What can toilet paper, reality shows and nutrition bloggers teach you about content marketing? See what corporations and nonprofits are doing to build content that connects.

1. CONTENT
Connected
making the most of
YOUR MEDIA
online and off

2. What is Content Marketing?
• The creation and sharing
of media for connecting with
prospects, customers and
other key target audiences

3. http://contentmarketinginstitute.com/20
12/02/history-content-marketing-
infographic/
IT’S NOT NEW
Before (and since) the
Internet, organizations
have been using
information-based
communications to
engage potential and
current audiences

4. CREATING really useful
tools that are on-message
and solve problems
WHAT THE
CORPORATE
SECTOR IS
DOING

5. SHARING stories to
create connection
WHAT THE
CORPORATE
SECTOR IS
DOING

6. BUILDING followers by
providing desirable
information in exchange
for getting connected
WHAT THE
CORPORATE
SECTOR IS
DOING

7. STEWARDING contacts
by offering information
just for them
WHAT THE
CORPORATE
SECTOR IS
DOING

8. STEWARDING contacts
by offering information
just for them
ISN’T THAT EXACTLY
WHAT NONPROFITS
DO?
CREATING really useful tools
that are on-message and solve
problems
SHARING stories to
create connection
BUILDING followers by providing
desirable information in exchange
for getting connected

9. Non-profits are the easiest of all to develop a
content marketing strategy for.
Why? They can tell the best stories. All they have
to do is go to their customers and do a short video
or tell a story in words or pictures about how that
person’s life was affected, as well as a short bit
about how the not-for-profit played a role.
Joe Pulizzi
– Founder, Content Marketing Institute

10. Key Factors to Content Marketing
• Be a resource
• Provide useful information
• Offer insight, leadership
• Entertain
• Attract action

11. Guiding Principles
• Know your core messages and make them your
content organizing principle
• Use your material in as many platforms as practical
• Customize when needed to suit the audience and
platform

12. What Nonprofits are Doing
– Sharing printed pieces online
Look at Scribd
and Issuu for
pdf posting
with “page
turning”
functionality

13. What Nonprofits are Doing
Writing books
and blogs and
inviting donors
and volunteers
to participate

14. What Nonprofits are Doing
Creating
powerful stories
through simple
images

15. What Nonprofits are Doing
Sharing stories
through video
and connecting
the message to
donation

16. EXAMPLE:
Sharing Expertise
CONTENT: Donor E-News
Callout story with link
to web content. Recurring
links whenever CGAs
mentioned
CHARITABLE GIFT ANNUITIES: A WIN-WIN
Charitable Gift Annuities (CGAs) are a win-win. They offer tax deductions
and lifetime income (some of it tax-free) for you, along with the ability
to add to your fund as part of your estate planning.
For instance, an 82-year-old donor who put $10,000 into a CGA in
January 2012 will save $5,243.72 in taxes this year, both for the
deductible charitable portion of the gift and through $651.32 in tax-free
income.
If that donor lives 10 years and the annuity has a 4% average return, he
will have saved more than his initial investment in taxes and tax-free
income: $10,056.46. He also will be able to contribute $4,502 to
charitable purposes upon his death.
See our CGA illustration for additional details on this example. Actual
benefits vary depending on the age of the donor and the timing of the
gift. The current rate of return for a 70-year-old single beneficiary is
5.1%.
TPF CGAs by the numbers provides additional data, such as the
$110,209.27 value of the quarterly CGA income checks we sent out last
year. It allows you to check out some of the organizations that will
benefit from CGAs we manage.
Read more about how CGAs work on our web site.
Contact us to receive a confidential personalized report that will
illustrate the amount of your tax deduction and fixed rate of payment.

17. Sharing Expertise: Charitable Gift Annuities
Interest rates
make these an
attractive
alternative for
those 70+
Printed mailer
then turned into
a Facebook
graphic, posted
on website and
included in
event flyer

18. • Google alerts, Talkwalker
• RSS feeds of blogs (Feedly)
• Follow organizations/people on
Facebook, Twitter, LinkedIn,
YouTube
• Listservs
• Emails, enews
• Other regional, news or specialty
sites
• Review newer and more unusual
networks for potential resources
Set up and bring content to you
Collect, Curate & Create

19. • Pinterest – keyword search
• Scribd and Issuu – Annual Reports,
newsletters and other previously
printed documents
• Slideshare – PowerPoint, PDF
presentations and documents
• Flickr, Flickr Commons – “Advanced
search” to find images you can use
commercially
• Google search box suggestions
• Google site:URL keyword
• Twitter search
Explore unexpected sources + formats
Collect, Curate & Create

20. • Store by Date: Monthly enews (folder); Physical calendar
• Helpful Tools: Google Docs, Evernote, Daytimer
Organize your way
Note what
you have
used and
where
Collect, Curate & Create

21. Collect, Curate & Create
• Store by Date: Monthly enews (folder); Physical calendar
• Helpful Tools: Google Docs, Evernote, Daytimer
Organize your way

22. Collect, Curate & Create
• Store by Date:
Monthly enews
(folder); Physical
calendar
• Helpful Tools:
Google Docs,
Evernote,
Daytimer
Organize your way

23. Collect, Curate & Create
Posting Tools:
• Sprout Social
• HootSuite
• Buffer
• Facebook
scheduler
• Post as you go
Find a manageable distribution plan

24. Collect, Curate & Create
• “Newsjacking”–
Connecting your content
to something that is
trending in the news to get
a bump
• Relevance – content that
is timely encourages
sharing
• Humanity – shows you live
in the real world, which
increases your friendliness
factor
Allow for Spontaneity

25. Collect, Curate & Create
• “Newsjacking”–
Connecting your content
to something that is
trending in the news to get
a bump
• Relevance – content that
is timely encourages
sharing
• Humanity – shows you live
in the real world, which
increases your friendliness
factor
Allow for Spontaneity

26. Collect, Curate & Create
• You know when the
holidays are, when
internal events are
– block those in.
• Research unique,
fun or unexpected
holidays or events
and create content
for them.

27. Collect, Curate & Create
Gather Stories + Pictures Constantly!
• Deputize every board member and volunteer as
“story-collectors”
• Make it part of everyone’s role to listen for and
solicit stories to share
• Keep an eye on your social sites. Follow up on
comments that could turn into stories

28. Collect, Curate & Create
Gather Stories + Pictures Constantly!
• Invest in a good organizational camera
• Know what settings take print quality images
• Assign someone to take pictures at events, site
visits, donor visits, everywhere
• Make a list of images you want
• Ask your community to send you images

29. Tools for Image Editing
• PhotoShop
• Elements
• GIMP (free)
• FotoFlexer
(Free, Online)

30. Tools for Video
Mac: iMovie
Adobe Premiere
Elements (Mac &
PC)
PC:
Microsoft Windows
Movie Maker (Free)
CyberLink
PowerDirector

31. Tools for Still Image Video
• Animoto, iPhoto, PowerPoint

32. Tools for Infographics
• infogr.am
• easel.ly
• Hubspot
PowerPoint
Toolkit

33. Remember what you are actually
competing for:
search for
HEARTS
and you will find
DOLLARS

34. Thank You
Content Marketing Example:
Sign up for my email list and
I will enter your name in a
drawing for my new ebook:
Turning your Annual Appeal
Into an Annual Campaign
www.nonprofittoolkit.net

35. Thank You
Beth S. Brodovsky, President
Iris Creative Group, Inc
610-567-2799
Connect at:
beth@iriscreative.com
www.iriscreative.com
www.linkedin.com/in/bethbrodovsky
www.twitter.com/bethbrodovsky
www.facebook.com/iriscreative
http://iriscreative.com/blog/