Nonprofit Content Marketing - research results and real examples
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Transcript of Nonprofit Content Marketing - research results and real examples
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Content marketing for nonprofits
Toronto Net Tuesday: #Net2TO May 12, 2015
Marlene Oliveira @mo_flow
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About me
Marlene Oliveira • Copywriter and communications consultant to
nonprofits, moflow
• Founder, Nonprofit MarCommunity • #NPMC chat
• Trainer, facilitator
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About you
What does content marketing look like at your organization right now? For those following online: #Net2TO
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“Content marketing is the only marketing left.”
-Seth Godin, 2008
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What is content marketing?
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Nonprofit Content Marketing: 2015 Benchmarks, Budgets and Trends Content Marketing Institute and Blackbaud
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A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive action.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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61% of nonprofits are using content marketing
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive action.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Content marketing goals
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Content marketing goals
" Brand awareness (87%)
" Engagement (84%)
" Client/Constituent Retention/Loyalty (82%)
" Client/Constituent Acquisition (79%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Content marketing goals
" Fundraising (68%)
" Advocacy (61%)
" Program Delivery (56%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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From #NPMC chat
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Tactic usage
" Nonprofit professionals use an average of 12 content marketing tactics.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Content marketing tactics
" Social media - other than blogs (93%)
" In person events (89%)
" E-newsletters (88%)
" Articles on your website (86%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Content marketing tactics
" Illustrations/Photos (86%)
" Videos (82%)
" Blogs (58%)
" Infographics (53%)
" Print newsletters (53%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Content marketing tactics
" Print magazines (44%)
" Case studies (41%)
" Microsites (41%)
" Research Reports (40%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Effective tactics
" In-person events (74%)
" Illustrations/Photos (65%)
" eNewsletters (64%)
" Social Media Content – other than blogs (63%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Effective tactics
" Print Magazines (60%)
" Print Newsletters (57%)
" Videos (54%)
" Microsites (53%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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2015 Nonprofit Communications Trends Report Nonprofit Marketing Guide.com
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Top nonprofit comms goals for 2015
" Engaging community (57%)
" Retaining current donors (51%)
" General brand awareness (51%)
" Acquiring new donors (50%)
" Thought leadership (33%)
Source: 2015 Nonprofit Communications Trends Report
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Top communications channels in 2015
" Website
" Social media
" In-person events
" Print marketing
" Media relations/PR
Source: 2015 Nonprofit Communications Trends Report
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“[The] give-first mentality is the essence of a good relationship. It’s also increasingly true of content marketing, which as of 2015 is officially the fastest-growing marketing channel for most businesses.”
-Contently, State of Content Marketing 2015
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Content marketing challenges
" Lack of budget
" Measuring content effectiveness
" Producing engaging content
" …
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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IN-PERSON EVENTS
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Techsoup Canada
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ILLUSTRATIONS/PHOTOS
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Girl Guides of Canada
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Girl Guides of Canada
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eNEWSLETTERS
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Heart and Stroke Foundation of Canada
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VIDEO
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Plan Canada
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BLOGS
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Canadian Red Cross
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INFOGRAPHICS
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Imagine Canada
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MICROSITES
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David Suzuki Foundation
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RESEARCH REPORTS
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Nonprofit Technology Network
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PODCASTS
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Greenpeace Canada
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OTHER EXAMPLES TO SHARE?
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Where to start?
" What are you already delivering?
" Shift to attracting
" Measurement
" Document your plan
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2015 Digital Outlook Report Care2, hjc, Nonprofit Technology Network
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Three tactics with most increased focus
" Videos (68.44%)
" Images (63.27%)
" Infographics (58.27%)
Source: 2015 Digital Outlook Report
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“Any successful inbound marketing strategy is based upon content creation and distribution, via blogging, social media, downloads and email marketing in order to generate, nurture and close leads.”
Source: 2015 Digital Outlook Report
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“Organizations that blog have 55% more website visitors.”
-Hubspot’s An Introduction to Blogging for Nonprofits
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“But inbound is also about ensuring that your audience finds your content through search engine marketing and search engine optimization.”
Source: 2015 Digital Outlook Report
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Right tools
" Mobile friendly websites/emails
" Google Analytics
" Optimized landing pages/websites
" Good data tracking
Source: 2015 Digital Outlook Report
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Helpful resources
Content Marketing Institute blog:
" The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer (ebook)
" The CMI Content Marketing Framework: 7 Building Blocks to Success (ebook)
Contently blog
Nonprofit MarCommunity blog
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Marlene Oliveira @mo_flow
moflow.ca