educate: inform your audience about your space Engage: have a conversaJon with those who are really interested Excite: deliver a soluJon your audience wants or needs, and moJvate them to act Evangelise: maintain relaJons, idenJfy your evangelists and support them
  6. 6. Tip 5: Align your Marketing and Sales Leads Digital channels: Own (NewsleFer, FB, LinkedIn, TwiFer, Blog) & Other (e.g. other bloggers, naJonal media, etc.) + Paid (adverJsing) + other EDUCATE: blogs, videos, newsleFer, infographics, etc. ENGAGE: e-­‐books, webinars etc. EXCITE: Product offers, free trials, etc. EVANGELISE: buying & Sharing MQLs SALs Word-­‐of-­‐Mouth SQLs Your “MarkeJng Qualified Leads (MQLs) are ocen rejected by sales. So here’s what to do: Introduce “Sales Agreed Leads” (SALs) as a step in a validaJon process towards “Sales Qualified Leads” (SQLs) Apply the 4E Model in the MarkeJng & Sales Funnel. Use digital tools to harvest MQLs and validate them as SALs
  7. 7. Tip 6: Increase your ROI by digital integration ROI Ensure your content is shared across all your digital properJes, Jmely and coherently Ensure same keywords across all digital markeJng and communicaJons, to drive SEO A/B Test everything Iterate and conJnuously opJmise your content
  8. 8. Tip 7: Branding is story telling See also:­‐is-­‐the-­‐emoJonal-­‐signature-­‐of-­‐an-­‐idea Your charity’s brand is an emoJon EmoJons are evoked by stories Write the story of your charity Share the story (as it develops)
  9. 9. Tip 8: Give fewer choices to increase conversions
  10. 10. Tip 9: Frame your messages Use the CommunicaJon Triangle to frame your communicaJons: Explain the issue Explain why should your audience care Tell them what to do (“Call to AcJon”)
  11. 11. Tip 10: Empower your volunteers to create content Your people are the greatest asset Empower them to drive your content machine Invite them to become bloggers and digital community leaders Make it easy for them to share your content with their networks
  12. 12. Case Study Who are Helplines Partnership 1. UK’s AssociaJon of helplines 2. RepresenJng 300 members, 50,000 employees and volunteers who respond to 60 million calls per year 3. Revenue streams: trust fund, membership fees, training and consulJng fees What Challenges they faced 1. To increase membership 2. To increase revenues from training and consulJng 3. To expand internaJonally
  13. 13. 1. Social Media AcJvaJon: TwiFer, Flickr, Facebook, LinkedIn, YouTube 2. Training of personnel as community managers and content creators 3. Alignment of feeds across all digital properJes 4. Redesign of website and integraJon to CRM (MS Dynamics) 5. Development of content (blog posts and eBooks) and placing it as central to markeJng communicaJons and strategic communicaJons 6. Share content across social media and refine reach 7. Design and launching of a targeted newsleFer to increase top funnel visits 8. Linked newsleFer to blog and eBooks, to collect MQLs (MarkeJng Qualified Leads) 9. Measure funnel conversions and iterate content to increase conversions 10. Linked content markeJng results (MQLs) with CRM; and markeJng to sales via SALs (sales Agreed Leads) and SQLs (Sales Qualified Leads). Case Study Feline Quanta CommunicaJons designed and executed the following integrated digital strategy
  14. 14. Example: The NewsleLer ObjecJves: 1. To increase traffic at the top end of the funnel 2. To refine reach by measuring responses 3. To collect MQLs Method: Connect newsleFer to blog Connect blog posts to downloadable arJfacts: eBook on Members Survey eBook on Website building Infographic on Members Survey Measure conversion rates for each step Step 1. NewsleFer arrives à Clicks to a blog post Case Study
  15. 15. Step 2. Clicks at the end of the blog post à Arrives at landing page Blog post linking to an ar8fact (an eBook) Case Study
  16. 16. MQL: Capture of personal data in order to download ar8fact Step 3. Gives personal data à Downloads arJfact (the eBook) Case Study
  17. 17. Final Step: Thank you page Case Study
  18. 18. Measuring funnel conversions Step 1: NewsleFer arrives: clicks on blog posts Step 2: Clicks on blog post to landing page for arJfact Step 3: Gives personal data and downloads arJfact MQLs Case Study Two Test NewsleFers produced (September 2014, October 2014) Mail Lists were validated and refined As a result “post to landing page” (Step 2) conversion rates increased by 266% NewsleLer#1 NewsleLer#2 Mail List Reach 6335 2298 ArJfacts 3 2 NewsleFer to Post 3.40% 5.40% Post to Landing Page 26.30% 71% Landing Page to Download 40.90% 33.60% Downloads (MQLs) 47 39
  19. 19. Overall Results of executing digital marketing strategy for Helplines Partnership • Increased SQLs by 80% • Improved page ranking from 1/10 to 5/10 (SEO) • Increased social media engagement by 500% • Op8mised and Refined Reach by 266% The above results were achieved by execu8ng the integrated digital strategy over a 3 month period with Zero ad spend Case Study
  20. 20. @zarkadakis George Zarkadakis, PhD, CEng Digital TransformaJon Consultant. For more informaJon about content markeJng for chariJes, please visit FELINE QUANTA Ltd at: