content marketing lessons for - and from - canadian nonprofits
Post on 05-Dec-2014
378 Views
Preview:
DESCRIPTION
TRANSCRIPT
Content marketing lessons for – and from – Canadian nonprofits #MarketersUnbound Meetup June 3, 2014
Marlene Oliveira @mo_flow
About me
Marlene Oliveira • Copywriter and communications consultant to
nonprofits, moflow
• Founder, Nonprofit MarCommunity • #NPMC chat
• Creator, Write Better Nonprofit Websites
Content marketing goals
From #NPMC chat
Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends Content Marketing Institute and Blackbaud
92% of nonprofits are using content marketing
" 69% have someone overseeing content marketing strategy
" 79% cite fundraising as the top goal for content marketing
" 91% use Facebook to distribute content more than any other social media platform
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Content volume
" 65% of nonprofits are producing more content vs a year ago
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Tactic usage
" Nonprofit professionals use an average of 11 content marketing tactics.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Tactic Usage
" In person events (88%)
" Social media - other than blogs (86%)
" Articles on their website (85%)
" E-newsletters (84%)
" Videos (71%)
" Annual reports (68%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Tactic Usage
" Print newsletters (56%)
" Articles on other websites (51%)
" Blogs (47%)
" Print magazines (33%)
" Infographics (31%)
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Effectiveness
" Videos (80% vs. 60%)
" Articles on other websites (59% vs. 38%)
" Blogs (58% vs. 38%)
" Infographics (43% vs. 18%)
" Online presentations (43% vs. 19%).
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
VIDEO
Plan Canada
ARTICLES ON OTHER WEBSITES
Maple Ridge Arts Centre and Theatre
BLOGS
Canadian Red Cross
INFOGRAPHICS
Imagine Canada
ONLINE PRESENTATIONS
Techsoup Canada
Other tactics
" Photography
" Newsletters
" Storytelling
" Podcasts
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
PHOTOGRAPHY
Girl Guides of Canada
Girl Guides of Canada
NEWSLETTERS
Heart and Stroke Foundation of Canada
PODCASTS
Greenpeace Canada
STORYTELLING
Furniture Bank
From #NPMC chat
Content marketing challenges
" Lack of time
" Lack of budget
" Lack of integration across marketing
" Lack of knowledge/training
" Producing the kind of content that engages
" Lack of buy-in/vision from higher up inside organization
" Inability to measure content effectiveness
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
Future of content marketing
" On average, 20% of nonprofit marketing budgets are allocated to content marketing
" 38% of nonprofit professionals plan to increase their content marketing budgets over the next 12 months
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
DOCUMENT THE STRATEGY
The most effective nonprofit marketers have a documented content strategy.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
MANAGE THE STRATEGY
Nonprofits that are the most effective at content marketing have someone in place to direct the initiative.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
INVEST IN TRAINING
Nonprofits that invest time and money into training and accumulating know-how are the most effective content marketers.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
USE MULTIPLE TACTICS
The most effective nonprofit content marketers use more tactics than their peers, 13 on average.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
INCREASE CONTENT BUDGETS
Nonprofit marketers with a documented content strategy are more likely than those without one to increase content budgets.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
PUMP UP THE VOLUME
The most effective nonprofit marketers increased the amount of content they produced over the last 12 months.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
GET SOCIAL
The most effective nonprofit marketers have far more confidence with all social media platforms, especially Facebook.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
DON’T GO IT ALONE
Effective nonprofit marketers outsource some aspects of content creation to professionals.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
TAILOR THE CONTENT
The most effective nonprofit marketers tailor content more often, in more categories, than their least effective peers.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
#NPMC chat
" Last Thursday of each month
" 1:00 pm ET
" April archives: content marketing strategy
" May archives: keep up with production
June: establishing goals/measuring success
nonprofitmarcommunity.com/npmc-chat
Marlene Oliveira @mo_flow
moflow.ca
nonprofitmarcommunity.com
top related