CONTENT MARKETING BLUEPRINT
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- Estella Cora Scott
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1 CONTENT MARKETING BLUEPRINT
2 TODAY S PRESENTATION 1. What is content marketing? 2. Build & define your content infrastructure 3. Map content to your sales funnel 4. Make an editorial calendar & start creating content 5. Promote your content 6. Measure the impact
3 BUT FIRST
4 CAITLYN WEST RESPONSIBLITIES Content Strategy Copywriting Social Media PPC & Inbound Marketing
5 TODAY S PRESENTATION 1. What is content marketing?
6 WHAT IS CONTENT MARKETING? PROCESS OF: Creating valuable, relevant digital content for your target market Delivering it through different channels & processes, according to a strategy TO ACHIEVE: A business result like: Awareness in your area Fundraising goals Volunteer signups
7 CONTENT MARKETING IS NOT CONTENT MARKETING IS NOT
8 CONTENT MARKETING IS NOT A single blog post Your newsletter One infographic
9 CHANGING CONSUMER BEHAVIOR $ $$ $$$
10 Rent vs Own
11 TODAY S PRESENTATION Build & define your content infrastructure
12 BUILD YOUR INFRASTRUCTURE 1. Assemble your content team 2. 3.
13 YOUR TEAM
14 YOUR TEAM Content Strategist In charge of developing the overall strategy Coordinates other team members and vendors In charge of the brand voice
15 YOUR TEAM Writes content for blog posts, ebooks Subject matter experts within the organization Internal Writer(s)
16 YOUR TEAM Agencies Freelance writers Industry peers (cross-blog promotions External contributors
17 YOUR TEAM Designer(s) Infographics Promotional graphics ebook design graphics Icons Display ads Explainer videos Illustrators / animators
18 YOUR TEAM Analyzes and reports on quantitative data for your different content programs & assets Analyst
19 YOUR TEAM Promotion Manager Promotes content across multiple channels Coordinates cross-promotions with peer companies
20 EXAMPLE OF TEAM Content Strategist / Managing Editor Internal Writer(s) Designer(s) Analyst External contributors Promotion Manager
21 STAFF INTERNALLY OR OUTSOURCE? Build your own in-house team Partner with a vendor Combo
22 BUILD YOUR INFRASTRUCTURE Define your marketing personas 3.
23 WHAT ARE MARKETING PERSONAS? Semi-fictional representation of your different target audiences e.g. donor, volunteer, shopper (thrift store), recipient of donation, etc. Goes beyond basic demographics
24 WHY IS THIS IMPORTANT? Using marketing personas makes your website 2-5x more effective source
25 SAMPLE MARKETING PERSONA VOLUNTEERS YOUTH / MILLENNIALS Demographics: years old - More time school hours and seasonal breaks Motivation Building resume Community service hours Networking Likes technology easy to sign up for shifts Fears & Concerns: Time commitment Transportation Age Restrictions Safety
26 BUILD YOUR INFRASTRUCTURE Pick your tools & technology
27 LOTS OF TOOLS ON THE MARKET
28 INDUSTRY LEADER WHAT IT DOES Website content management platform Form builder Sophisticated triggers for automations Progressive forms / data gathering Lead scoring Alerts for sales reps CRM
29 INDUSTRY LEADER COST $12,000 annual minimum Up-front training costs
30 + COMMON TOOLS WE USE
31 TODAY S PRESENTATION Map content to your sales funnel
32 Map your content to your donor experience.
33 Attract
34 WHAT PROSPECTS WANT Casually looking for ideas and insight WHAT YOUR CONTENT DELIVERS YOUR CONTENT MIX Blog posts Social media posts PPC ads YouTube Videos SEO Tactics Big picture answers and insight to attract people to your site. Attract
35 Convert
36 WHAT PROSPECTS WANT Proof In-depth information Validation & research tools WHAT YOUR CONTENT DELIVERS YOUR CONTENT MIX ebooks Interactive media experiences Exclusive donor promotions Downloadable resources Convert
37 Engage
38 WHAT PROSPECTS WANT Reassurance Pricing information WHAT YOUR CONTENT DELIVERS YOUR CONTENT MIX Testimonials Photos Detailed process information Detailed impact information Keeps you in front of prospects Automated s with information that supports a decision Engage
39 YOUR CONTENT MIX Testimonials Photos Detailed process information Detailed impact information Engage
40 Sell
41 WHAT PROSPECTS WANT Transparent & trustworthy transactions A reason to make a decision YOUR CONTENT MIX Upcoming Events Donor Matching Goals Time Sensitive Goals WHAT YOUR CONTENT DELIVERS A motivational trigger to encourage action Sell
42 Connect & Fulfill
43 WHAT PROSPECTS WANT Validation they made the right decision WHAT YOUR CONTENT DELIVERS Answer questions Ease concerns Continued Education YOUR CONTENT MIX Follow up and check-in s News and information about your nonprofit "Where your money went series follow the story of your dollar Connect & Fulfill
44 YOUR CONTENT MIX Satisfaction surveys Requests for online reviews Referral programs Crowdfunding opportunities Connect & Fulfill à Win fans
45 TODAY S PRESENTATION Make an editorial calendar & start creating content 5. 6.
46 Make an editorial calendar
47 TODAY S PRESENTATION Promote your content 6.
48 PROMOTE YOUR CONTENT
49 TODAY S PRESENTATION Measure the impact
50 Social shares Web traffic Time on page Form conversions Leads generated Donations, event attendance, etc. open rates Deeper content engagement Self-guided content Free trials Online reviews Referrals
51 QUESTIONS?
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