Kivi Leroux Miller @kivilm #cm4np

Free worksheets that go with the book: kivilm.com/hello

What is

Content Marketing?

Most nonprofit comm is like this

Interrupting . . .

When it should be like this

versus Attracting

Content Marketing . . . Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.

Aren’t we already doing that?

Here are three

Key Differences

The end of the

“target audience”

1

The End of the “Target Audience”

1

Comms = Promises

Made & Kept

2

http://www.flickr.com/photos/momcat14c/6882351857

http://www.flickr.com/photos/stevendepolo/4137096855

The Power in Becoming a

Favorite Cause

3

http://ww

w.flickr.com

/photos/honan/2841167899

IT’S AN ADVENTURE! The book uses a backpacking metaphor to explain the whole content marketing process.

http://www.flickr.com/photos/jasonpratt/4244195298/

I. FINDING A NEW PATH: The Power of Content Marketing • The case for making the shift • Understanding how it’s

different • Setting goals and measuring

progress

You create communications that

are relevant to their lives.

You understand your donors’ inner angels.

1

2

http://www.flickr.com/photos/epsos/8067736728

You create opportunities for people to connect and engage.

You become a favorite organization.

3

4

http://www.flickr.com/photos/stickergiant/8046982406

People say Yes! when

you ask them.

You get what you need to achieve

your mission!

6

5

http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958

Win!

http://ww

w.flickr.com

/photos/bignavijp/3891400468

II. WHO WILL GO WITH YOU: Redefining Your Marketing Relationships • What supporters, participants, and influencers want from

you • The voice and style you want to be known for • How to staff your content strategy

“Our biggest group on Facebook is the artist community and they tend to respond to the art-in-process posts. When we post pictures, people will respond saying they know the artist, or will ask technical questions about the pieces.” Rachel Hicks, Director of Programs and Communications, Archie Bray Foundation for the Ceramic Arts

Quote Source: Content Marketing for Nonprofits

“Social media gave the HSUS an opportunity to humanize a brand that is considered by many to be “old school.” We’ve tried to create a persona of being responsive and fun, but caring about the core issues too.” Carie Lewis Carlson, Deputy Director, Online Communications, HSUS

Quote Source: Content Marketing for Nonprofits

“I tend to post links to helpful information like home repair and maintenance tips and budgeting ideas. I try to link the advice to current events. Rainy day? I’ll post about why it’s important to have clean gutters.” Amanda Welliver, Communications Coordinator, Community Neighborhood Housing Services

Quote Source: Content Marketing for Nonprofits

http://ww

w.flickr.com

/photos/kevingessner/4974188368

III. ENVISION THE JOURNEY: Preparing Your Content Marketing Plan • Sketching out your big picture

communications timeline • Deciding on your core topics • Designing your editorial

calendar • Repurposing your original

content • Merging in what you can’t plan

The Broccoli: What you want to write

http

://w

ww.

flick

r.com

/pho

tos/

chef

rand

en/7

4113

5828

The Cheese: What they want to read

http

://w

ww.

flick

r.com

/pho

tos/

nate

/412

7683

97

Thus, the messy reality of your nonprofit communications strategy

http

://w

ww.

flick

r.com

/pho

tos/

habe

sha/

3993

5564

3

CHEESE!

CHEESE!

BROCCOLI!

IV. SET OUT ON YOUR TREK: Implementing Your Content Marketing Strategy • Creating relevant content for

here and now • Reliable content that always

works • Curating content created by

others • Using metaphors and humor • Using tech to implement your

strategy

http://www.flickr.com/photos/nagy/8235683007

http://ww

w.flickr.com

/photos/honan/2156579638/

V. THE RIGHT PROVISIONS FOR THE JOURNEY: What You Need to Know about the Channels You Choose • Websites • Blogs • Email • Print newsletters • Facebook • Twitter • Google+ • Video • Images • Pinterest • Mobile devices

Coming Next . . . • Workbook • Book Club • E-Clinics

Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits ContentMarketingForNonprofits.com kivi@ecoscribe.com

Free worksheets that go with the book: kivilm.com/hello