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Content Marketing
Steward & Cultivate Supporters through Engagement
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
SessionDescription
This workshop will help attendees understand the basic
concepts of content marketing to better leverage online
and social opportunities to steward and cultivate
supporters.
Participants will complete the session with a set of
tactics that can be used to measure reach and response
for future evaluation and planning purposes.
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
What isContent
Marketing?
Content marketing is a strategy to create and
distribute relevant and valuable information to attract,
acquire and engage a defined audience.
Content marketing is consumer-focused and
action-oriented.
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
IncreaseEffectivenessto Steward &Cultivate Supporters
Stewardship is to thank.
Cultivation is the work to sustain interest for future conversion.
Two Focus Areas
1. Create a written strategy
2. Track key performance indicators
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
KPIsBased on
Engagement & Conversion
Rates
Three Categories
1. Reach
2. Engagement
3. Sentiment
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Reach
1. Unique visits
2. Geography
3. Mobile readership
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Engagement
4. Bounce rates/time spent
5. Heat maps & click patterns
6. Page views
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Sentiment
7. Comments
8. Social sharing
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Possible Framework
for aWritten
Strategy
Seven Building Blocks
1. Plan
2. Audience
3. Story
4. Channels
5. Process
6. Conversations
7. Measurement
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Plan Who are you?
Where are you?
Where do you want to be?
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Audience
Understand your core audiences
Internal vs external
Acquired vs trying to reach
Tool: Content segmentation grid
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Story
Tell your brand story
Once your story is developed, build pillars of content
Each pillar is a guide for future communication
Stories build and keep relationships
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Channels
Content first
Distribution channels second
Existing vs potential
Avoid feeling trapped in a channel
Channels can support one another
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Process
Manage your team and tools
Roles and responsibilities for execution
Guidelines
Schedule
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Conversation
Create your content and listen by creating a connection to your consumers
Talking at vs listening
Consider capacity, quality and objectives
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
Measurement
Create a culture of learning
Beginning, end and in between
Tool: Stop, Continue, Change assessment
Key performance indicators re-visited
Reach
Engagement
Sentiment
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
NextSteps
What will you do tomorrow?
What will you do next week?
What will you do next month?
What will you next year?
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
AdditionalResources
Content Marketing Institutewww.contentmarketinginstitute.com
2016 Nonprofit Content Marketing Reporthttp://contentmarketinginstitute.com/wp-
content/uploads/2015/11/2016_NonProfit_Research_FINAL.pdf
Content evaluation worksheethttp://moflow.ca/content-evaluation-worksheet
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
ThankYou!
Allie Chang RayAdvocacy Manager, Nonprofit Missouri
Principal & Independent Consultant, Mutare Network LLC
mbl/txt (314) 604-3825
Nonprofit Leadership Conference
University of Missouri – Kansas City
November 20, 2017
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