The document discusses content marketing for nonprofits. It introduces the book "Content Marketing for Nonprofits" which uses a backpacking metaphor to explain the content marketing process. The book is divided into five sections that cover finding a new path with content marketing, redefining marketing relationships, preparing a content marketing plan, implementing the content strategy, and understanding various communication channels. It also advertises free worksheets and opportunities to join a book club or e-clinics related to the book's topics.
5. Content Marketing . . .
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you desperately
want them to read.
12. I. FINDING A NEW PATH:
The Power of Content
Marketing
• The case for making the shift
• Understanding how it’s
different
• Setting goals and measuring
progress
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13. 1
You understand your
donors’ inner angels.
2
You create
communications that
are relevant
to their lives.
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14. 3
You create
opportunities for people
to connect and engage.
4
You become a
favorite organization.
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15. 5
6
People say
Yes! when
you ask them.
You get what
you need to achieve
your mission!
Win!
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16. • What supporters, participants, and influencers want from
you
• The voice and style you want to be known for
• How to staff your content strategy
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II. WHO WILL GO WITH YOU:
Redefining Your Marketing Relationships
17. “Our biggest group on Facebook
is the artist community and
they tend to respond to the artin-process posts. When we post
pictures, people will respond
saying they know the artist, or
will ask technical questions
about the pieces.”
Rachel Hicks, Director of Programs and
Communications, Archie Bray Foundation
for the Ceramic Arts
Quote Source: Content Marketing for Nonprofits
18. “Social media gave the HSUS
an opportunity to humanize
a brand that is considered by
many to be “old school.”
We’ve tried to create a
persona of being responsive
and fun, but caring about the
core issues too.”
Carie Lewis Carlson, Deputy Director,
Online Communications, HSUS
Quote Source: Content Marketing for Nonprofits
19. “I tend to post links to helpful
information like home repair
and maintenance tips and
budgeting ideas. I try to link
the advice to current events.
Rainy day? I’ll post about why
it’s important to have clean
gutters.”
Amanda Welliver, Communications
Coordinator, Community Neighborhood
Housing Services
Quote Source: Content Marketing for Nonprofits
20. III. ENVISION THE
JOURNEY: Preparing Your
Content Marketing Plan
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• Sketching out your big picture
communications timeline
• Deciding on your core topics
• Designing your editorial
calendar
• Repurposing your original
content
• Merging in what you can’t plan
27. IV. SET OUT ON YOUR
TREK: Implementing Your
Content Marketing
Strategy
• Creating relevant content for
here and now
• Reliable content that always
works
• Curating content created by
others
• Using metaphors and humor
• Using tech to implement your
strategy
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28.
29. V. THE RIGHT PROVISIONS
FOR THE JOURNEY: What
You Need to Know about
the Channels You Choose
Websites
Blogs
Email
Print newsletters
Facebook
Twitter
Google+
Video
Images
Pinterest
Mobile devices
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30. Coming Next . . .
• Workbook
• Book Club
• E-Clinics