Nonprofit Content Marketing - research results and real examples
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Content marketing for nonprofits Toronto Net Tuesday: #Net2TO May 12, 2015 Marlene Oliveira @mo_flow
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Transcript of Nonprofit Content Marketing - research results and real examples
Content marketing for nonprofits
Toronto Net Tuesday: #Net2TO May 12, 2015
Marlene Oliveira @mo_flow
About me
Marlene Oliveira • Copywriter and communications consultant to
nonprofits, moflow
• Founder, Nonprofit MarCommunity • #NPMC chat
• Trainer, facilitator
About you
What does content marketing look like at your organization right now? For those following online: #Net2TO
“Content marketing is the only marketing left.”
-Seth Godin, 2008
What is content marketing?
Nonprofit Content Marketing: 2015 Benchmarks, Budgets and Trends Content Marketing Institute and Blackbaud
A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive action.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
61% of nonprofits are using content marketing
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive action.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content marketing goals
Content marketing goals
" Brand awareness (87%)
" Engagement (84%)
" Client/Constituent Retention/Loyalty (82%)
" Client/Constituent Acquisition (79%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content marketing goals
" Fundraising (68%)
" Advocacy (61%)
" Program Delivery (56%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
From #NPMC chat
Tactic usage
" Nonprofit professionals use an average of 12 content marketing tactics.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content marketing tactics
" Social media - other than blogs (93%)
" In person events (89%)
" E-newsletters (88%)
" Articles on your website (86%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content marketing tactics
" Illustrations/Photos (86%)
" Videos (82%)
" Blogs (58%)
" Infographics (53%)
" Print newsletters (53%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content marketing tactics
" Print magazines (44%)
" Case studies (41%)
" Microsites (41%)
" Research Reports (40%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Effective tactics
" In-person events (74%)
" Illustrations/Photos (65%)
" eNewsletters (64%)
" Social Media Content – other than blogs (63%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Effective tactics
" Print Magazines (60%)
" Print Newsletters (57%)
" Videos (54%)
" Microsites (53%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
2015 Nonprofit Communications Trends Report Nonprofit Marketing Guide.com
Top nonprofit comms goals for 2015
" Engaging community (57%)
" Retaining current donors (51%)
" General brand awareness (51%)
" Acquiring new donors (50%)
" Thought leadership (33%)
Source: 2015 Nonprofit Communications Trends Report
Top communications channels in 2015
" Website
" Social media
" In-person events
" Print marketing
" Media relations/PR
Source: 2015 Nonprofit Communications Trends Report
“[The] give-first mentality is the essence of a good relationship. It’s also increasingly true of content marketing, which as of 2015 is officially the fastest-growing marketing channel for most businesses.”
-Contently, State of Content Marketing 2015
Content marketing challenges
" Lack of budget
" Measuring content effectiveness
" Producing engaging content
" …
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
IN-PERSON EVENTS
Techsoup Canada
ILLUSTRATIONS/PHOTOS
Girl Guides of Canada
Girl Guides of Canada
eNEWSLETTERS
Heart and Stroke Foundation of Canada
VIDEO
Plan Canada
BLOGS
Canadian Red Cross
INFOGRAPHICS
Imagine Canada
MICROSITES
David Suzuki Foundation
RESEARCH REPORTS
Nonprofit Technology Network
PODCASTS
Greenpeace Canada
OTHER EXAMPLES TO SHARE?
Where to start?
" What are you already delivering?
" Shift to attracting
" Measurement
" Document your plan
2015 Digital Outlook Report Care2, hjc, Nonprofit Technology Network
Three tactics with most increased focus
" Videos (68.44%)
" Images (63.27%)
" Infographics (58.27%)
Source: 2015 Digital Outlook Report
“Any successful inbound marketing strategy is based upon content creation and distribution, via blogging, social media, downloads and email marketing in order to generate, nurture and close leads.”
Source: 2015 Digital Outlook Report
“Organizations that blog have 55% more website visitors.”
-Hubspot’s An Introduction to Blogging for Nonprofits
“But inbound is also about ensuring that your audience finds your content through search engine marketing and search engine optimization.”
Source: 2015 Digital Outlook Report
Right tools
" Mobile friendly websites/emails
" Google Analytics
" Optimized landing pages/websites
" Good data tracking
Source: 2015 Digital Outlook Report
Helpful resources
Content Marketing Institute blog:
" The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer (ebook)
" The CMI Content Marketing Framework: 7 Building Blocks to Success (ebook)
Contently blog
Nonprofit MarCommunity blog
Marlene Oliveira @mo_flow
moflow.ca
