#SeringSharing I - 5 Best Content Marketing by Non-Commercial Brand

5 Best Content Marketing by Non-Commercial Brand

#SeringSharingE P I S O D E 1

Azarine Kyla Arinta

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.

What if you don’t aim for profitable costumer action. Can you still create a successful content marketing?

Y E S . Y O U C A N .

Non-profits have been using this type of marketing for years and they’re not looking

for profitable customer action.

T H E Y WA N T T O I N S P I R E . A N D D R I V E S A C T I O N T O WA R D S T H E I R C A U S E .

Sources: http://mashable.com/2012/03/02/content-marketing-non-profits/

5 Non-Profit Success Stories to Learn From

Big Brothers Big Sisters of America is a non-profit organization whose goal is to help all children reach their potential through professionally

supported, one-to-one relationships with volunteer mentors.

1 . B I G B R O T H E R S B I G S I S T E R S

Leverage video to tells your story

Through the Start Something Web Series, the organisation is shedding light on the impact that “bigs” have on “littles.” Participants share their stories in videos published to Big Brothers Big Sisters' YouTube channel.

The stories spread through website shares and Facebook talks.

The March of Dimes Foundation is a United States nonprofit organization that works to improve the health of mothers and babies.[1] It was founded by President Franklin Delano Roosevelt in 1938 to combat polio. It has since taken up promoting general health for pregnant women and babies.

2 . M A R C H O F D I M E S

Use a Multidimensional ApproachFA C E B O O K Y O U T U B E

T W I T T E R

By blogging, creating compelling video for YouTube, sharing stories on Facebook, pushing updates on Twitter and supporting user generated content, the March of Dimes has successfully created a content

strategy that supports its core mission: making sure every baby is given a healthy start in life.

Best Friends Animal Society helps place dogs and cats considered "unadoptable" into good homes. The organization has been at it since 1984

and, with the Invisible Dogs Campaign, has stayed true to that mission.

3 . B E S T F R I E N D S

Harness the power of user-generated content.

The Invisible Dogs grassroots movement has goal of finding every pet a home. Best Friends has strategically used content marketing in the form of user-generated content, easily created through an iPhone and Android mobile app. My Dog ID app let the user take photos of themselves and uses facial recognition to find their dog match.

Charity: water is a non-profit organization bringing clean and safe drinking water to people in developing nations.

4 . C H A R I T Y: WAT E R

Empower Your Staff to be Creative and Connect to Supporters

For its five-year anniversary charity: water launched a creative campaign, thanking supporters who helped the organization raise the $42 million dollars needed to launch 4,282 water projects to 2 million people in need.

From a traditional non-profit perspective, the idea of thanking supporters isn’t new, but creating an online video is a creative way to deviate from the norm. Finding ways to remix older forms of content delivery is a hallmark of

new age content marketing, and it’s also a great way to produce lasting content for your organization.

The Make-A-Wish Foundation is a non-profit organization founded in the United States that arranges experiences (described as "wishes") to children with life-threatening medical conditions. In order to

qualify for a wish, the child must be between the ages of 3 to 17 at the time of referral.

5 . M A K E - A - W I S H F O U N D AT I O N

Stay true to your brand.

Make-a-Wish has introduced children to Beyoncé and Michael Jordan, and has helped children record professional songs. The Make-a-Wish Foundation always has material for great content, and the organization has figured out how to bring that content online.By sharing all video wishes on its YouTube channel, publishing every

granted wish on its website, and sharing content on Facebook and Twitter, the organization has put its brand online for the world to interact with.

Take These Following Tips Home:

Figure out how to turn the unique ways your organization is changing the world into content that can be used online.

Allow the people you impact to tell their stories by creating digital assets.

Mobilize the people who are passionate about your cause with fun and engaging opportunities.

Give your staff the freedom to publish content that connects you to your supporters.

Stay true to your brand, but find new ways to bring your message to the world.

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#SeringSharingE P I S O D E 1

Azarine Kyla ArintaCreative Content Specialist