content marketing for nonprofits: who, what, why and how
Post on 17-Oct-2014
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Content Marketing for Nonprofits: Who, What, Why…and How!
Who?You!
What
• Providing valuable information or entertainment
• All forms of media – news, videos, white papers, eBooks, infographics, blog articles, photos, memes, cartoons…you get the idea…
Why
Organic Growth
Opt-In
SEO
Viral
Education
Change Minds / Deepen Buy-In
Motivate to Action
Branding
Provide Value
Lower SAC
Fill a Need>Gifts
Give/Take Relationship
How
Do what the granolas do…
Reduce
Quantity Quality
protectourdefenders.com/help-for-survivors/
Reuse
Website•Donation page to send the V-day cards, with good landing page and follow-through links
Facebook•Posts leading up to V-day, during and after
Twitter•Posts leading up to Feb 14 and then repeated posts throughout the day
Video•While getting V-day traffic, posted video to Facebook and other channels to educate
Recycle: Model 1-Start Big, Go Small
eBook
Webinar
Whitepaper
Graphics
Audio
Book
Blog Article Series
Webinar
Blog Articl
e
Video
Slide Shar
e
Whitepaper
Blog Articles
Graphs and
Charts
Lists
Quotes
Graphics
Infographic
Web Ads
InfographicMini-
Infographics
Poster
Audio Book
Podcasts
Radio
Spots
Blog Articles
Handouts
Cross-posts
Recycle: Model 2-Start Small, Go Big
Whitepapers on donation
emails
• Blog Article donation email best practices
• Blog Article end of year donation emails
• Chart A
Whitepaper on email
deliverability
• Blog Article spam• Blog Article email best
practices• Live Event
Whitepaper on building donor list
• Blog Article on building donor list
• Webinar
Infographic on last year’s fundraising
data
Live EventWebinar
This isn’t a mistake – Reuse Again
Website•Donation page to send the V-day cards, with good landing page and follow-through links
Facebook•Posts leading up to V-day, during and after
Twitter•Posts leading up to Feb 14 and then repeated posts throughout the day
Video•While getting V-day traffic, posted video to Facebook and other channels to educate
The 4th R: Repeat
The Key toHuman Comprehension
is Repetition.Some say it’s 5 times; others 7; for food 15…
but no matter what, it is more than once.
The Key toHuman Comprehension
is Repetition.In more than one form.
The Key toHuman Comprehension
is Repetition.In more than one place.
The Key toHuman Comprehension
is Repetition.Over a period of time.
And, when you get
to the point where
you can’t stand it
anymore…
The Key toHuman Comprehension
is Repetition.Say it one more time for good measure.
Just when you thought it was safe…
There’s one more R:
Recap
Content Marketing for Nonprofits
• Who: You• What: Providing something of value in
exchange for supporter opt-in• Why: SEO, Viral Marketing – lower cost per
supporter acquisition• How: The 4 Rs
Reduce, Reuse, Recycle & Repeat
Need More Help or Ideas?
• LinkedIn Grouphttp://www.linkedin.com/groups/GrowYourBaseorg-Community-4832404
• Christine Schaefer & your friends at Salsacommunity@salsalabs.com@salsalabswww.facebook.com/salsalabs
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