Content Marketing for Nonprofits
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The growth of the Internet has given rise to a new discipline of online marketing: inbound marketing. Businesses and organizations who have mastered inbound marketing through content publishing are reaping vast dividends in the form of website traffic and conversions. For nonprofits, there is a huge opportunity to reach and engage donors through compelling content that tells the story of your mission. This session will provide an overview of inbound marketing, how content publishing drives SEO and social media buzz, and what nonprofits can do today to get started.
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Content Marketing for Nonprofits
- 1. Supercharge Your Fundraising Efforts @StevenShattuck With Content Marketing Steven Shattuck VP, Marketing -‐ Bloomerang
- 2. Your presenter » Steven Shattuck @StevenShattuck VP, Marketing -‐ Bloomerang Contributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business. Speaker: Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, ANN, Let’s Talk Tech, Mixwest, Infinitive Digital Brainfest, Affiliate Summit, Indy Social Media @StevenShattuck
- 3. Agenda » @StevenShattuck • The case for content marketing • Best practices • Examples • How to get started • Q&A
- 5. Top 3 Best Website Visit Outcomes » @StevenShattuck
- 6. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion
- 7. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion 2. A sign-‐up form completion
- 8. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion 2. A sign-‐up form completion 3. A contact form completion
- 10. How do you get website traffic? » @StevenShattuck Outbound Marketing Advertising (Paid Media) + Direct Response/Mail + PR
- 11. How do you get website traffic? » @StevenShattuck Outbound Marketing Advertising (Paid Media) + Direct Response/Mail + PR Inbound Marketing Content Marketing + SEO + Social Media
- 12. How do you get website traffic? » @StevenShattuck Outbound Marketing Advertising (Paid Media) + Direct Response/Mail + PR Inbound Marketing Content Marketing + SEO + Social Media
- 13. Inbound marketing relationship » @StevenShattuck Content Search Social
- 14. Content formats » • Blog posts • Videos • Infographics • Podcasts • Webinars • Downloadables @StevenShattuck
- 15. What nonprofits are doing » http://www.socialmediatoday.com/content/content-‐marketing-‐adoption-‐among-‐nonprofits-‐infographic @StevenShattuck
- 16. Content formats » • Blog posts • Videos • Infographics • Podcasts • Webinars • Downloadables @StevenShattuck
- 17. Without content » @StevenShattuck
- 18. Without content » Billboard Press release Radio ad @StevenShattuck
- 19. With content » @StevenShattuck
- 20. With content » social search social @StevenShattuck search social search social search search
- 21. Without content » @StevenShattuck
- 23. Content topics » • Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories? http://www.socialmediatoday.com/content/content-‐marketing-‐adoption-‐among-‐nonprofits-‐infographic @StevenShattuck
- 24. What are people searching for? » @StevenShattuck
- 25. What are people searching for? » @StevenShattuck Solutions to their problems.
- 26. What are people searching for? » “My father needs help learning english as a second language” @StevenShattuck Solutions to their problems. “What are some Alzheimer’s warning signs?” “How can I go about adopting a child overseas?” “What are good after school activities for kids with working parents?” “I need nutritional tips for infants.” “My brother needs resume help.” “What’s an ideal household budget?”
- 27. The best content » @StevenShattuck • Educates • Solves problems • Answers questions • Inspires • Entertains • Is too good not to share • Is aligned with your mission • Is about and for the donor, not you • Is tailored to a specific audience
- 28. @StevenShattuck The three audiences »
- 29. @StevenShattuck The three audiences » 1. Non-‐donors who don’t know you 2. Non-‐donors who know you 3. Donors
- 30. The three audiences » 1. Non-‐donors who don’t know you (large) 2. Non-‐donors who know you (medium) 3. Donors (small) @StevenShattuck
- 31. @StevenShattuck The donor journey » Prospecting Cultivation Asking non-‐donors who don’t know you non-‐donors who know you donors! Stewardship
- 32. @StevenShattuck The three audiences » 1. Non-‐donors who don’t know you 2. Non-‐donors who know you 3. Donors The three content types » 1. TOFU 2. MOFU 3. BOFU
- 33. non-‐donors who know you @StevenShattuck The donor journey » Prospecting Cultivation Asking Stewardship TOFU » MOFU » BOFU » non-‐donors who don’t know you donors!
- 34. The three types of content » @StevenShattuck Top-‐of-‐the-‐funnel content: • Solves problems, answers questions Middle-‐of-‐the-‐funnel content: • Introduces your organization Bottom-‐of-‐the-‐funnel content: • Facilitates the ask
- 35. @StevenShattuck The three types of content » Top-‐of-‐the-‐funnel content: (them) • Solves problems, answers questions Middle-‐of-‐the-‐funnel content: (you) • Introduces your organization Bottom-‐of-‐the-‐funnel content: (you) • Facilitates the ask
- 36. Top-‐of-‐the-‐funnel content: (attract) • Solves problems, answers questions Middle-‐of-‐the-‐funnel content: (introduce) • Introduces your organization Bottom-‐of-‐the-‐funnel content: (convert) • Facilitates the ask @StevenShattuck The three types of content »
- 37. Don’t flip your funnel! @StevenShattuck
- 38. @StevenShattuck Which is more compelling? » 5 Reasons Why You Should Donate to the Alzheimer’s Association vs. 5 Early-‐Onset Alzheimer’s Warning Signs
- 39. @StevenShattuck Ineffective content path » No SEO value! No one wants to share this! Prospecting Cultivation Asking Blog: what your donation can do to help » Page: About us » Form: please donate! » Too Stewardship much BOFU content!
- 40. @StevenShattuck Effective content path » Inbound traffic Prospecting Cultivation Asking Stewardship Blog: 5 tips for Alzheimer’s prevention » Page: About us » Form: donate now » Donor communications »
- 41. Top 3 Best Website Visit Outcomes » @StevenShattuck 1. A donation form completion 2. A sign-‐up form completion 3. A contact form completion
- 42. Inbound donor path » 5 Early-‐Onset Alzheimer’s Warning Signs Alzheimer’s disease facts and figures About the Alzheimer’s Association @StevenShattuck How your donation can help
- 43. @StevenShattuck Inbound donor path »
- 44. @StevenShattuck Inbound donor path »
- 45. Content distribution » Top-‐of-‐the-‐funnel content: (get them to your site) • Ideal: 70% of your content @StevenShattuck – You probably don’t have a lot of this Middle-‐of-‐the-‐funnel content: (who you are) • Ideal: 20% of your content – You probably already have some of this Bottom-‐of-‐the-‐funnel content: (why they should give) • Ideal: 10% of your content – You already have this
- 47. @StevenShattuck
- 48. @StevenShattuck
- 49. @StevenShattuck
- 50. @StevenShattuck
- 51. @StevenShattuck
- 52. @StevenShattuck
- 53. @StevenShattuck
- 54. @StevenShattuck
- 56. Finding content ideas » @StevenShattuck TOFU: • What are people searching for? • What questions are people asking? MOFU • What impact does your org make? BOFU • What impact can a donor make?
- 57. Create a topic model » @StevenShattuck
- 58. What people are searching for » @StevenShattuck • Quora • Google Keyword Planner • Google Autocomplete
- 59. @StevenShattuck
- 60. @StevenShattuck
- 61. @StevenShattuck
- 62. More content ideas » @StevenShattuck • Internal emails – What questions do you answer frequently? • Industry news/updates – Are there recent developments/research you should share? • Surveys – Ask your constituents what would be of value to them – Ask questions and publish the results • Search #hashtags on social media – What are people talking about? • Interviews – Interview a supporter or a topic expert – Publish the Q&A
- 63. Who can create content? » @StevenShattuck • Employees • Volunteers • Constituents • Donors • Board Members • Vendors • Outside Experts
- 64. Getting others to create content » @StevenShattuck 1. Supply ideas 2. Share best practices 3. Set a schedule 4. Hold them accountable
- 65. Blog post checklist » @StevenShattuck ✓ Compelling title ✓ 350-‐700 words • Intro paragraph • 3-‐5 points • Closing paragraph ✓ Photo ✓ Call-‐to-‐action ✓ Social sharing buttons ✓ Author bio https://bloomerang.co/blog/infographic-‐a-‐guide-‐to-‐nonprofit-‐blogging/
- 66. Repurposing » • Offline content = online content • Webinar recording = video • Transcript from a video = blog posts • Transcript from an interview = blog posts • Google+ Hangout recording = video • Powerpoints = blog posts • Emails = blog posts • FAQs = blog posts @StevenShattuck
- 67. Distribution » @StevenShattuck • Social Media • Email http://www.searchmetrics.com/en/knowledge-‐base/ranking-‐factors-‐us-‐2013/
- 68. Wrapping up » @StevenShattuck • Focus on TOFU content • Become a resource • Don’t flip your funnel • Include strong calls-‐to-‐action • You don’t have to do it alone • Have fun!
- 69. Further reading » https://bloomerang.co/blog/21-‐ideas-‐for-‐your-‐nonprofit-‐blog https://bloomerang.co/blog/3-‐reasons-‐why-‐nonprofits-‐should-‐excel-‐at-‐content-‐marketing https://bloomerang.co/blog/its-‐time-‐for-‐nonprofits-‐to-‐become-‐expert-‐publishers https://bloomerang.co/blog/the-‐1-‐content-‐marketing-‐mistake-‐nonprofits-‐make @StevenShattuck
- 70. Free educational resources » •Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-‐Up •Bloomerang TV https://bloomerang.co/resources/ @StevenShattuck
- 71. Questions? steven.shattuck@bloomerang.co @StevenShattuck Slides: http://bit.ly/npocontent @StevenShattuck