Presentation slides for the Essentials of Nonprofit Content Marketing workshop conducted at the American Marketing Association's Nonprofit Conference by Kevin Sparkman and Russell Sparkman

1. @FusionSpark #NPContent#AMANP
Tuesday, July 22, 14

2. Your Hosts
@FusionSpark #NPContent#AMANP
Russell
Sparkman
Kevin
Sparkman
Tuesday, July 22, 14

3. Introduction
Hashtags
#AMANP #NPcontent
Schedule
Introductions:
Presentation/Discussion:
Break:
Group Project:
30 Min.
60 Min.
15 Min.
75 Min.
Twitter Name
@FusionSpark
Tuesday, July 22, 14

4. Introductions
@FusionSpark #AMANP
Let’s hear about you ...
#NPContent
Tuesday, July 22, 14

5. FSM & Content Marketing
@FusionSpark #NPContent#AMANP
Tuesday, July 22, 14

6. FSM & Content Marketing
@FusionSpark #NPContent#AMANP
1st
FSM
Post
CM
Workshop
1st CM
Retreat
2nd CM
Retreat
3rd CM
Retreat
4th CM
Retreat
2009 2011 2013
Google Trends - “Content Marketing”
2007
Tuesday, July 22, 14

7. FSM & Content Marketing
Tuesday, July 22, 14

8. FusionSpark Media’s Palmyra Atoll content
helped The Nature Conservancy raise
“significant funds.”
~ Chuck Cook, Project Director, 2003
Tuesday, July 22, 14

9. FSM & Content Marketing
@FusionSpark #NPContent#AMANP
Tuesday, July 22, 14

10. FSM & Content Marketing
Tuesday, July 22, 14

11. FloridaYards.org
#1on Google since
@FusionSpark #NPContent#AMANP
2005
Tuesday, July 22, 14

12. FloridaYards.org
$270,000
Equates to
in monthly SEO fees.
@FusionSpark #NPContent#AMANP
Tuesday, July 22, 14

13. Gift of Life Family House
@FusionSpark #AMANP #NPContent
The website and
videos supported the
capital campaign
which raised millions.
Tuesday, July 22, 14

14. Whidbey Camano Case Study
2xIncrease in Email Database Size
+ 60,000 (22%)Increase in Website Traffic
2xIncrease in Open Rate
Tuesday, July 22, 14

15. Whidbey Camano Case Study
Tuesday, July 22, 14

16. Whidbey Camano Case Study
Marketing Technology Stack
Website:
Email Marketing:
Editorial Calendar:
Publishing:
Content Curation:
Analytics:
Propriety, and Wordpress, CMS
Exact Target
Excel
Cadence 9
Curata
Google Analytics
@FusionSpark #NPContent#AMANP
Tuesday, July 22, 14

17. FusionSpark Nonprofit Clients
What’s in the shared DNA
of these projects?
Tuesday, July 22, 14

18. A Written Content Strategy
They all have a
Written Content Strategy
Tuesday, July 22, 14

19. A Written Content Strategy
Tuesday, July 22, 14

20. Random Acts of Marketing
@FusionSpark #NPContent#AMANP
Random Acts
of Marketing
Tuesday, July 22, 14

21. But, wait a second ...
It’s all about telling your story, right?
Well, no ... not really.
Tuesday, July 22, 14

22. Story
Story, without
strategy and
marketing
technology.
Story, with
strategy and
marketing
technology.
Tuesday, July 22, 14

23. Content Marketing
What Is Content Marketing?
Content marketing is an approach to creating and
distributing valuable, relevant and consistent content
to attract and acquire a clearly defined audience – with the
objective of building community, driving support and actions.
Why Is It Important?
Nonprofits of all sizes are competing for attention and financial
support. Strategic, engaging content can put an
organization at the center of the digital universe for
its area of focus to achieve nonprofit goals.
@FusionSpark #NPContent#AMANP
Tuesday, July 22, 14

24. Content Strategy
Tuesday, July 22, 14

25. Nonprofits & Content Marketing
92%Percent of Nonprofits
reported that they do
content marketing.
#NPcontent
Tuesday, July 22, 14

26. Nonprofits & Content Marketing
25%
Percent of Nonprofits
who do content
marketing, and have a
written content
strategy.
#NPcontent
Tuesday, July 22, 14

27. Nonprofits & Content Marketing
52%of Nonprofit
professionals with a
written content
strategy rate
themselves as highly
effective.
14%of Nonprofit
professionals
without a written
content strategy
rate themselves as
highly effective.
Tuesday, July 22, 14

28. Nonprofits & Content Marketing
Being effective or not at
Nonprofit Content Marketing
depends upon having a
written content strategy.
(BTW, also true of B2B and B2C
content marketing.)
Tuesday, July 22, 14

29. Nonprofits & Content Marketing
Why is
that?
Tuesday, July 22, 14

30. #NPcontent
The Same, Few Media Outlets for Decades
Tuesday, July 22, 14

31. #NPcontent
Then along came the Internet ...
(First person to tell us Month and Year of Netscape
Navigator launch will get a Starbuck’s Gift Card!)
Tuesday, July 22, 14

32. Introduction
Tuesday, July 22, 14

33. Tuesday, July 22, 14

34. Introduction
#NPcontent
Tuesday, July 22, 14

35. The Good News ...
Nonprofits have unprecedented opportunities to tell
their own story, to engage with constituents
and to drive conversions.
Tuesday, July 22, 14

36. But, it comes with a dose of reality ...
Tuesday, July 22, 14

37. Nonprofits & Content Marketing
Essentials focused upon are:
•A Written Content Strategy
• Marketing Technology Tactics
#NPcontent
Tuesday, July 22, 14

38. Written Content Strategy
"If you don't know where you are
going, you will wind up
somewhere else."
~Yogi Berra, NYYankees Manager
#NPcontent
Tuesday, July 22, 14

39. Written Content Strategy
"Without strategy, content is just stuff."
~ Arjun Basu,VP of Content Strategy, Spafax
#NPcontent
Tuesday, July 22, 14

40. Written Content Strategy
Problems Addressed by a Written Content Strategy:
•
Not Knowing Where or How to Start
•
Lack of Guidance, as in Specific Organizational Goals
•
Too Many Experts, i.e.Too Many Chefs in the Kitchen
•
Not Enough Time to Get It All Done
•
Generational and /or Experience Gaps
•
No Funding for Content
•
Not Knowing What To Measure, Having a Plan to Measure
•
Not Knowing How To Structure Roles & Responsibilities
Tuesday, July 22, 14

41. Written Content Strategy
Essentials of a Well-Written Content Strategy:
•
Budget the Plan, Plan the Budget
•
Perform a Content Audit
•
Include All Stakeholders (Directors, Staff, Board)
•
Research and Listen to Interests of Target Audiences
•
Define Calls to Action, Align Content with Actions
•
Plan Content Not for Content’s Sake, But For Outcomes
•
Define Editorial Tone
•
Define Editorial Calendar
•
Identify KPIs to Measure, Report and Adjust
•
Specify Marketing Technology Requirements
•
Capture Ideas For Later Implementation
Tuesday, July 22, 14

42. Content Marketing Lifecycle
Tuesday, July 22, 14

43. Content Marketing Lifecycle
Tuesday, July 22, 14

44. #NPcontent
Great Websites are Indispensable
It’s your digital storefront. The first impression.
Tuesday, July 22, 14

45. #NPcontent
Landing Pages = Secret Weapon
Delivering a personalized and tailored experience.
Tuesday, July 22, 14

46. #NPcontent
98% of GenY and 86% of GenX use a mobile as their only phone and
62% / 47% would give a donation to a nonprofit on a mobile device.
Tuesday, July 22, 14

47. #NPcontent
Tuesday, July 22, 14

48. #NPcontent
Mobile, mobile, mobile ...
You might even be watching this webinar on your tablet!
Tuesday, July 22, 14

49. #NPcontent
Email is Still King
But “batch and blast” is a thing of the past.
Tuesday, July 22, 14

50. #NPcontent
Put Out the Welcome Mat
• Automated
• Targeted
• Multi-part
• Trigger based
Tuesday, July 22, 14

51. #NPcontent
Takeaways
•Great Website +
Mobile Ready
•Landing Pages +
Smart Donation Forms
•Automated Email
Welcome Series
None of this works well without
a great content marketing strategy.
Tuesday, July 22, 14

52. Group Project
Tuesday, July 22, 14

53. Wrapping It Up
Thank You for Joining Us!
In follow up, you’ll receive:
• Link to our recorded Nonprofit webinar
• A link to two slidedecks on Slideshare
• Several book recommendations
• Link to 2015 Nonprofit Content Marketing Survey
As well as ...
• An invitation to schedule a phone consultation
with FusionSpark Media
Tuesday, July 22, 14

54. Questions & Answers
Your Questions!
Tuesday, July 22, 14