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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

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•  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?

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You NFP

You need content & have distribution

They have content, & need distribution

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What’s so good about NFP content?

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User Generated Content

+ Backlinks +

Engagement Shareability Search visibility

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Human stories

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Next gen sponsorships: from CSR to KPIs

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Superficial

Low differentiation

Broadcast Engagement

Integrated

High saliency

Hard to evaluate Measureable

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Next gen sponsorships: from CSR to KPIs

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Ticking a box Driving your business

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Brand + cause projects

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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

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Veterans United essentially used a cause to launch an entire product & brand

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Extreme content marketing – Chipotle

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Chipotle set up the ‘Cultivate Foundation’ and eschewed all other marketing

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Making charitable partnerships work hard

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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

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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

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Community Engagement + Ingenious

Fundraising + Human stories

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How are we offering it? Content package

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•  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?

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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?

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OR

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