secrets of content marketing sorcerers · 2015-09-06 · • managing global programs ... examples:...

Secrets of Content Marketing Sorcerers Robert Rosenthal @volmatchrobert Brett Meyer @brett_meyer Kivi Leroux Miller @kivilm Follow along on Twitter: #ntenlearn

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?

Slide 1 Secrets of the Content Marketing Sorcerers

Secrets of the Content Marketing Sorcerers

Aren’t we already doing that?


Most nonprofit comm is like this


When it should be like this

Cat and dog?


Content marketing can work with traditional marketing


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.

Our Audiences

VM SCREEN SOMEWHERE

NP

VOL CORP

The Need How We Help Nonprofits Effective

volunteer engagement

• Online recruitment service

• Enterprise technology solutions

• Education & training

Corporations Successful employee or consumer volunteer programs

• Network of participating nonprofits

• Volunteer opportunities • Enterprise technology

solutions • Education & training • Program development

Individual Volunteers

Meaningful volunteering

• Access to volunteer opportunities

Big Picture Goals

Positioning • The Web’s largest volunteer

network • Not just a database • Unique voice/perspective/

outlook/personality • Pioneering expertise as a

nonprofit social enterprise Reputation • “VolunteerMatch cares about

volunteering” • Mission-first • Solutions-oriented

Awareness • B2B lead generation/sales • Consumer traffic – Membership

growth • Press/policy/academic awareness Influence/Social Change • Conversations that lead audiences

to our theory of change • Inspire nonprofits and

corporations to spend more on volunteer engagement.

Our Evolution

Newsletters (2001)

Research, Case Studies, White Papers (2004)

MySpace, Facebook, Blogs, Twitter, Linkedin, Flickr (2006)

Webinar Series (2009)

Multiple webinar series/ Niche distribution / User Generated Content (2010)

Our Evolution

Web 1.0 Marketing(1998-2006)

Web 2.0 Marketing (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

Channels Today

Individual Volunteers Nonprofits Corporations Webinars Webinars

• Practitioner Series • Insights Series

Webinars • Insights Series

Monthly Email Newsletter Monthly Email Newsletter Monthly Email Newsletter

All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)

Dedicated Blog (EngagingVolunteers.org)

Dedicated Blog (VolunteeringIsCSR.org)


Quarterly Insights Research

Offline Events


Linkedin Subgroup

Offline Events

Technology/ Social Media

Communications

Trends & Research

Incentives/ Recognition

Nonprofit-Corporate Relations

Impact & Measurement

Stories of Success

Volunteering

Theme Strategy

Themework for Multiple Audiences

Nonprofits Corporations • Using VolunteerMatch.org • How to recruit volunteers online • Needs assessment • Designing great volunteer opportunities • Resources for learning more about volunteer

engagement • Seasons of Service • New trends in volunteer engagement • Innovative ways nonprofits are involving

volunteers • Corporate-nonprofit relations • How technology is changing volunteer

engagement • Working with corporate volunteer programs • How to recognize and reward volunteers • Working with donor programs • Engaging Millennial and Boomer volunteers

• The Business Case for employee volunteering • Connecting volunteer programs with

corporate capabilities • Disaster preparation and response • Managing global programs • Corporate-nonprofit relations • Assessment, measurement, reporting • Reputation and branding • Trends in cause marketing • Pro bono program models and trends • Skilled volunteering • Engaging Millennial and Boomer employees • Intrapreneurship • Developing culture of involvement • HR and recruitment trends • Reporting on employee volunteering • Creating and evolving incentive programs • Great stories from effective programs

Nonprofit Programs EngagingVolunteers.org

Nonprofit Programs VolunteerMatch Learning Center learn.volunteermatch.org

Nonprofit Programs

VolunteerMatch Group at LinkedIn

Nonprofit Programs

Nonprofit Insights Series Webinar

Nonprofit Programs

User Generated Content

Corporate Programs VolunteeringIsCSR.org

Corporate Programs

Corporate Resources solutions.volunteermatch.org


Corporate Programs

Best Practice Network Webinars

Corporate Programs

VolunteerMatch Solutions Twitter Feed

Corporate Programs

VolunteerMatch Solutions Subgroup at Linkedin

Distribution Matters

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

Measurable Impact

No Lead Source

Contact us form Best Practice Network Webinars

Conferences

Quarterly Insights Research

Requests for Free Widgets

Outgoing Cold Calls

Requests for Public Use APIs Incoming Cold Calls

Client Referrals

Corporate Lead Records By Source (2012)

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/)

Today: The Daily News Model

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



Monthly Themes

Examples: • Mobile • Tech Leadership • Websites



Audience

Examples: • IT Staff • Nonprofit Leadership • Program Staff



Editorial Calendar


Repurposing Content

• Social Sharing • Newsletter • Print



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/)

The sign-up form


Being Data Informed



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/)

Engagement Scoring and Predictive Analytics




What do you want to be known for?

Bad Answer!

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What they want to hear

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97


What you need to produce ht

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What’s Your Broccoli and

Cheese?


Evergreen Content ht

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Appears mostly on your website


Perennial Content ht

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Appears mostly in your newsletters and blog


Annual Color Content ht

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Appears mostly in social media

Core Topics List for Tabby Cat Rescuers Core Topic Evergreen Perennial Annual Color

Where to adopt a tabby Directory - only updated as needed

Share Facebook updates from our key adoption partners

How to help tabbies

Top Ten Ways to Help Regular features in newsletter and blog

Stories about star volunteers, etc.

What tabbies are available for adoption right now

Weekly newsletter feature Featuring individual tabbies on Facebook and Twitter

The history of tabbies

Single web page – update only as new research becomes available

Trivia questions on tabby history

What’s Your Evergreen, Perennial

and Annual Color Content?

http://ww

w.flickr.com

/photos/-bast-/349497988

secrets of content marketing sorcerers · 2015-09-06 · • managing global programs ... examples:...

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