This post kicks off our three part series on how nonprofits can effectively utilize content marketing. To those of you who are new to managing your nonprofit’s web presence, “content marketing” may be an unfamiliar term. However, if you were to Google the phrase “What is content marketing?” right now, your search would return about 360 million results! The best definition I’ve come across is one used by Content Marketing Institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
While you may not be selling goods or services as a for-profit entity, your nonprofit organization is likely always in the process raising funds to continue your work and ultimately accomplish your mission. So whether you run a summer camp for underprivileged kids or a human rights organization, content marketing will help you drive engagement, and ultimately raise awareness and funds for your organization.
Let’s look at the definition a little more closely. First, the content your distributing needs to be valuable. Granted, it may not be valuable to all, but it needs to be valuable to your website personas. This means it needs to be something your followers are going to find worthy of the time it will take to read or watch or listen to. Better yet, it should be something they find so valuable, that they pass it on to a friend or colleague.
Next, your content needs to be relevant. It needs to be timely, and it needs to anticipate the needs of your audience and meet those needs. Here again, your content won’t be relevant to everyone, so focus on your key personas, and make sure it’s relevant to them and their current circumstances.
Finally, consistency is key. Make sure you’re providing this valuable, relevant content on a regular basis. It’s ok if you don’t have time to create content everyday. Just be sure you’re creating it and sharing it on a regular schedule.
If content marketing is not something you’ve considered until now, it’s never too late to get started. In fact, in a society where people expect to have all of their questions answered with the click of a button, what better time to emerge as the source who can answer their questions? To learn why you need a content marketing strategy and how to develop one that is effective, stay tuned for Part 2 of our series.