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Develop a Strategy for Your NonProfit’s Web Content!
Sarah M Worthy | [email protected] | @sarahmworthy
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What is Content Marketing?
Think of it as the conversations between the people who support your .Org
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Content Marketing Also:1. Is always Harder than you think
2. is more Time Intensive than you’re board realizes
3. requires a full time expert for best success
4. is a long term, sustainability-focused strategy
5. is the new foundation for fully integrated digital marketing frameworks.
Pull and Push Your Content
Early Adopters respond better to inbound marketing...
...late adopters respond better to outbound marketing
Sustainable - “Per Dollar, Content Marketing Produces 3X More Leads”
Content Marketing ROI Whitepaper by Kapost and Eloqua
Why Web Content Marketing Matters
Content Marketing ROI Increases Over Time
Content Marketing ROI Whitepaper by Kapost and Eloqua
Why Web Content Marketing Matters
Content Marketing Helps Your .Org Grow
Potential Donor searches the web
your digital content
8What’s Your Biggest Challenge?
Our Agenda This morning:First: intro to content marketing with goal setting exercisesecond: integrate your donor personas into your content strategythird: using the web and social media to come up with engaging contentfourth: draft your strategic web content marketing plan
Sarah M Worthy | [email protected] |@sarahmworthy |
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http://spaceuphouston.org
http://startupweekend.org
http://startupdigest.com/Houston
@sarahmworthy | sarahmworthy.com | gplus.to/sarahmworthy
About Sarah
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http://netsquared.org
Strategy
Strategy shows you where to focus your resources, you’re not supposed to be talking across all channels.. find your niche.
2) Identify Your Audience
3) develop your implementation plan4) Publish
Content
1) Set Measure-able Goals
Goals
What do you want them to do?
Each Piece of Content Should Have 1 Main Goal
Motivates Action
Provokes Thought
Sparks Emotion
Develop SMART Goals
Top 2013 NPO Communications Goals
Goal #1 - Acquire New Donors...
SMART Goal #1 =
Acquire at least 5% more first time donors through our website this month over last month.
Acquire NewDonors Depelchin.orgDepelchin.org
Goal #2 - Engage Your Community
SMART Goal #2 =
Have at least 50 event registrations for our annual event from first time donors, and 10% more registrations overall compared to last year.
Engage YourCommunity iFest.orgiFest.org
Goal #3 - Retain Current Members
SMART Goal #3 =
Increase annual membership renewals by 5% over last year’s renewal numbers.
Entertain Members ThinkLA.orgThinkLA.org
Group Exercise - Write Down Your Top Goals
Goal #1
______________________________
Goal #2
______________________________
Goal #3
______________________________
Identify Your Audience
Develop Donor Personas
Capacity to GiveDesire to Give
Desire to Give to Your Cause
Identify Your Ideal Donors,
Volunteers, and Board Members
Your Target Audience
Mapping Your Donor’s Journey
http://bit.ly/donor-template
This Content Mapping Process is Part of a Free Persona Template:
Questions to Help You Develop Donor
Personas
Describe Your Ideal
Constituent and Supporter
Describe Your Ideal
Constituent and Supporter
Who would donate to my cause?
Who’s attending our events?
Who has given to us before?
Who’s reading our email newsletters?
Who wouldn’t donate to my cause? Who’s visiting our website?
Where do my constituents live/work?
What questions are donors asking us the most?
Who’s donating to similar causes?
how much do donors typically give? (one time
and recurring)
Look to Social for Demographic Insights
A/B Test CMHouston.orCMHouston.orgg
Measure to identify -> Preferences-> Wants-> Needs
Group Exercise - Who’s Your Ideal Donor?
Trait #1
______________________________
Trait #2
______________________________
Trait #3
______________________________
Your Plan
Focus on What’s Most Relevant
What Your Donor Cares About
What Your NPO Cares About
Engagement requires Relevance
Identify Content Gaps
http://www.uxbooth.com/articles/complete-beginners-guide-to-content-strategy/
Set-Up an Editorial Calendar
Copy my spreadsheet Template:http://bit.ly/smw-editorial-template
BeConsistent
Weekly
Monthly
Daily
BePrepared Staff Photos and Bios
Logo in different sizes
Use Infographics to Create Visual Impact Reports
https://create.visual.ly/graphic/google-analytics
use Google news and alerts for automation
Homework - Develop Your 2014 Plan
December Example
Week #1 theme: last minute gift giving ideas-donations as gifts
Week #2 Theme: new year’s resolutions and where to party this new year’s eve locally
Week #3 update email, blog, facebook with .org holiday closures
Week #4: Closed for Christmas & New Year’s
Publish Content
Some Popular NPO Content Types
Responsive Content Design
Homepage is the “Menu” of Options
Internal Pages offer substance
“Liquify” your Donation Form
Writing for a Responsive Web
Top-Level Pages
Internal Pages
Concise, brief overviews
Long-Form, In-Depth Coverage
Personalize Each Donor’s Experience with Your .Org
http://flickr.com/sarahmworthy
Newsletters
Content Curation vs Repurposed Content
ContentCurators
photo source http://flockofweasels.com
Repurposed Content
Repurpose cmhouston.orgcmhouston.org
Curation startupdigest.comstartupdigest.com
Curators Share Only the BEST
Download a Free Book Online:www.nonprofitmarketingguide.com
Read Beth Kanter on Curation:
http://www.bethkanter.org/13ntccur8/
Create anExperience
SpaceUPHouston.orSpaceUPHouston.orgg
Show Them They Belong YMCAHouston.orYMCAHouston.or
gg
Show Them Their Impact StartupWeekend.orStartupWeekend.or
gg
Group Exercise - Identify Web Content Gaps Your .Org Needs to Publish in 2014
Website Gaps:
______________________________
Social Media Gaps:
______________________________
Other Gaps: (mobile, email...)
______________________________
Open Source
CMS30 Second Evaluation
over 61 million sites are built on WordPress, primarily a publishing platform
If you’re technical, Drupal can do just about anything, challenging for non-technical people to customize and manage
Specifically built for nonprofits, out of the box functionality, “new kid” on the open source block.
Great for largely content-focused websites, limited customizations and extended functionality.
My #Fave NPTech Resources
www.nten.org
www.eschouston.orgwww.idealware.org
www.aspirationtech.org
Questions?
