Content Marketing for Non-Profits & Associations

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A specially-designed class for non-profit executives and communications professionals, as well as trade professional staff looking toward the power of storytelling to grow the business.

Empresariales Tecnología

Content Marketing Workshop
for Associations & Nonprofits

Steve Drake
AMR Management Services
@stevedrake • #cmworld
#cmworld

Today’s Agenda
• Welcome
• Overview of Associations, Nonprofits &
Content Marketing
• Real World Content Marketing: What’s
Working & Not Working
• Work Teams focused on implementation
• Discussion & Wrapup

#cmworld

2010-2012: Guiding Lights

2011 2012 2011 2011 2010

#cmworld

Race for Relevance

Realities Action
1. Time 1. Board Size &
Competence
2. Value Expectation
2. Staff Empowered
3. Consolidation-
Specialization 3. Technology
Integration/Plan
4. Generational
Differences 4. Fewer Committees
5. Competition 5. Relevance to
Members, Targeted
6. Technology
Markets

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EOMAWKI

1. Economy-Recession

2. Generational

3. Technology

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Maximum Engagement

• Engage & move from FREE to FEE
• Content can make it happen

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Managing Content Marketing

• To engage your members/donors,
become a publishing powerhouse
• Tell your stories
• From Push to Pull
• Identify your key personas
• Nurture & feed your subscribers

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New Rules of Marketing & PR
• Old rules obsolete in online world
• Real time now required
• Speed wins
• Plan for NOW, react NOW

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Commonalities for NPs, Associations
Technology

Ge n e r a t i o n s
Economic Impacts
Professional Staff
Governance
Business Models

#cmworld

Association Content Vehicles
• Printed magazine or • vlog (video blog)
journal • Tweet
• Printed newsletter • Webinar
• e-newsletter • Podcast
• Tip of the Week • Direct mail flier
• Blast email • Facebook post
• Weekly (or daily) blog • LinkedIn update
• Website • YouTube video
• Speech or outline posted • Flickr file of photos
on SlideShare.net • Pinterest
• Other

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Content Marketing for Non-Profits & Associations

1. Content Marketing Workshop for Associations & Nonprofits Steve Drake AMR Management Services @stevedrake • #cmworld #cmworld

2. Today’s Agenda • Welcome • Overview of Associations, Nonprofits & Content Marketing • Real World Content Marketing: What’s Working & Not Working • Work Teams focused on implementation • Discussion & Wrapup #cmworld

3. 2010-2012: Guiding Lights 2011 2012 2011 2011 2010 #cmworld

4. Race for Relevance Realities Action 1. Time 1. Board Size & Competence 2. Value Expectation 2. Staff Empowered 3. Consolidation- Specialization 3. Technology Integration/Plan 4. Generational Differences 4. Fewer Committees 5. Competition 5. Relevance to Members, Targeted 6. Technology Markets #cmworld

5. EOMAWKI 1. Economy-Recession 2. Generational 3. Technology #cmworld

6. Maximum Engagement • Engage & move from FREE to FEE • Content can make it happen #cmworld

7. Managing Content Marketing • To engage your members/donors, become a publishing powerhouse • Tell your stories • From Push to Pull • Identify your key personas • Nurture & feed your subscribers #cmworld

8. New Rules of Marketing & PR • Old rules obsolete in online world • Real time now required • Speed wins • Plan for NOW, react NOW #cmworld

9. Commonalities for NPs, Associations Technology Ge n e r a t i o n s Economic Impacts Professional Staff Governance Business Models #cmworld

10. Association Content Vehicles • Printed magazine or • vlog (video blog) journal • Tweet • Printed newsletter • Webinar • e-newsletter • Podcast • Tip of the Week • Direct mail flier • Blast email • Facebook post • Weekly (or daily) blog • LinkedIn update • Website • YouTube video • Speech or outline posted • Flickr file of photos on SlideShare.net • Pinterest • Other #cmworld

Content Marketing for Non-Profits & Associations

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