7 Ways to Use Content:Start, Stoke, and Speed Up Engagement Pursuant.com | @pursuant | benstroup.com | @ben_stroup

•  Nonprofits exist to solve a problem.""•  Engagement is not limited to donors.""•  Not trying new things is robbing leaders of impact

opportunities.""•  Content Marketing is systematic and process-driven. It

exists at the intersection of marketing, communications, and technology. "

A Few Observations …

Acquisition/Introduction

Retention/Cultivation

Assimilation/Connection Attrition/Graduation

Lifecycle Of Engagement

Everyone is always selling something.

To Sell is Human

Nonprofits sell… • Significance"• Purpose/Meaning"• Community"•  Impact""Through…""•  Volunteer opportunities"•  Outreach"•  Social influence"•  Donations"

What exactly do nonprofits sell?

Consumer habits have changed.

• People are more likely to discover you online before they

meet you in person.""• What others say about you is more important than what

you say about you.""• People are generally skeptical; they want to validate you

before they will engage with you.""

How have buying habits changed?

How we find what we’re looking for is changing.

•  Social media"•  Google"•  Peer networks"•  Events"•  Direct Mail"•  Email"•  Books/eBooks"•  Web"•  Podcasts"

Where will other discover you?

What we're looking for is changing.

90%

of consumers find custom content useful.

Custom Content—Wanted!

78%

believe that organizations providing custom content are interested in building

good relationships with them.

Custom Content Changes Perspective

•  Engage others who want to create the same kind of change

we do.""•  Prompt conversation with qualified donors.""•  Provide a reason to connect “in between” personal

encounters.""• Be actively present in places where others are likely to

look for what you have to offer."

Content Marketing Can Help You …

7 Ways Content Can Start, Stoke, and Speed Up Engagement

ONE

Send a "content series" to a potential donor or supporter who has expressed interest in your organization.

TWO

Blast mobile-sensitive content to your existing database to remind them you still exist.

THREE

Create and distribute content in a variety of formats to satisfy a variety of consumption habits.

FOUR

Create content with the intent to empower others to share on your behalf.

Make the content:

•  Relevant •  Useful •  Timely

FIVE

Offer downloadable content as a prompt to get vital information about the user. (Hint: Permission.)

SIX

Include content as part of your follow up to a conference call or in-person meeting.

SEVEN

Use content to outline a plan of action that shows how others can help themselves—and you. (Hint: Calendar prompts.)

•  Elevate you above the noise.""•  Add value to others.""•  Affirm that you are relevant and effective."

Strategically Using Content Will …

"•  Limit your dependence on in-person events or encounters.""•  Focus your efforts on owned and earned media to complement paid

media exposure.""•  Enhance community-building exercises through regular and consistent

digital access to the author and his thoughts, perspectives, and life experiences."

"•  Involve a variety of channels to ensure a broad base of the audience is

reached.""•  Ensure consistent delivery on the brand promise to build trust.""•  Develop and deploy subscriber philosophy to turn anonymous

supporters into a base of people that can be known and communicated with strategically."

Consistent Execution Of Fundamental Strategies Will…

“I understand your world.”

and

“I’m not here to waste your time asking you to teach me about your business.”

- from The Challenger Sale by Matthew Dixon and Brent Adamson

Engagement Systems Lead to Sustainability and Growth

Ben Stroup T: @ben_stroup"W: benstroup.com"G+: gplus.to/benstroup"E: ben.stroup@pursuant.com"