secrets of content marketing sorcerers - 2013 nonprofit technology conference - #13ntcssssh
DESCRIPTION
So you've learned to enchant audiences with your blog, webinars, or videos. You can read the runes of your Salesforce web-to-lead forms. You even have a hidden login to MarketingProfs tattooed under your tunic. But are you ready to become a content marketing sorcerer? Done well, content marketing has the magical power to pull new supporters toward you, change conversations, deliver services to your audiences, and generate lasting brand awareness for your organization. No wonder it's the hot topic in business communications today. In this panel from the 2013 Nonprofit Technologo Conference, nonprofit marketing consultants and practitioners share ideas and approaches with the audience in Minneapolis, Minnesota. Panelists include Kivi Leroux Miller (nonprofitmarketingguide.com), Robert Rosenthal (VolunteerMatch.org), and Brett Meyer, former Communications Director at NTEN. The panel hashtag is #13NTCSsssh. Among other mysterious arts, this session explores how to tame the dragon of to-do despair with the content calendar sword. You learn how to shape-shift your older content to attract and inform audiences again. You also discover the powerful alchemy of social media and content marketing as well as how to enchant your organization to create a culture of content marketing.TRANSCRIPT
Secrets of Content Marketing Sorcerers
#13NTCssssh
Robert Rosenthal @volmatchrobertBrett Meyer @brett_meyerKivi Leroux Miller @kivilm
Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help you achieve your mission.
Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help you achieve your mission.
What is What is Content Content Marketing?Marketing?
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Aren’t we already doing that?Aren’t we already doing that?
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Most nonprofit comm is like thisMost nonprofit comm is like this
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When it should be like thisWhen it should be like this
Cat and dog?Cat and dog?
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Content marketing can work Content marketing can work with traditional marketingwith traditional marketing
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What We Do
• VolunteerMatch is the Web’s largest volunteer engagement network.
• We make it easier for nonprofits, individuals and companies to make a difference through volunteering.
• Since 1998 VolunteerMatch has generated $4.5 billion in equivalent value for the social sector.
Our Audiences
Slide 8
VM SCREEN SOMEWHERE
Secrets of the Content Marketing Sorcerers
The Need How We Help
Nonprofits Effective volunteer engagement
• Online recruitment service
• Enterprise technology solutions
• Education & training
Corporations Successful employee or consumer volunteer programs
• Network of participating nonprofits
• Volunteer opportunities• Enterprise technology
solutions• Education & training• Program development
Individual Volunteers
Meaningful volunteering
• Access to volunteer opportunities
Big Picture Goals
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Our Evolution
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Our Evolution
Web 1.0 Marketing(1998-2006)
Web 2.0 Marketing (2006-today)
Outreach In-reach
Content as Member Benefit Content as Public Benefit
About Us About You
The Site The Network
Commonality Specialty
Broadcast Conversational
List Rentals Opt-in
Advertising, List Trades, PR Multi-channel engagement
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Channels Today
Individual Volunteers Nonprofits CorporationsWebinars Webinars
•Practitioner Series•Insights Series
Webinars•Insights Series
Monthly Email Newsletter Monthly Email Newsletter Monthly Email Newsletter
All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)
Dedicated Blog(EngagingVolunteers.org)
Dedicated Blog(VolunteeringIsCSR.org)
All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)
Quarterly Insights Research
Offline Events All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)
Linkedin Subgroup
Offline Events
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Volunteering
Theme Strategy
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Themework for Multiple Audiences
Nonprofits Corporations• Using VolunteerMatch.org• How to recruit volunteers online• Needs assessment• Designing great volunteer opportunities• Resources for learning more about volunteer
engagement• Seasons of Service• New trends in volunteer engagement• Innovative ways nonprofits are involving
volunteers• Corporate-nonprofit relations• How technology is changing volunteer
engagement• Working with corporate volunteer programs• How to recognize and reward volunteers• Working with donor programs • Engaging Millennial and Boomer volunteers
• The Business Case for employee volunteering• Connecting volunteer programs with
corporate capabilities• Disaster preparation and response• Managing global programs• Corporate-nonprofit relations• Assessment, measurement, reporting• Reputation and branding• Trends in cause marketing• Pro bono program models and trends• Skilled volunteering• Engaging Millennial and Boomer employees• Intrapreneurship• Developing culture of involvement• HR and recruitment trends• Reporting on employee volunteering• Creating and evolving incentive programs• Great stories from effective programs
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Nonprofit Programs
EngagingVolunteers.org
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Nonprofit Programs
VolunteerMatch Learning Centerlearn.volunteermatch.org
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Nonprofit Programs
VolunteerMatch Group at LinkedIn
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Nonprofit Programs
Nonprofit Insights Series Webinar
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Nonprofit Programs
User Generated Content
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Corporate Programs
VolunteeringIsCSR.org
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Corporate Programs
Corporate Resourcessolutions.volunteermatch.org
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Corporate Programs
Best Practice Network Webinars
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Corporate Programs
VolunteerMatch Solutions Twitter Feed
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Corporate Programs
VolunteerMatch Solutions Subgroup at Linkedin
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Distribution Matters
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Measurable Impact
Top Keywords• volunteer recognition
• volunteer recruitment strategies
• civically engaged
• volunteer management software
• national volunteer week
• volunteer appreciation
• engaging volunteers
• corporate volunteer programs
• how to motivate volunteers
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Measurable Impact
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THANK YOU!
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History: The Breaking News ModelHistory: The Breaking News Model
• New articles published once a month
• 3-5 expert guest authors
• NTEN determined the content
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/)
Today: The Daily News ModelToday: The Daily News Model
• New articles published once a day
• 10-15 expert guest authors
• NTEN determines the theme
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/)
Monthly ThemesMonthly Themes
Examples:
• Mobile
• Tech Leadership
• Websites
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/)
AudienceAudience
Examples:
• IT Staff
• Nonprofit Leadership
• Program Staff
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/sizes/l/in/set-72157616350171741/)
Editorial Calendar
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Repurposing ContentRepurposing Content
• Social Sharing
• Newsletter
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4106193567/sizes/l/in/set-72157616350171741/)
GamificationGamification
• Authors are encouraged to share with their networks
• Those same networks then share with their own
• Magically expanded reach!
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Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
The sign-up form
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Being Data InformedBeing Data Informed
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/)
Basic Analytics
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Social Analytics
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Dynamic ContentDynamic Content
• Authors are encouraged to share with their networks
• Those same networks then share with their own
• Magically expanded reach!
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Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
Predictive AnalyticsPredictive Analytics
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Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4252110454/sizes/l/in/set-72157616350171741/)
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What do you want What do you want to be known for?to be known for?
Bad Answer!
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What you want to sayWhat you want to say
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What they want to hearWhat they want to hear
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What you need to produceWhat you need to produceh
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What’s Your What’s Your Broccoli and Broccoli and
Cheese?Cheese?
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Evergreen ContentEvergreen Contenth
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Appears mostly on your website
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Perennial Content Perennial Content h
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Appears mostly in your newsletters and blog
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Annual Color ContentAnnual Color Contenth
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Appears mostly in social media
Core Topics List for Tabby Cat RescuersCore Topic Evergreen Perennial Annual Color
Where to adopt a tabby Directory - only updated as needed
Share Facebook updates from our key adoption partners
How to help tabbies
Top Ten Ways to Help Regular features in newsletter and blog
Stories about star volunteers, etc.
What tabbies are available for adoption right now
Weekly newsletter feature Featuring individual tabbies on Facebook and Twitter
The history of tabbies
Single web page – update only as new research becomes available
Trivia questions on tabby history
What’s Your What’s Your Evergreen, Perennial Evergreen, Perennial
and Annual Color and Annual Color Content?Content?
http://ww
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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online using #13NTCssssh at www.nten.org/ntc/eval