making the most of your media online and off
DESCRIPTION
What can toilet paper, reality shows and nutrition bloggers teach you about content marketing? See what corporations and nonprofits are doing to build content that connects.TRANSCRIPT
CONTENTConnected
making the most of YOUR MEDIA
online and off
What is Content Marketing?
• The creation and sharing of media for connecting with prospects, customers and other key target audiences
http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
IT’S NOT NEWBefore (and since) the Internet, organizations have been using information-based communications to engage potential and current audiences
CREATING really useful tools that are on-message and solve problems
WHAT THE CORPORATE SECTOR IS DOING
SHARING stories to create connection
WHAT THE CORPORATE SECTOR IS DOING
BUILDING followers by providing desirable information in exchange for getting connected
WHAT THE CORPORATE SECTOR IS DOING
STEWARDING contactsby offering information just for them
WHAT THE CORPORATE SECTOR IS DOING
STEWARDING contactsby offering information just for them
ISN’T THAT EXACTLY WHAT NONPROFITS DO?
CREATING really useful tools that are on-message and solve problems
SHARING stories to create connection
BUILDING followers by providing desirable information in exchange for getting connected
Non-profits are the easiest of all to develop a content marketing strategy for.
Why? They can tell the best stories. All they have to do is go to their customers and do a short video or tell a story in words or pictures about how that person’s life was affected, as well as a short bit about how the not-for-profit played a role.
Joe Pulizzi – Founder, Content Marketing Institute
Key Factors to Content Marketing
• Be a resource
• Provide useful information
• Offer insight, leadership
• Entertain
• Attract action
Guiding Principles
• Know your core messages and make them your content organizing principle
• Use your material in as many platforms as practical
• Customize when needed to suit the audience and platform
What Nonprofits are Doing– Sharing printed pieces online
Look at Scribd and Issuu for pdf posting with “page turning” functionality
What Nonprofits are Doing
Writing books and blogs and inviting donors and volunteers to participate
What Nonprofits are Doing
Creating powerful stories through simple images
What Nonprofits are Doing
Sharing stories through video and connecting the message to donation
EXAMPLE: Sharing Expertise
CONTENT: Donor E-News Callout story with link to web content. Recurring links whenever CGAs mentioned
CHARITABLE GIFT ANNUITIES: A WIN-WIN Charitable Gift Annuities (CGAs) are a win-win. They offer tax deductions and lifetime income (some of it tax-free) for you, along with the ability to add to your fund as part of your estate planning. For instance, an 82-year-old donor who put $10,000 into a CGA in January 2012 will save $5,243.72 in taxes this year, both for the deductible charitable portion of the gift and through $651.32 in tax-free income. If that donor lives 10 years and the annuity has a 4% average return, he will have saved more than his initial investment in taxes and tax-free income: $10,056.46. He also will be able to contribute $4,502 to charitable purposes upon his death. See our CGA illustration for additional details on this example. Actual benefits vary depending on the age of the donor and the timing of the gift. The current rate of return for a 70-year-old single beneficiary is 5.1%. TPF CGAs by the numbers provides additional data, such as the $110,209.27 value of the quarterly CGA income checks we sent out last year. It allows you to check out some of the organizations that will benefit from CGAs we manage. Read more about how CGAs work on our web site. Contact us to receive a confidential personalized report that will illustrate the amount of your tax deduction and fixed rate of payment.
Sharing Expertise: Charitable Gift Annuities
Interest rates make these an attractive alternative for those 70+
Printed mailer then turned into a Facebook graphic, posted on website and included in event flyer
• Google alerts, Talkwalker• RSS feeds of blogs (Feedly)• Follow organizations/people on
Facebook, Twitter, LinkedIn, YouTube
• Listservs• Emails, enews• Other regional, news or specialty
sites • Review newer and more unusual
networks for potential resources
Set up and bring content to you
Collect, Curate & Create
• Pinterest – keyword search• Scribd and Issuu – Annual Reports,
newsletters and other previously printed documents
• Slideshare – PowerPoint, PDF presentations and documents
• Flickr, Flickr Commons – “Advanced search” to find images you can use commercially
• Google search box suggestions• Google site:URL keyword • Twitter search
Explore unexpected sources + formats
Collect, Curate & Create
• Store by Date: Monthly enews (folder); Physical calendar • Helpful Tools: Google Docs, Evernote, Daytimer
Organize your way
Note what you have used and where
Collect, Curate & Create
Collect, Curate & Create
• Store by Date: Monthly enews (folder); Physical calendar • Helpful Tools: Google Docs, Evernote, Daytimer
Organize your way
Collect, Curate & Create
• Store by Date: Monthly enews (folder); Physical calendar
• Helpful Tools: Google Docs, Evernote, Daytimer
Organize your way
Collect, Curate & Create
Posting Tools: • Sprout Social• HootSuite• Buffer• Facebook
scheduler• Post as you go
Find a manageable distribution plan
Collect, Curate & Create
• “Newsjacking”– Connecting your content to something that is trending in the news to get a bump
• Relevance – content that is timely encourages sharing
• Humanity – shows you live in the real world, which increases your friendliness factor
Allow for Spontaneity
Collect, Curate & Create
• “Newsjacking”– Connecting your content to something that is trending in the news to get a bump
• Relevance – content that is timely encourages sharing
• Humanity – shows you live in the real world, which increases your friendliness factor
Allow for Spontaneity
Collect, Curate & Create• You know when the
holidays are, when internal events are – block those in.
• Research unique, fun or unexpected holidays or events and create content for them.
Collect, Curate & Create
Gather Stories + Pictures Constantly!
• Deputize every board member and volunteer as “story-collectors”
• Make it part of everyone’s role to listen for and solicit stories to share
• Keep an eye on your social sites. Follow up on comments that could turn into stories
Collect, Curate & Create
Gather Stories + Pictures Constantly!
• Invest in a good organizational camera
• Know what settings take print quality images
• Assign someone to take pictures at events, site visits, donor visits, everywhere
• Make a list of images you want
• Ask your community to send you images
Tools for Image Editing
• PhotoShop
• Elements
• GIMP (free)
• FotoFlexer (Free, Online)
Tools for Video
Mac: iMovie
Adobe Premiere Elements (Mac & PC)
PC: Microsoft Windows Movie Maker (Free)
CyberLink PowerDirector
Tools for Still Image Video
• Animoto, iPhoto, PowerPoint
Tools for Infographics
• infogr.am
• easel.ly
• Hubspot PowerPoint Toolkit
Remember what you are actually competing for:
search for
HEARTS and you will find DOLLARS
Thank You
Content Marketing Example: Sign up for my email list and I will enter your name in a drawing for my new ebook: Turning your Annual Appeal Into an Annual Campaign
www.nonprofittoolkit.net
Thank You
Beth S. Brodovsky, PresidentIris Creative Group, Inc610-567-2799
Connect at:
www.iriscreative.com
www.linkedin.com/in/bethbrodovsky
www.twitter.com/bethbrodovsky
www.facebook.com/iriscreative
http://iriscreative.com/blog/