Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation.
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Transcript of Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation.
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Content marketing opportunities with charities: why you should care
Camilla Cooke 21.03.14
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What you need
Cure Brain Cancer Foundation 2
• Low cost, low resource content marketing opportunity. • Turn-key solution with a fast delivery. • Measureable against business objectives. ….that will make you a hero internally.
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Why work with an NFP?
Cure Brain Cancer Foundation 3
You NFP
You need content & have distribution
They have content, & need distribution
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What’s so good about NFP content?
Cure Brain Cancer Foundation 4
User Generated Content
+ Backlinks +
Engagement Shareability Search visibility
=
Human stories
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Next gen sponsorships: from CSR to KPIs
Cure Brain Cancer Foundation 5
Superficial
Low differentiation
Broadcast Engagement
Integrated
High saliency
Hard to evaluate Measureable
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Next gen sponsorships: from CSR to KPIs
Cure Brain Cancer Foundation 6
Ticking a box Driving your business
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Brand + cause projects
Cure Brain Cancer Foundation 7
Adopt a cause & create a whole content set around it – great for brand, visibility, engagement – but significant undertaking + less integrated with main brand, product
Amex, “Small Business Saturday”
BOM + Khan Academy, “Better Money Habits”
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Extreme content marketing – Veterans United
Cure Brain Cancer Foundation 8
Veterans United essentially used a cause to launch an entire product & brand
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Extreme content marketing – Chipotle
Cure Brain Cancer Foundation 9
Chipotle set up the ‘Cultivate Foundation’ and eschewed all other marketing
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Making charitable partnerships work hard
Cure Brain Cancer Foundation 10
Separate cause-based programmes require high investment & can limit immediate SEO value & longevity
Extreme content marketing using a cause
is either high risk or the luxury of a highly resourced brand
So how to we make simpler charitable partnerships work harder?
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Making charitable partnerships work hard
Cure Brain Cancer Foundation 11
What you don’t want
What you do want
More general feelgood Ability to weave words about the brand/product into engaging content on your web pages
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What are we offering? Content
Cure Brain Cancer Foundation 12
Community Engagement + Ingenious
Fundraising + Human stories
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How are we offering it? Content package
Cure Brain Cancer Foundation 13
• Low commitment. • Low cost, low resource. • Turn-key solution with a fast delivery. • Measureable against business objectives.
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What are the benefits?
Cure Brain Cancer Foundation 14
SEO boosting links
Multi format & channel
Measurement
Proof of concept
As video, graphic, text, transcript, blog, slideshare + formatted versions for fb, linked in, G+, pinterest etc.
Full analysis of results vs objectives
Quality not quantity – domain authority, page authority, author rank
Case study for internal use for further content marketing
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Next steps?
Cure Brain Cancer Foundation 15
OR
16 Cure Brain Cancer Foundation 16
curebraincancer.org.au