WHAT NONPROFITS NEED TO KNOW TO USE CONTENT MARKETING EFFECTIVELY

Transcription

1 WHAT NONPROFITS NEED TO KNOW TO USE CONTENT MARKETING EFFECTIVELY BROUGHT TO YOU BY: MELISSA BREAU

2 ABOUT ME: Name: Melissa Breau Job: Content Marketing Strategist & Copywriter Website: I spend most of my days helping businesses and business professionals convey the benefits of their companies or themselves through words.

3 NO NEED TO TAKE NOTES Slides and notes will be available on my website:

4 THE 5 STEP PROCESS NONPROFITS NEED TO KNOW 1. Choose goals for your content marketing strategy 2. Evaluate what you already have. 3. Choose tools & brainstorm ideas. 4. Link those tools to your goals to create a strategy. 5. Implement!

5 WHAT IS CONTENT MARKETING? Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted audience, focusing on all stages of a conversion funnel, from brand awareness to brand evangelism.

6 CONTENT MARKETING IS NOT NEW. (not even a little bit.)

7 EXAMPLE: JELL-O

8 SO BACK TO THOSE STEPS. Step 1: Choose Content Marketing Goals.

9 COMMON GOALS: 3 Examples: 1. Educate the public. 2. Find Volunteers. 3. Raise Money.

10 BREAK IT DOWN: WHAT S THE VALUE PROPOSITION? Educate the Public: How to do something Find Volunteers: Help change the world. Raise Money: Where does my $$ go?? (If you don t know why someone should get involved, neither will they!)

11 HOW DO YOU COMMUNICATE THAT? Content Marketing.

12 STEP 2: EVALUATE WHAT YOU HAVE Examples: Current Website List Brochures List of resources (access to experts?) Volunteers People passionate about your nonprofit Media List

13 STEP 3: CHOOSE TOOLS & BRAINSTORM IDEAS There are many, many tools to choose from: Blog posts Video Infographics Social media updates Podcasts ebooks Whitepapers Case studys Don t be afraid to use the same idea in multiple formats!

14 MY FAVORITE TOOLS 1. Blogging offers content that helps attract new website visitors 2. Newsletter Allows you to capture leads (volunteers & potential donors) 3. Social Media Finding your audience where they already are

15 FINDING CONTENT IDEAS o Amazon o Google Suggested Search / Auto Complete o Searches on Your Website o YouTube o Competitors o Your previous content o Forums (lots of great questions!) o Poll friends and family and subscribers o Fundraisers/development people (common questions they get) o Share unusual or counter-intuitive information (things your audience may be surprised to learn) o Interview experts or invite them to guest post

16 STEP 4: LINK YOUR GOALS & TOOLS Weed through your ideas to find those that fit your strategy.

17 EXAMPLE: MOVEMBER 1. Choose Goals 2. Evaluate What You Have 3. Choose Tools & Brainstorm 4. Link Tools to Goals 5. Implement More info:

18 EXAMPLE: MOVEMBER 1. Choose Goals: Raise funds, find volunteers & fundraisers, and raise awareness. 2. Evaluate What You Have: A really old list, a website, Movember headquarters educational content. 3. Choose Tools & Brainstorm: blogging, , & social media. 4. Link Tools to Goals: Example Find major brands in Raleigh to follow on Twitter & interact. 5. Implement More info:

19 STEP 5: IMPLEMENT!

20 BLOGGING: HOW TO CREATE WEB-FRIENDLY CONTENT

21 FACTS: 79% of Web users scan rather than read Reading from a computer screen is 25% slower than from a page Neilsen Data

22 MAKE IT EASY TO SCAN Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus tristique, libero in pellentesque condimentum, quam magna ornare nibh, vitae viverra eros mauris at elit. Phasellus congue non erat commodo dictum. Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. Donec porttitor massa eget quam molestie congue.

23 MAKE IT EASY TO SCAN Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus tristique, libero in pellentesque condimentum, quam magna ornare nibh, vitae viverra eros mauris at elit. Phasellus congue non erat commodo dictum. Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. Donec porttitor massa eget quam molestie congue. USE WHITESPACE.

24 MAKE IT EASY TO SCAN Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus tristique, libero in pellentesque condimentum, quam magna ornare nibh, vitae viverra eros mauris at elit. Phasellus congue non erat commodo dictum. I BET YOU NEVER KNEW Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. THE REASON WHY: Donec porttitor massa eget quam molestie congue. USE SUBHEADS.

25 MAKE IT EASY TO SCAN Lorem ipsum dolor sit amet, consectetur adipiscing elit. 1. Phasellus tristique 2. Libero in pellentesque condimentum 3. Quam magna ornare nibh. Vitae viverra eros mauris at elit. Phasellus congue non erat commodo dictum. I BET YOU NEVER KNEW Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. THE REASON WHY: Donec porttitor massa eget quam molestie congue. USE LISTS.

26 MAKE IT EASY TO SCAN Lorem ipsum dolor sit amet, consectetur adipiscing elit. 1. Phasellus tristique 2. Libero in pellentesque condimentum 3. Quam magna ornare nibh. Vitae viverra eros mauris at elit. Phasellus congue non erat commodo dictum. I BET YOU NEVER KNEW Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. THE REASON WHY: Donec porttitor massa eget quam molestie congue. USE BOLD & ITALIC WORDS.

27 MAKE IT EASY TO SCAN Lorem ipsum dolor sit amet, consectetur adipiscing elit. 1. Phasellus tristique 2. Libero in pellentesque condimentum 3. Quam magna ornare nibh. Vitae viverra eros mauris at elit. Phasellus congue. Non erat commodo dictum. I BET YOU NEVER KNEW Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. THE REASON WHY: Donec porttitor massa eget quam molestie congue. USE PICTURES.

28 AWESOME HEADLINE HERE Lorem ipsum dolor sit amet, consectetur adipiscing elit. 1. Phasellus tristique 2. Libero in pellentesque condimentum 3. Quam magna ornare nibh. Vitae viverra eros mauris at elit. Phasellus congue. Non erat commodo dictum. I BET YOU NEVER KNEW Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. THE REASON WHY: Donec porttitor massa eget quam molestie congue. USE AN AWESOME HEADLINE.

29 AWESOME HEADLINE HERE Lorem ipsum dolor sit amet, consectetur adipiscing elit. 1. Phasellus tristique 2. Libero in pellentesque condimentum 3. Quam magna ornare nibh. Vitae viverra eros mauris at elit. Phasellus congue. Non erat commodo dictum. I BET YOU NEVER KNEW Ut at venenatis sem. Curabitur cursus, elit ac condimentum tempus, neque dui sodales ipsum, sed commodo libero tortor quis quam. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Curabitur a purus ullamcorper, scelerisque velit sit amet, hendrerit diam. Quisque egestas lacus non erat tempor fermentum. Integer sed nunc mauris. THE REASON WHY: Donec porttitor massa eget quam molestie congue. DISAGREE? SHARE YOUR THOUGHTS IN THE COMMENTS! ADD A CALL TO ACTION.

30 QUICK REVIEW: 1. Web content isn t like print content it takes longer to read, so content needs to be short and easy to scan. 2. Content can be broken up with white space, subheads, bullet points or lists, and even by making key phrases bold or italicizing them. 3. And in order to even get readers that far, it s critical to have a strong headline and maybe even an image to draw them into the piece.

31 SOURCE: perfect-blog-post/

32 ATTRACTING READERS: (A.K.A. How to get them to read your stuff) 1. Keywords: 2. Editorial Calendar: 3. Sharable (for social media)

33 ATTRACTING READERS: 1. Keywords: Words or phrases that readers might type into Google if they were looking to find the kind of information you re offering online. 2. Editorial Calendar: Your plan for publishing new content on your website. Should be engaging and keep readers interacting. 3. Sharable (for social media) Strong headline with immediate benefit.

34 KEYWORDS Use Long-Tail Keywords YES: Men s Dress Shoes NO: Shoes Use Highly Relevant Keywords Use A Long-Tail Keyword in the: Headline Subhead Body of the Post

35 EDITORIAL CALENDAR Your plan for publishing new content on your website. SAMPLE EDIT CALENDAR: Day 1: Homepage Content (focus: CTAs & Benefits) Day 2: About Page (Why me?) Day 3: Services Page (Services & Products) Day 4: Set up Sidebars ( signup? Contact?) Day 5: Blog post: 3 things you need to know about content marketing

36 MISTAKES TO AVOID 1. Quantity is NOT more important that Quality. Good is better than often. 2. More is NOT More Less is more. What do I mean by that?

37 MISTAKES TO AVOID 1. Quantity is NOT more important that Quality. Good is better than often. Try to post consistently, but not everyday. 2. More is NOT More Less is more. Keep content short

38 WHY BLOG?? There are many reasons, but here are 3: 1. Keeps content fresh and relevant 2. Allows you to target more keywords 3. Helps Turn Visitors Into Buyers

39 NEWSLETTERS You ve got mail! Great Subject line Relevant / actionable content White space Mobile friendly! Call to Action

40 SOCIAL MEDIA Social Media is about going to where your target audience already is & joining in the CONVERSATION. It is NOT about promoting your content or organization excessively. And it s ALWAYS better to pick one or two and do them well than to do everything and do it poorly.

41 THE 5 STEP PROCESS NONPROFITS NEED TO KNOW 1. Choose goals for your content marketing strategy 2. Evaluate what you already have. 3. Choose tools & brainstorm ideas. 4. Link those tools to your goals to create a strategy. 5. Implement!

42 Q&A