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Churches want to reach more people with an
important message. But so many of their methods
are no longer effective.
Postcards, Flyers, and Yelling on Social Media
don’t really work.
But there’s a better way to get noticed.
Businesses have been using it for a while…
It’s proven and effective…
If you want to build awareness, try
advertising. But if you want to inspire action,
use content.
Content marketing focuses on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly-defined
audience.
HERE’S THE DEFINITION OF CONTENT MARKETING…
Valuable, Relevant Content
A Clearly Defined
Audience
Earn the Right to Invite
THINK ABOUT IT…
These are the people you’re
trying to reach.
You’ve already got
this!
This is what you want
them to do.
Why Churches DON’T Use Content Marketing
I KNOW IT SOUNDS WIERD…
Some churches don’t know how
to use content marketing.
I agree…It sounds like something for corporations.
Most churches don’t want to spam people.
Also true…which is why you’re NOT going to do that.
A lot of churches are already busy with existing programs and
outreach methods.
How are they working? Could they work better?
Why Your Church SHOULD use Content Marketing
It’s cheaper than your current strategy.
Postcards, banners and ads are expensive and often don’t work.
It’s more effective than your current strategy.
If something works better, it’s good stewardship to try it.
It’s scalable and repeatable.
Once you figure out this system, you can use it time and time
again.
It’s a digital form of outreach.
The term “content marketing” might not resonate, but it’s really just a modern form of outreach.
Five Steps to Creating Content That Serves Your Community
CREATE A GIVEAWAY
1
Instead of blasting people with information, create something of
value they actually want.
You may not need to start from scratch!
Repurpose existing content.
Make it shorter and sharable.
GOOD NEWS!
Put your giveaway in an easy-to-download format like an eBook, checklist or
a short video.
Ask yourself, “What do people in our community
want to know or do?”
Here are some ideas…
EBOOK: I’m Brand New In Town
PDF: Ten Affordable Date Nights
VIDEO: Helping Kids Become Teenagers
Download a whole list of giveaway ideas for free.
MAKE A WEBPAGE
2
Not a website with menus and pages and options…a one-page website called
a LANDING PAGE.
Great landing pages usually don’t have a navigation menu.
!
!
Great landing pages have a strong headline to grab attention.
!
You can use an image or video to create interest.
!
Focus all of your words on describing the benefits.
!
Great landing pages have a clear and compelling call to action.
Landing Pages are about ONE THING. Make one to describe and “sell” your
free giveaway.
WRITE SOME EMAILS
3
Once people ask for your giveaway, you have
permission and opportunity to have a
conversation.
You can use a free tool like MailChimp to automatically
deliver a series of time-delayed
emails.
Here are the five emails you should write and
automatically deliver to those who ask for your
giveaway.
#1 - Here’s the free thing you asked for…
#2 - Here’s some more help on the the same topic…
#3 - Can I ask you a question about the topic…
#4 - Here’s some more help and a little hint…
#5 - I’d like to invite you to do this…
Then…you can send relevant “one-off” emails…
PROMOTE WEBPAGE
4
Once you’ve got a giveaway, an
autoresponder and a landing page, your
system is all set. But…
It’s time to get as many people as possible to LOOK AT that landing
page.
Tip #1: Put your call to action everywhere.
!
Here’s a tasteful popup banner on a website.
Tip #2: Ask your church to share.
Tip #3: Run targeted ads on the channel of your choice.
!
Here’s a good looking Facebook mobile ad from Ramit Sethi. If you do it right, you can “buy” clicks for just a few pennies.
I ran this ad for one of my giveaways and got 1500 clicks for $150.
MEASURE RESULTS
5
The reason content marketing works is you can measure real-time results
and track activity. It’s based on fact, not feeling.
!
These are the stats for some of my giveaways. I measure the
conversion rate (how well the page is working)
Conversion Rate of Landing
Page
Open Rate of Emails
Click Rate of Emails
THREE NUMBERS TO TRACK
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