Nonprofit 911 › files › NP911_02.04.14_Kick Start Your 201… · Content Marketing Plan •...

Nonprofit 911: Kick Start your 2014 Marketing Calendar

with Great Content featuring Kivi Leroux Miller

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Kivi Leroux Miller

Today’s Speaker

#Nonprofit911

Kivi Leroux Miller @kivilm #cm4np

Kick Start Your 2014 Marketing Calendar with Great Content

Free worksheets: kivilm.com/hello Book club starts 2/17!

What is

Content Marketing?

Most nonprofit comm is like this

Interrupting . . .

When it should be like this

versus Attracting

Content Marketing . . . Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.

Aren’t we already doing that?

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Here are three

Key Differences

The end of the

“target audience”

1

The End of the “Target Audience”

1

Comms = Promises

Made & Kept

2

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The Power in Becoming a

Favorite Cause

3

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IT’S AN ADVENTURE! The book uses a backpacking metaphor to explain the whole content marketing process.

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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

You create communications that

are relevant to their lives.

You understand your donors’ inner angels.

1

2

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You create opportunities for people to connect and engage.

You become a favorite organization.

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4

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People say Yes! when

you ask them.

You get what you need to achieve

your mission!

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Win!

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.

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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

“Our biggest group on Facebook is the artist community and they tend to respond to the art-in-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

“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

“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

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.

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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

The Broccoli: What you want to write

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The Cheese: What they want to read

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Thus, the messy reality of your nonprofit communications strategy

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CHEESE!

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CHEESE!

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BROCCOLI!

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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.

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

http://www.flickr.com/photos/nagy/8235683007

• 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

Your Content Swiss Army Knife

• A dramatic story • Timeline or time lapse • Before and after • Behind the scenes • Overcoming an unusual

challenge • Client testimonials

When Focusing on Results

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.

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V. THE RIGHT PROVISIONS FOR THE JOURNEY: What You Need to Know about the Channels You Choose • Websites • Blogs • Email • Print newsletters • Facebook • Twitter • Google+ • Video • Images • Pinterest • Mobile devices

Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits ContentMarketingForNonprofits.com kivi@ecoscribe.com

Free worksheets: kivilm.com/hello Book club starts 2/17!

Q&A:

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Thank You Kivi!

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