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The growth of the Internet has given rise to a new discipline of online marketing: inbound marketing. Businesses and organizations who have mastered inbound marketing through content publishing are reaping vast dividends in the form of website traffic and conversions. For nonprofits, there is a huge opportunity to reach and engage donors through compelling content that tells the story of your mission. This session will provide an overview of inbound marketing, how content publishing drives SEO and social media buzz, and what nonprofits can do today to get started.
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@StevenShattuck
Content Marketing for Nonprofits
Steven Shattuck VP, Marketing -‐ Bloomerang
VP, Marketing -‐ BloomerangContributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business.
Speaker:
Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, Let’s Talk Tech, Mixwest, Infinitive Digital Brainfest, Affiliate Summit, Indy Social Media
Serves on NPO marketing/communications committees
Your presenter »
@StevenShattuck | #NPHub
Agenda »
@StevenShattuck
• The case for content marketing • Best practices • Examples • How to get started • Q&A
!
@StevenShattuck
The case for content marketing
@StevenShattuck
Top 3 Best Website Visit Outcomes »
@StevenShattuck
Top 3 Best Website Visit Outcomes »
@StevenShattuck
1. A donation form completion
Top 3 Best Website Visit Outcomes »
@StevenShattuck
1. A donation form completion 2. A sign-‐up form completion
Top 3 Best Website Visit Outcomes »
@StevenShattuck
1. A donation form completion 2. A sign-‐up form completion 3. A contact form completion
@StevenShattuck
How do you get website traffic? »
@StevenShattuck
Outbound Marketing Advertising + Paid Media + Traditional PR
How do you get website traffic? »
@StevenShattuck
Outbound Marketing Advertising + Paid Media + Traditional PR
!Inbound Marketing
Content Marketing + SEO + Social Media
Why inbound marketing? »
@StevenShattuck
How do you get website traffic? »
@StevenShattuck
Outbound Marketing Advertising + Paid Media + Traditional PR
!Inbound Marketing
Content Marketing + SEO + Social Media !
Push vs. Pull
Inbound marketing relationship »
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Content
Search Social
Without content »
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Without content »
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Press releaseBillboard
Radio ad
With content »
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With content »
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search
social
search socialsearch search
social
search
social
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Why inbound marketing? »
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Best practices
What are people searching for? »
@StevenShattuck
What are people searching for? »
@StevenShattuck
Solutions to their problems.
What are people searching for? »
@StevenShattuck
Solutions to their problems.
“What are some Alzheimer’s warning signs?”
“What are good after school activities for kids with working parents?”
“How can I go about adopting a child overseas?”
“I need nutritional tips for infants.”“My brother needs resume help.”
“My father needs help learning english as a second language”
“What’s an ideal household budget?”
The best content »
@StevenShattuck
• Educates • Solves problems • Answers questions • Inspires • Entertains • Is too good not to share • Is aligned with your mission • Is about and for the donor, not you • Is tailored to a specific audience
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The three audiences »
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The three audiences »
1. Non-‐donors who don’t know you 2. Non-‐donors who know you 3. Donors
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The donor journey »
Prospecting
Cultivation
Asking
non-‐donors who don’t know you
donors!
non-‐donors who know you
Stewardship
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The three audiences »
1. Non-‐donors who don’t know you 2. Non-‐donors who know you 3. Donors
The three content types »1. TOFU 2. MOFU 3. BOFU
@StevenShattuck
The donor journey »
Prospecting
Cultivation
Asking
Stewardship
TOFU »
MOFU »
BOFU »
The three types of content »
@StevenShattuck
Top-‐of-‐the-‐funnel content: • Solves problems, answers questions Middle-‐of-‐the-‐funnel content: • Introduces your organization Bottom-‐of-‐the-‐funnel content: • Facilitates the ask
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Top-‐of-‐the-‐funnel content: (them) • Solves problems, answers questions Middle-‐of-‐the-‐funnel content: (you) • Introduces your organization Bottom-‐of-‐the-‐funnel content: (you) • Facilitates the ask
The three types of content »
@StevenShattuck
Top-‐of-‐the-‐funnel content: (blog post) • Solves problems, answers questions Middle-‐of-‐the-‐funnel content: (web page) • Introduces your organization Bottom-‐of-‐the-‐funnel content: (form) • Facilitates the ask
The three types of content »
Don’t flip your funnel!
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Ineffective content path »
Prospecting
Cultivation
Asking
Blog: what your donation can do to help »
Page: About us »
Form: please donate! »
No SEO value! No one wants to share this!
Too much BOFU content!Stewardship
@StevenShattuck
Prospecting
Cultivation
AskingStewardship
Blog: 5 tips for Alzheimer’s prevention »
Page: About us »
Form: donate now »
Donor communications »
Effective content path »
@StevenShattuck
Prospecting
Cultivation
AskingStewardship
Blog: 5 tips for Alzheimer’s prevention »
Page: About us »
Form: donate now »
Donor communications »
Effective content path »Inbound traffic
Top 3 Best Website Visit Outcomes »
@StevenShattuck
1. A donation form completion 2. A sign-‐up form completion 3. A contact form completion
@StevenShattuck
Effective content path »
Content distribution »
@StevenShattuck
Top-‐of-‐the-‐funnel content: (get them to your site) • Ideal: 70% of your content
– You probably don’t have a lot of this
Middle-‐of-‐the-‐funnel content: (who you are) • Ideal: 20% of your content
– You probably already have some of this
Bottom-‐of-‐the-‐funnel content: (why they should give) • Ideal: 10% of your content
– You already have this
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Examples
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content marketing begins
Social Media Content »
https://twitter.com/Mercetheseries/status/474366392712847360
@StevenShattuck
Social Media Content »
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Getting started
Finding content ideas »
@StevenShattuck
TOFU: • What are people searching for? • What questions are people asking? MOFU • What impact does your org make? BOFU • What impact can a donor make?
Create a topic model »
@StevenShattuck
What people are searching for »
@StevenShattuck
• Quora • Google Keyword Planner • Google Autocomplete
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More content ideas »
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• Internal emails – What questions do you answer frequently?
• Industry news/updates – Are there recent developments/research you should share?
• Surveys – Ask your constituents what would be of value to them – Ask questions and publish the results
• Search #hashtags on social media – What are people talking about?
• Interviews – Interview a supporter or a topic expert – Publish the Q&A
Who can create content? »
@StevenShattuck
• Employees • Volunteers • Constituents • Donors • Board Members • Vendors • Outside Experts
Getting others to create content »
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1. Supply ideas 2. Share best practices 3. Set a schedule 4. Hold them accountable
Repurposing »
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• Offline content = online content • Webinar recording = video • Transcript from a video = blog posts • Transcript from an interview = blog posts • Google+ Hangout recording = video • Powerpoints = blog posts • Emails = blog posts • FAQs = blog posts
Watch out for »
@StevenShattuck
• Press Releases – Devalued by Google – Generates bad links – Usually promotional, not educational
Wrapping up »
@StevenShattuck
• Focus on TOFU content • Become a resource • Don’t flip your funnel • Include strong calls-‐to-‐action • You don’t have to do it alone • Have fun!
Further reading »
@StevenShattuck
https://bloomerang.co/blog/3-‐reasons-‐why-‐nonprofits-‐should-‐excel-‐at-‐content-‐marketing
https://bloomerang.co/blog/21-‐ideas-‐for-‐your-‐nonprofit-‐blog
https://bloomerang.co/blog/its-‐time-‐for-‐nonprofits-‐to-‐become-‐expert-‐publishers
https://bloomerang.co/blog/the-‐1-‐content-‐marketing-‐mistake-‐nonprofits-‐make
Questions? steven.shattuck@bloomerang.co
@StevenShattuck !
Slides: http://bit.ly/npocontent
@StevenShattuck
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