#NPcontent @FusionSpark About Us NYCON Presents Community Focus ! Statewide Impact ! Na5onal Network Essentials of Nonprofit Content Marketing Presented by Russell Sparkman FusionSpark Media, Inc Essentials of Nonprofit Content Marketing Wednesday, October 29, 14
This slidedeck accompanied Russell Sparkman's presentation at the New York Conference on Nonprofits' annual Camp Finance gather at Mohonk Mountain House, October 9th and 10th.
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Content Case Studies
Wednesday, October 29, 14
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Whidbey Camano Case Study
Content Case Studies
Wednesday, October 29, 14
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Whidbey Camano Case Study
Content Case Studies
Wednesday, October 29, 14
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Whidbey Camano Case Study
Content Case Studies
Wednesday, October 29, 14
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Whidbey Camano Case Study
Content Case Studies
Wednesday, October 29, 14
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Whidbey Camano Case Study
2xIncrease in Email Database Size
+ 60,000 (22%)Increase in Website Traffic
2xIncrease in Open Rate
Content Case Studies
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Content Case Studies
Wednesday, October 29, 14
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Content Case Studies
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FusionSpark Nonprofit Clients
What’s in the shared DNA of these projects?
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All the projects have a
Written Content Strategy
Written Content Strategy
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Random Actsof Marketing
Eliminate Random Acts of Marketing
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Random Actsof Marketing
Eliminate Random Acts of Marketing
Wednesday, October 29, 14
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Wednesday, October 29, 14
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It’s All About Story ... or Is It?
Wednesday, October 29, 14
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It’s all about telling your story, right?
It’s All About Story ... or Is It?
Wednesday, October 29, 14
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It’s all about telling your story, right?
Well, no ... not entirely.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
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Story, without strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
#NPcontent@FusionSpark
Story, without strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
#NPcontent@FusionSpark
Story, without strategy and marketing
technology.
Story, with strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
#NPcontent@FusionSpark
Story, without strategy and marketing
technology.
Story, with strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
#NPcontent@FusionSpark
Wednesday, October 29, 14
#NPcontent@FusionSpark
Wednesday, October 29, 14
#NPcontent@FusionSpark
Wednesday, October 29, 14
#NPcontent@FusionSpark
2014/2015 NonProfit Content Marketing Survey
Does your organiza8on use content marke8ng to market its products, services, or support to prospects or exis8ng customers?
Q:
In Both 2014 & 2015
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92% Amount of Nonprofits said that they do content marketing.
2014/2015 NonProfit Content Marketing Survey
61%2014
2015
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2014 Definition of Content Marketing:
2014/2015 NonProfit Content Marketing Survey
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.
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25% Amount of Nonprofits who do content marketing, and have a written content strategy.
2014/2015 NonProfit Content Marketing Survey
23%2014
2015
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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
vs.
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Being effective or not at Nonprofit Content Marketing
depends upon having a
written content strategy.
NonProfit Content Marketing Survey
Wednesday, October 29, 14
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"If you don't know where you are going, you will wind up somewhere else."
~ Yogi Berra, NY Yankees Manager
Written Content Strategy
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"Without strategy, content is just stuff."
~ Arjun Basu, VP of Content Strategy, Spafax
Written Content Strategy
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Essentials focused upon are:• A Written Content Strategy
• Marketing Technology Tactics
Nonprofits & Content Marketing
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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
Written Content Strategy
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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
Written Content Strategy
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Marketing Technology is the rocket.Content is the fuel.