Creating and Repurposing Content—Saying Everything (and ...
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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
Transcript of Creating and Repurposing Content—Saying Everything (and ...
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: [email protected]
• Phone: 801.900.6618
