Your Content Compass. NetXtra Breakfast Club. 26 th September 2017

Transcription

1 Your Content Compass NetXtra Breakfast Club 26 th September 2017

2 Contents Content Marketing for NFPs Using A Content Framework Why Think Like A Journalist? Targeting Your Target Audience How to Write Good Copy Creating Sharable Content Increasing Online Donations Understanding Impact

3 Content Marketing and why we should care Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined target audience with the objective of driving profitable customer action Increase brand exposure Drive website traffic Increase search engine ranking Grow online community / membership Build trust and credibility Engage community of followers develop Brand Advocates Direct marketing

4 5 Content Mistakes by Not For Profits 1. Not aligning activity to a wider strategy 2. Not considering your TARGET audience 3. Not sharing others content 4. Not having different tactics for different platforms 5. Not establishing metrics to measure success

5 Content Framework The Content Vision is the foundation upon which we build the Content Strategy, Content Creation and Content Distribution. 1. Vision Educate, entertain, inspire, inform, convert 4. Optimisation Research key phrases, headline structure, improve readability, CTAs for conversions and mobile friendly content 2. Format Detail text, image, video, podcast 3. Resourcing Creation, curation, crowdsourcing? 5. Distribution Which channels, Owned, Earned, Paid and Shared will you use

6 Content Ideas How-to, Tips, Tricks, shortcuts Don t over-estimate what your audience knows or underestimate what you know There s always an interesting angle! Perspective: News / Data / Forecasts Sector News/insights Ideas Interview Others (of interest & reputation) Success Stories if helpful

7 Content Planning On Diary: Things you know will definitely happen: - Annual hols (Xmas, Business anniversary) - Events you are hosting - Start of a campaign - Sector trends Off Diary: Things that can t be predicted: - Breaking news - Emerging themes/fads - Award shortlist/win Pull quote copy can go in here Journo Tip: Off Diary = Agile, Responsive, Zeitgeist

8 Why Think Like A Journalist Journo Tip: Picture 1-2 members of your target audience in your head Journo Tip: It s not what you want to TELL your audience, but what THEY want to hear

9 Target Audience Make them REAL people What content is useful, entertaining and interesting to them it s not about you! (80/20 Rule) How they want to consume your information (What medium?) Where they want to consume your information (Which distribution channel?) Plan ahead but be agile On Diary / Off Diary Source information and ideas from far and wide

10 Good Written Content (print) Headline should be between 5 and 9 words Who, What, Where, When First line between 21 and 28 words Most Important Facts Summarized Colour Why and Evidence Quotes & Supporting Details CTA Call to action, next steps you want the reader to take

11 Good Written Content (Online) Journalistic rules: start with the conclusion Max 4 line paragraphs 5-9 word headlines Intro < 28 words Half the word count (<500 words) One idea per paragraph Bulleted lists Meaningful sub-headings (not "clever" ones) Sources Link to outbound sources & Attribute sources Acknowledge inconvenient stats/info Include Hyperlinks (good for SEO) Typeface variations and colour (uniform don t look appear crazed)

12 Optimising Online Content for Scanning Source: Nielsen Norman Group, How Users Read on the Web

13 What makes a good Facebook Post? 1. Has a clear goal 2. Asks for engagement 3. Uses a photo or link 4. Brief but compelling 5. Isn t always promotional 6. Is provocative

14 What makes a good Tweet, you Twit! 72% Improvements Please Retweet

15 Share Success Stories further than Facebook Use stories from members with the power to inspire others you can share?

16 How to increase engagement 79%

17 Extend your reach #Hashtag Don t be afraid to use lots of #hashtags across social to increase your audience

18 Organisations getting Instagram right 28% Vs 23% Instagram Vs Twitter What are people already sharing on Instagram that could benefit your organisation?

19 Behind the scenes Does your organisation have compelling and distinctive stories to share about the work you do?

20 Checklist: Good Content Informative Are you just adding to the noise? Ask So What? Audience: Help me or entertain me! WOW your audience think in extremes for article angles = Remembered Accurate - NEVER exaggerate or lie, you will be found out Multimedia how does your audience want to receive this info? Could be more than one format; repurpose.

21 Understand Impact (Outcomes not Outputs) Make the post headline catchy or compelling Experiment with images, video or infographics Look for trends in frequently shared posts, such as top 10 lists, popular quotes or memes Try switching to a positive framing of your message if you re currently using a negative one

22 Thank You Luminescence, St John's Innovation Centre, Cambridge, CB4 0WS WeAreLuminescence.com