Essentials of Nonprofit Content Marketing

#NPcontent@FusionSpark

About Us NYCON Presents

Community)Focus))))! )Statewide)Impact))))!))))Na5onal)Network)

Essentials ofNonprofit Content Marketing

Presented byRussell Sparkman

FusionSpark Media, Inc

Wednesday, October 29, 14

RussellSparkman

KevinSparkman

About Us NYCON Presents

Community)Focus))))! )Statewide)Impact))))!))))Na5onal)Network)

Presented byRussell Sparkman

FusionSpark Media, Inc

1stFSM

ContentBlog

2009 2011 2013

Google Trends - “Content Marketing”

ContentMarketingWorkshop

Retreat

Additional Background

What isContent Marketing?

Nonprofits & Content Marketing

(and why should Nonprofits care?)

It’s inevitable.

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Press Releases

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Facebook Posts

Press ReleasesSEO eMail

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Facebook Posts

Press ReleasesSEO

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PhotographyEbooks

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Slidedecks

Facebook PostsPress Releases

eMailInfographics

White Papers

WebinarsTweets

Slidedecks

Facebook PostsPress ReleasesSEO WebinarsTweets

Slidedecks

Facebook PostsPress ReleasesWednesday, October 29, 14

Our Nonprofithas unlimited

human &financial resources

ContextCase StudiesClarity

Decades of Limited Media Outlets

Then along came the Internet ...

Birth of the Internet

Then along came the Internet ...

(First person to tell us Month and Year of NetscapeNavigator launch will get a copy of Joe Pulizzi’s Get Content, Get Customers)

Birth of the Internet

Digital Marketing Landscape

Introduction

#NPcontent

Introduction

#NPcontent

Social Media,Circa 2006

Your Nonprofit

Social MediaCirca 2014

You have to“feed the beast.”

And you havezero choice.

You have to“feed the beast.”

Feels overwhelming, doesn’t it?

The Good News ... Nonprofits have unprecedented opportunities to tell their own story, to engage with constituents and to drive conversions.

Marcus SheridanRiver Pool & Spas

Plows, to Pools, to Purpose

So, What Is Content Marketing?

Content marketing is an approach to creating and

distributing valuable, relevant and consistent

content to attract and acquire a clearly defined

audience – with the objective of building community,

driving engagement and influencing actions.

And this matters because ... ?

Nonprofits of all sizes are competing for attention and financial support.

Strategic, engaging content can put an organization at the center of the digital universe for its area of focus to achieve nonprofit goals.

View Video

RussellSparkman

KevinSparkman

About Us

ShortFast-pacedEducates

EntertainsInspires

4.8MillionViews

Meet ChunaMini-Documentary (3 Min)

Chuna teaches herself to read

Produced for READ Global

Blogger outreach, based on themes

Picked up by Upworthy

Saw a 54% uptick in total # of donors

Content Case Studies

FusionSpark Media’s Palmyra Atoll contenthelped The Nature Conservancy raise “significant funds.”

~ Chuck Cook, Project Director, 2003

#1on Google since 2005

$270,000Equates to

in monthly SEO fees.

The website and videos supported the capital campaign which raised millions.

Whidbey Camano Case Study

2xIncrease in Email Database Size

+ 60,000 (22%)Increase in Website Traffic

2xIncrease in Open Rate

FusionSpark Nonprofit Clients

What’s in the shared DNA of these projects?

All the projects have a

Written Content Strategy

Random Actsof Marketing

Eliminate Random Acts of Marketing

Random Actsof Marketing

Eliminate Random Acts of Marketing

It’s All About Story ... or Is It?

It’s all about telling your story, right?

Well, no ... not entirely.

Story, without strategy and marketing

technology.

Story, with strategy and marketing

technology.

Story, with strategy and marketing

technology.

2014/2015 NonProfit Content Marketing Survey

Does your organiza8on use content marke8ng to market its products, services, or support to prospects or exis8ng customers?

In Both 2014 & 2015

92% Amount of Nonprofits said that they do content marketing.

61%2014

2014 Definition of Content Marketing:

2015 Definition of Content Marketing:

For the purposes of this section, content marketing is the creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.

Content marketing is 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 profitable customer action.

25% Amount of Nonprofits who do content marketing, and have a written content strategy.

23%2014

63%of Nonprofit professionals with a written content strategy rate themselves as highly effective.

35%of Nonprofit professionals without a written content strategy rate themselves as highly effective.

2015 NonProfit Content Marketing Survey

Being effective or not at Nonprofit Content Marketing

depends upon having a

written content strategy.

NonProfit Content Marketing Survey

"If you don't know where you are going, you will wind up somewhere else."

~ Yogi Berra, NY Yankees Manager

"Without strategy, content is just stuff."

~ Arjun Basu, VP of Content Strategy, Spafax

Essentials focused upon are:• A Written Content Strategy

• Marketing Technology Tactics

Problems Addressed by a Written Content Strategy:

• Not Knowing Where or How to Start

• Lack of Guidance, as in Specific Desired Outcomes

• Too Many Experts, i.e. Too Many Chefs in the Kitchen

• Not Enough Time to Get It All Done

• Generational and /or Experience Gaps

• No Funding for Content

• Not Knowing What To Measure, Having a Plan to Measure

• Not Knowing How To Structure Roles & Responsibilities

Essentials of a Well-Written Content Strategy:• Budget the Plan, Plan the Budget• Perform a Content Audit• Include All Stakeholders (Directors, Staff, Board)• Research and Listen to Interests of Target Audiences• Define Calls to Action, Align Content & Technology with Actions• Plan Content Not for Content’s Sake, But For Outcomes• Define Editorial Tone• Define Editorial Calendar• Identify KPIs to Measure, Report and Adjust• Capture Ideas For Later Implementation• Specify Marketing Technology Requirements

Marketing Technology is the rocket.Content is the fuel.

Group Project

The Editorial Calendar

1 - 7 - 30 - 4 - 2 - 1

The Editorial Calendar

1 - 7 - 30 - 4 - 2 - 1Daily Weekly Monthly Quarterly Semi-

AnnuallyAnnually

Great Websites are Essential It’s your digital storefront. The first impression.

Great Websites Are Key

Mobile, mobile, mobile ... You might even be watching this webinar on your tablet!

Going Mobile ...

98% of GenY and 86% of

GenX use a mobile as

their only phone and

62% / 47% would give a

donation to a nonprofit

on a mobile device.

Going Mobile ...

Landing Pages = Secret Weapon Delivering a personalized and tailored experience.

It’s All In The Landing ...

• Branded + Personalized

• Info capture

• Custom ask amounts / giving levels, monthly and honor giving

• Social proof

• Tailored confirmation (web page + email)

• Segmentation & Triggers

Email is Still King But “batch and blast” is a thing of the past.

It’s Not Your Grandpa’s Email

Relevance Curve

1 month 2 to 3months

4 to 6months

7 to 12months

Year 2 Year 3

Time on Housefile

Org #1Org #2Org #3

The honeymoon period to engage new subscribers is greatest in the first 45-60 days.

• Automated

• Targeted

• Multi-part

• Trigger based

• Fueled by great content

Takeaways

•Great Website + Mobile Ready

•Landing Pages + Smart Donation Forms

•Automated Email Welcome Series

None of this works well without a great content marketing strategy.

Content is Gold.Content is Gold.

#NPcontent@FusionSparkValuable Investment

#NPcontent@FusionSparkRuns in Veins

#NPcontent@FusionSparkIt’s Conductive

#NPcontent@FusionSparkIt’s Malleable

#NPcontent@FusionSparkContent is Currency

#NPcontent@FusionSparkContent Lends Status

#NPcontent@FusionSparkIt’s Marketing Bling

Longlasting ROI1 Year, Top Shared Video View Video

Longlasting ROI1 Year, Top Shared Video

Highly ConductiveCute characters, catchy tune

View Video

Very MalleableFrom internet video to game app

View Video

Very MalleableFrom internet video to game app

Results$60 Million, Earned Media; 25% Reduction in Accidents

View Video

And for dessert ...

Essentials of Nonprofit Content Marketing

Marketing

2015 AMA Nonprofit Marketing Conference Schedule AMA... ·....

2017 AMA Nonprofit Marketing Conference Schedule AMA... ·....

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