secrets of content marketing sorcerers (may 2013, pdxtech4good.org)

Secrets of Content Marketing Sorcerers #13NTCssssh

Robert Rosenthal @volmatchrobert Brett Meyer @brett_meyer Kivi Leroux Miller @kivilm

Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help you achieve your mission.

What is Content Marketing?

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Aren’t we already doing that?

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Most nonprofit comm is like this

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When it should be like this

Cat and dog?

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Content marketing can work with traditional marketing

History: The Breaking News Model

• New articles published once a month • 3-5 expert guest authors • NTEN determined the content

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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/)

Today: The Daily News Model

• New articles published once a day • 10-15 expert guest authors • NTEN determines the theme

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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/)

Monthly Themes

Examples: • Mobile • Tech Leadership • Websites

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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/)

Audience

Examples: • IT Staff • Nonprofit Leadership • Program Staff

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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/sizes/l/in/set-72157616350171741/)

Gamification

• Authors are encouraged to share with their networks • Those same networks then share with their own • Magically expanded reach!

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Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)

Being Data Informed

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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/)

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What do you want to be known for?

Bad Answer!

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What you want to say

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What they want to hear

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What you need to produce

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