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Content marketing lessons for – and from – Canadian nonprofits #MarketersUnbound Meetup June 3, 2014
Marlene Oliveira @mo_flow
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About me
Marlene Oliveira • Copywriter and communications consultant to
nonprofits, moflow
• Founder, Nonprofit MarCommunity • #NPMC chat
• Creator, Write Better Nonprofit Websites
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Content marketing goals
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From #NPMC chat
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Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends Content Marketing Institute and Blackbaud
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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
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Content volume
" 65% of nonprofits are producing more content vs a year ago
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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Tactic usage
" Nonprofit professionals use an average of 11 content marketing tactics.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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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
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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
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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
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VIDEO
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Plan Canada
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ARTICLES ON OTHER WEBSITES
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Maple Ridge Arts Centre and Theatre
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BLOGS
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Canadian Red Cross
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INFOGRAPHICS
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Imagine Canada
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ONLINE PRESENTATIONS
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Techsoup Canada
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Other tactics
" Photography
" Newsletters
" Storytelling
" Podcasts
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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PHOTOGRAPHY
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Girl Guides of Canada
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Girl Guides of Canada
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NEWSLETTERS
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Heart and Stroke Foundation of Canada
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PODCASTS
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Greenpeace Canada
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STORYTELLING
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Furniture Bank
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From #NPMC chat
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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
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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
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DOCUMENT THE STRATEGY
The most effective nonprofit marketers have a documented content strategy.
Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends
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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
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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
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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
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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
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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
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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
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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
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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
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#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
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Marlene Oliveira @mo_flow
moflow.ca
nonprofitmarcommunity.com