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Your Content Compass
NetXtra Breakfast Club
26th September 2017
Contents
• Content Marketing for NFPs
• Using A Content Framework
• Why Think Like A Journalist?
• Targeting Your Target Audience
• How to Write Good Copy
• Creating Sharable Content
• Increasing Online Donations
• Understanding Impact
Content Marketing… and why we should care
✓ Increase brand exposure
✓ Drive website traffic
✓ Increase search engine ranking
✓ Grow online community / membership
✓ Build trust and credibility
✓ Engage community of followers –
develop Brand Advocates
✓ Direct marketing
“Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly defined target audience – with the objective of driving profitable customer action
”
5 Content Mistakes by Not For Profits
1. Not aligning activity to a wider strategy
2. Not considering your TARGET audience
3. Not sharing others content
4. Not having different tactics for different platforms
5. Not establishing metrics to measure success
Content Framework
The Content Vision is the foundation upon which we build the Content Strategy, Content
Creation and Content Distribution.
1. Vision
Educate, entertain,
inspire, inform, convert
2. Format
Detail – text, image,
video, podcast
3. Resourcing
Creation, curation,
crowdsourcing?
5. Distribution
Which channels, Owned,
Earned, Paid and Shared
will you use
4. Optimisation
Research key phrases, headline
structure, improve readability, CTAs
for conversions and mobile friendly
content
Content Ideas
Ideas
How-to,
Tips, Tricks,
shortcuts
Sector
News/insights
Success
Stories – if helpful
Interview
Others
(of interest
& reputation)
Perspective:
News / Data
/ Forecasts
Don’t over-estimate what your audience
knows or underestimate what you know
There’s always an
interesting angle!
“Pull quote
copy can go
in here”
On Diary:
Things you know will definitely
happen:
- Annual hols (Xmas, Business
anniversary)
- Events you are hosting
- Start of a campaign- Sector trends
Off Diary:
Things that can’t be predicted:
- Breaking news
- Emerging themes/fads
- Award shortlist/win
Content Planning
Journo Tip: Off Diary = Agile, Responsive, Zeitgeist
Why Think Like A Journalist
Journo Tip: Picture 1-2 members of your target audience in your head
Journo Tip: It’s not what you want to TELL your audience, but what THEY want to hear
Target Audience
✓Make them REAL people
✓ What content is useful, entertaining and interesting
to them …it’s not about you! (80/20 Rule)
✓ How they want to consume your information
(What medium?)
✓ Where they want to consume your information
(Which distribution channel?)
✓ Plan ahead but be agile – On Diary / Off Diary
✓ Source information and ideas from far and wide
Good Written Content (print)
Headline should be between 5 and 9 words
First line between 21 and 28 words
Most Important Facts Summarized
Quotes & Supporting Details
Call to action, next steps you want
the reader to take
Who, What, Where, When
Colour – Why and Evidence
CTA
Good Written Content (Online)
Journalistic rules: start with the conclusion
• Max 4 line paragraphs
• 5-9 word headlines
• Intro < 28 words
• Half the word count (<500 words)
• One idea per paragraph
• Bulleted lists
• Meaningful sub-headings (not "clever" ones)
Sources
• Link to outbound sources & Attribute sources
• Acknowledge inconvenient stats/info
• Include Hyperlinks (good for SEO)
Typeface variations and colour (uniform – don’t look appear crazed)
Optimising Online Content for Scanning
Source: Nielsen Norman
Group, How Users Read
on the Web
What makes a good Facebook Post?
1. Has a clear goal
2. Asks for engagement
3. Uses a photo or link
4. Brief but compelling
5. Isn’t always promotional
6. Is provocative
What makes a good Tweet, you Twit!
Improvements
“Please Retweet”
72%
Share Success Stories further than Facebook
Use stories from
members with the
power to inspire others
you can share?
How to increase engagement
79%
Extend your reach
#HashtagDon’t be afraid to use lots of
#hashtags across social to
increase your audience
Organisations getting Instagram right
28% Vs 23%Instagram Vs Twitter
What are people
already sharing on
Instagram that could
benefit your
organisation?
Behind the scenes
Does your organisation
have compelling and
distinctive stories to
share about the work
you do?
✓ Informative – Are you just adding to the noise? Ask So What?
✓ Audience: Help me or entertain me!
✓ WOW your audience – think in extremes for article angles =
Remembered
✓ Accurate - NEVER exaggerate or lie, you will be found out
✓ Multimedia – how does your audience want to receive this
info? Could be more than one format; repurpose.
Checklist: Good Content
• Make the post headline catchy or compelling
• Experiment with images, video or infographics
• Look for trends in frequently shared posts, such as
top 10 lists, popular quotes or memes
• Try switching to a positive framing of your message if
you’re currently using a negative one
Understand Impact (Outcomes not Outputs)
01223 850 359
hello@WeAreLuminescence.com
Luminescence,
St John's Innovation Centre,
Cambridge, CB4 0WS
WeAreLuminescence.com
Thank You
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