Kivi Leroux Miller @kivilm #cm4np
Free worksheets that go with the book: kivilm.com/hello
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?
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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http://www.flickr.com/photos/stevendepolo/4137096855
The Power in Becoming a
Favorite Cause
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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.
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You create opportunities for people to connect and engage.
You become a favorite organization.
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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!
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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
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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!
CHEESE!
BROCCOLI!
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
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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
Coming Next . . . • Workbook • Book Club • E-Clinics
Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits ContentMarketingForNonprofits.com [email protected]
Free worksheets that go with the book: kivilm.com/hello
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