Nonprofit 911 › files › NP911_02.04.14_Kick Start Your 201… · Content Marketing Plan •...
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Nonprofit 911: Kick Start your 2014 Marketing Calendar with Great Content featuring Kivi Leroux Miller Audio for this event will be available beginning at 1 pm ET via your computer speakers or headphones If you are unable to listen to your computer audio, please close the Audio Broadcast panel and click the Request Button below the participant panel to get dial-in info.
Transcript of Nonprofit 911 › files › NP911_02.04.14_Kick Start Your 201… · Content Marketing Plan •...
Nonprofit 911: Kick Start your 2014 Marketing Calendar
with Great Content featuring Kivi Leroux Miller
Audio for this event will be available beginning at 1 pm ET via your computer speakers or headphones
If you are unable to listen to your computer audio, please close the Audio Broadcast panel and click the Request Button below the participant panel to get dial-in info.
#Nonprofit911
Kivi Leroux Miller
Today’s Speaker
#Nonprofit911
Kivi Leroux Miller @kivilm #cm4np
Kick Start Your 2014 Marketing Calendar with Great Content
Free worksheets: kivilm.com/hello Book club starts 2/17!
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?
#Nonprofit911
Here are three
Key Differences
The end of the
“target audience”
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The End of the “Target Audience”
1
Comms = Promises
Made & Kept
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http://www.flickr.com/photos/momcat14c/6882351857
http://www.flickr.com/photos/stevendepolo/4137096855
The Power in Becoming a
Favorite Cause
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/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.
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2
http://www.flickr.com/photos/epsos/8067736728
#Nonprofit911
You create opportunities for people to connect and engage.
You become a favorite organization.
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http://www.flickr.com/photos/stickergiant/8046982406
People say Yes! when
you ask them.
You get what you need to achieve
your mission!
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http://www.flickr.com/photos/audiolucistore/7403731050 http://www.flickr.com/photos/usnavy/5601169958
Win!
As you create your 2014 marketing calendar . . . Connect the dots between your comms and your mission. Reevaluate the role of each communications channel you are using.
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/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
As you create your 2014 marketing calendar . . . Give as much thought to your voice, style, and tone – and how you want others to react to that – as you give to the topics you write about.
http://ww
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/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
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The Cheese: What they want to read
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Thus, the messy reality of your nonprofit communications strategy
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CHEESE!
#Nonprofit911
CHEESE!
#Nonprofit911
BROCCOLI!
#Nonprofit911
As you create your 2014 marketing calendar . . . Add ample amounts of cheese to your editorial calendar! Where you are communicating with new people, start with the cheese.
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
• How-To Articles • Advice Columns • FAQs • First-Person Accounts • Lists • Take a Position • Respond to Someone Else • Round-ups • Debunk Myths • Add Clarity and Context • Local Angle on National News
Your Content Swiss Army Knife
• A dramatic story • Timeline or time lapse • Before and after • Behind the scenes • Overcoming an unusual
challenge • Client testimonials
When Focusing on Results
As you create your 2014 marketing calendar . . . Use the Six Rs of Message Relevance to keep you on track, and when in doubt, pick a format from the Content Swiss Army Knife.
http://ww
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/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
Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits ContentMarketingForNonprofits.com [email protected]
Free worksheets: kivilm.com/hello Book club starts 2/17!
Q&A:
#Nonprofit911
Thank You Kivi!
#Nonprofit911
Join us February 18, 2014 @ 1pm EST How Social Enterprise Can Transform Your Nonprofit
w/ Social Enterprise Alliance President and CEO, Kevin Lynch
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