What's Your Non-Profit's Content Marketing Strategy?

Lori Halley 14 July 2010 0 comments

Six out of 10 professional marketers are spending more on content marketing in 2010, for the third year in a row. The rise of blogs and other social media makes online content creation a growing focus for non-profit sector, too. Why? Because content marketing works.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing.... The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
~ What is Content Marketing? | Junta42.com

Does your non-profit have a content marketing strategy?

Blog posts (and comments!), videos, podcasts, text messaging campaigns, shared documents and presentations, forum posts, Flickr photos, wiki contributions, social profiles, product reviews, Twitter tweets, Facebook status updates, even the executive director’s after-hours Foursquare check-in... It all plays into the overall image of your organization online.

Directed by your content marketing strategy towards a clear objective, all that fresh content can help to keep your non-profit and its core mission before the public eye. Equally important, your organization’s online presence helps to establish a  real connection with those people you want to reach, recruit, and retain as mission supporters. 

Content drives the Internet, and consumers are looking for information that solves a problem, not immediate sales pitches.... The individuals and businesses that are having the most success online tend to take an approach that involves a high ratio of valuable content that seems to no sales agenda, mixed with periodic promotional messages.
~ Content Marketing 101: How to Build Your Business With Content | Copyblogger.com

In short, developing content isn’t a choice : it’s core to marketing your organization online.

Content creation is easy... but will it stand out in a crowd?

It's not enough simply to put words (or video or audio or images) on the screen and hope to sell your audience. Value is key. Because there's a lot of competition for attention, and the fight for audience share will only get tougher as even more marketing budgets are devoted to digital content creation.

The good news for cash-strapped non-profit folks? Creating remarkable content “takes brain power, creativity and passion more than budget...”

There is no limit to what you can do with digital technology + creativity.

To prove it – with solid ideas for how your own organization can use digital content to more effectively market itself and its mission – Adam Singer has put together a great presentation full of practical advice and concrete examples. Enjoy, learn, and create!

Adam Singer’s presentation turns the spotlight on a number of companies whose content marketing has produced great results – but hey! where are the non-profit case studies here?  Help us out in the comments – What non-profits do you know who are doing great stuff in content marketing?

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Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Wednesday, 14 July 2010 at 4:55 PM

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