Nonprofit 911: featuring Kivi Leroux Miller
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1 Nonprofit 911: Kick Start your 2014 Marketing Calendar with Great Content featuring Kivi Leroux Miller Audio for this event will be available beginning at 1 pm ET via your computer speakers or headphones If you are unable to listen to your computer audio, please close the Audio Broadcast panel and click the Request Button below the participant panel to get dial-in info.
2 #Nonprofit911
3 Today s Speaker Kivi Leroux Miller #Nonprofit911
4 Free worksheets: kivilm.com/hello Book club starts 2/17! Kick Start Your 2014 Marketing Calendar with Great Content Kivi Leroux #cm4np
5 What is Content Marketing?
6 Most nonprofit comm is like this Interrupting...
7 When it should be like this versus Attracting
8 Content Marketing... Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.
9 Aren t we already doing that? #Nonprofit911
10 Here are three Key Differences
11 1 1 The End of the Target Audience The end of the target audience
12 2 Comms = Promises Made & Kept
13 3 The Power in Becoming a Favorite Cause
14 IT S AN ADVENTURE! The book uses a backpacking metaphor to explain the whole content marketing process.
15 I. FINDING A NEW PATH: The Power of Content Marketing The case for making the shift Understanding how it s different Setting goals and measuring progress
16 1 You understand your donors inner angels. 2 You create communications that are relevant to their lives. #Nonprofit911
17 3 You create opportunities for people to connect and engage. 4 You become a favorite organization.
18 5 People say Yes! when you ask them. 6 You get what you need to achieve your mission! Win!
19 As you create your 2014 marketing calendar... Connect the dots between your comms and your mission. Reevaluate the role of each communications channel you are using.
20 II. WHO WILL GO WITH YOU: Redefining Your Marketing Relationships What supporters, participants, and influencers want from you The voice and style you want to be known for How to staff your content strategy
21 Our biggest group on Facebook is the artist community and they tend to respond to the artin-process posts. When we post pictures, people will respond saying they know the artist, or will ask technical questions about the pieces. Rachel Hicks, Director of Programs and Communications, Archie Bray Foundation for the Ceramic Arts Quote Source: Content Marketing for Nonprofits
22 Social media gave the HSUS an opportunity to humanize a brand that is considered by many to be old school. We ve tried to create a persona of being responsive and fun, but caring about the core issues too. Carie Lewis Carlson, Deputy Director, Online Communications, HSUS Quote Source: Content Marketing for Nonprofits
23 I tend to post links to helpful information like home repair and maintenance tips and budgeting ideas. I try to link the advice to current events. Rainy day? I ll post about why it s important to have clean gutters. Amanda Welliver, Communications Coordinator, Community Neighborhood Housing Services Quote Source: Content Marketing for Nonprofits
24 As you create your 2014 marketing calendar... Give as much thought to your voice, style, and tone and how you want others to react to that as you give to the topics you write about.
25 III. ENVISION THE JOURNEY: Preparing Your Content Marketing Plan Sketching out your big picture communications timeline Deciding on your core topics Designing your editorial calendar Repurposing your original content Merging in what you can t plan
26 The Broccoli: What you want to write
27 The Cheese: What they want to read
28 Thus, the messy reality of your nonprofit communications strategy
29 CHEESE! #Nonprofit911
30 CHEESE! #Nonprofit911
31 BROCCOLI! #Nonprofit911
32 As you create your 2014 marketing calendar... Add ample amounts of cheese to your editorial calendar! Where you are communicating with new people, start with the cheese.
33 IV. SET OUT ON YOUR TREK: Implementing Your Content Marketing Strategy Creating relevant content for here and now Reliable content that always works Curating content created by others Using metaphors and humor Using tech to implement your strategy
34
35 Your Content Swiss Army Knife How-To Articles Advice Columns FAQs First-Person Accounts Lists Take a Position Respond to Someone Else Round-ups Debunk Myths Add Clarity and Context Local Angle on National News
36 When Focusing on Results A dramatic story Timeline or time lapse Before and after Behind the scenes Overcoming an unusual challenge Client testimonials
37 As you create your 2014 marketing calendar... Use the Six Rs of Message Relevance to keep you on track, and when in doubt, pick a format from the Content Swiss Army Knife.
38 V. THE RIGHT PROVISIONS FOR THE JOURNEY: What You Need to Know about the Channels You Choose Websites Blogs Print newsletters Facebook Twitter Google+ Video Images Pinterest Mobile devices
39 Kivi Leroux Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits ContentMarketingForNonprofits.com Free worksheets: kivilm.com/hello Book club starts 2/17!
40 Q&A: #Nonprofit911
41 Thank You Kivi! #Nonprofit911
42 Join us February 18, 1pm EST How Social Enterprise Can Transform Your Nonprofit w/ Social Enterprise Alliance President and CEO, Kevin Lynch Register for upcoming webinars: Nonprofit911.org Learn more about DonateNow & Network for Good s online fundraising tools x1 or Sales@networkforgood.org More questions? Visit our online community: NetworkforGood.org Online Learning Center: Fundraising123.org
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