Elle Marketing and Events

Creating and Repurposing Content—Saying Everything (and more) in Less Time

Content marketing is a long term relationship. Not a one night stand. ~ Unknown

Let’s start at the beginning…

What exactly IS great content marketing?

Great content marketing is telling a great story to the right audience, in the right place, at the right time.

– Lydia Martinez, Elle Marketing and Events

“Marketing is About Awareness, Authority and Affinity.

Requesting Support is about Action.

They are not one and the same.”

The starting is the hardest part…

So, where do I start?

1. Find your Voice2. Follow the 90/10 rule3. Use Content Pillars4. Create a Call to Action

Then: Recycle. Reuse. Repeat.

Find Your Non-Profit Voice

Things to think about:

• What is the personality of your non-profit?

• Who are you talking to?

• What is important to them?

• What are the pain points you solve through your mission?

• How are you making a difference?

Write it out.

Ask yourself…

Who are talking to? This helps you create your golden content.

Follow the 90/10 Rule for Content90% of Your Content Should Be Service-Related.

• GIVE people a reason to follow you

• GIVE them a story

• GIVE them a feeling or a laugh

• GIVE some inspiration

10% of Your Content Should Be About the Ask

• ASK for them to take action

• ASK for a small commitment

• Ask for a BIG commitment

• ASK for support

This is what your content should look like…

10%

90%

The Ask

Service Content

Are you serious about that 90/10 thing?

How do I come up with that much content? We’re going to break it down into content pillars

• Awareness

• Authority

• Affinity

• Action

So really, this is what your content should look like…

10%

30%

30%

30%

Action

Awareness

AuthorityAffinity

AWARENESS: future supporters, members, donors,

or recipientshave to hear about you 7-15

times BEFORE they even remember who you are

AUTHORITY: potential stakeholders have feel

confident that you know your stuff BEFORE they

will support your organization.

AFFINITY: new stakeholders want to feel

like they know your organization and what you

do BEFORE they will choose to get involved.

Only then will they take ACTION. But only if you ask them to do something.

The 4 Content PillarsAwareness Authority Affinity Action

Let your audience know WHO you are

Let them know WHAT you do & HOW you do it

Let them know WHY you do it

Ask them to DO something

Humor Reviews Behind the Scenes Follow Us

Quotes Tips Storytelling Sign Up

Photos Videos Livestreams Donate Now

The most important part?

A Strong Call To ActionIf you aren’t asking the people interacting with your content to take action…

You might as well not bother creating content.

Still need ideas on content?

Create a Variety• Long • Short • Visual• Micro

Content Pillar Ideas

Type of Content Awareness Building Content

Authority Building Content

Affinity Building Content

Call to Action Content

Long Round-ups Quizes Links to other content

Case Studies Blog Posts News Articles Awards Press Releases Podcast Interviews Guides Whitepapers

Interviews Storytelling How I got here

(Big Commitment) Landing Page Book Now Call Now Buy Now

Short Humor Memes Quotes Light Questions Influencer Shares Shoutouts

Reviews Testimonials Checklists How Tos

In the moment posts Value Mission Wins Updates Releases

(Medium Commitment) Message Us Sign Up Give us your phone # Give us your email Come in / Stop by

Visual GIFs 5-30 Second Videos Photos

Educational Videos Livestreams (product) Demonstrations Infographics

Behind the Scenes Customer Feature Employee Feature Faces

(Small Commitment) Watch this video

Micro #Hashtags Account Tags Geo or Location Tags Emojis

Q&A Tips “Did you know…” Tweet

What we’re up to now (Micro Commitment) Learn more Follow Us

Let’s Talk the 4 R’s of Content!

Don’t just use your content once

• Repurpose

• Refresh

• Recycle

• Reuse

And do it on a schedule!

Content Mapping Planner Created by Elle Marketing and Events

Content Pillar Content Goal

Awareness | Authority | Affinity | Action

Content Type

Content Ideas

Content Format

Long:

Short:

Visual:

Micro:

Publishing Dates:

Content Type

Content Ideas

Content Format

Long:

Short:

Visual:

Micro:

Publishing Dates:

Content Type

Content Ideas

Content Format

Long:

Short:

Visual:

Micro:

Publishing Dates:

Map Out Your Content

Do it ONCE and mine it for a Loooooong time.

I’m Ready With Ideas. Now What?

Every Non-Profit Has A Story. Tell Yours.

Wrapping Up

Questions?

• Lydia Martinez, Elle Marketing and Events

• Website: www.ellemarketingandevents.com

• Email: lydia@ellemarketingandevents.com

• Phone: 801.900.6618