Choosing Your Nonprofit’s Content Marketing Mix Donor Acquisition Boot Camp #DonorBootCamp October 7, 2015

Marlene Oliveira @mo_flow

About me

Marlene Oliveira •  Copywriter and communications consultant to

nonprofits, moflow

•  Founder, Nonprofit MarCommunity •  #NPMC Twitter chat

•  Trainer, facilitator

Today

"  What is content marketing?

"  Content marketing tactics

"  Evaluating your content production

Poll

Does your organization use content marketing?

What is content marketing?

92% of nonprofits are using content marketing

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

“The creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain clients/constituents.”

Source: Nonprofit Content Marketing: 2013 Benchmarks, Budgets and Trends

“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: 2015 Benchmarks, Budgets and Trends

61% of nonprofits are using content marketing

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Content marketing tactics

eNEWSLETTERS

PHOTOS/VISUAL CONTENT

VIDEO

INFOGRAPHICS

MICROSITES

RESEARCH REPORTS

IN-PERSON EVENTS

WEBINARS

PODCASTS

PRINT NEWSLETTERS OR MAGAZINES

BLOGS

Where do you start?

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

Where to start?

"   What are you already delivering?

"   Shift to attracting

"   Measurement

"   Document your plan

Have you clearly defined your audience?

Blog post >> Marketing persona templates: 10 options for nonprofit communicators

http://moflow.ca/marketing-persona/

Is your content relevant to your audience?

Does your content offer value to your audience?

Are you publishing on a consistent basis?

Have you defined a clear, measurable goal?

“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: NTEN, Care2, hjc, 2015 Digital Outlook Report

Online course launching soon

Start A Better Nonprofit Blog "   Establishing your purpose, audience, goals

"   Coming up with content ideas

"   Your blog’s contributors

"   Evaluating your capacity

"   Creating your editorial calendar

"   Blog promotion basics

Free mini-training: starts TODAY Sign up >> http://moflow.ca/blogging-help

Thank you! Marlene Oliveira

@mo_flow moflow.ca