@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 »
@StevenShattuck
Content
Search Social
Without content »
@StevenShattuck
Without content »
@StevenShattuck
Press releaseBillboard
Radio ad
With content »
@StevenShattuck
With content »
@StevenShattuck
search
social
search socialsearch search
social
search
social
@StevenShattuck
Why inbound marketing? »
@StevenShattuck
@StevenShattuck
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
@StevenShattuck
The three audiences »
@StevenShattuck
The three audiences »
1. Non-‐donors who don’t know you 2. Non-‐donors who know you 3. Donors
@StevenShattuck
The donor journey »
Prospecting
Cultivation
Asking
non-‐donors who don’t know you
donors!
non-‐donors who know you
Stewardship
@StevenShattuck
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
@StevenShattuck
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!
@StevenShattuck
@StevenShattuck
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
@StevenShattuck
Examples
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
content marketing begins
Social Media Content »
https://twitter.com/Mercetheseries/status/474366392712847360
@StevenShattuck
Social Media Content »
@StevenShattuck
@StevenShattuck
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
@StevenShattuck
@StevenShattuck
@StevenShattuck
More content ideas »
@StevenShattuck
• 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 »
@StevenShattuck
1. Supply ideas 2. Share best practices 3. Set a schedule 4. Hold them accountable
Repurposing »
@StevenShattuck
• 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
Recommended
