Believe it or not, 2017 is lingering on the horizon, but the giving season has already arrived. As a nonprofit, you know that finishing 2016 strong is paramount to set up your organization for success in the new year. A strategic content marketing plan will help your story reach the eyes of potential donors. The Contentinators®, an expert content marketing agency, have a few tips to help your nonprofit prepare your content marketing process for the coming months and 2017.
Realize Your Story
If your content can tell a remarkable story, it can cut through the clutter. When it comes to telling a story, nonprofits generally have an advantage over other businesses. Many nonprofits have unique, engaging stories that can touch the hearts, and hopefully the wallets, of the public. In order to create a content marketing strategy for the giving season and beyond, your nonprofit has to determine what that story is. Does your organization provide resources or mentorship to youth? Maybe your story highlights the impact of your program on individual participants. Does your nonprofit work to save animals? Maybe your story is about the number of animals you have rescued in just one year. Figure out what makes your nonprofit extraordinary and tell that story.
Develop an Actual Strategy
Once you’ve figured out the meat and potatoes of your content marketing strategy, that is, the actual story you are going to tell, it is just as important to create the rest of the strategy, and make sure your whole team is on the same page. Think about who is going to create the content, how much content will be created, where content will be distributed, and how content will be evaluated. Getting your content marketing strategy down on paper will allow you to reference it throughout 2017.
Amplify Your Story Through Multiple Channels
According to the Content Marketing Institute, average nonprofit professionals are distributing their content on 11 different channels. When competing for donations, especially on occasions like Giving Tuesday, your nonprofit’s lack of visibility on the important platforms could cost you. Depending on your organization's target audience, determine which platforms might work best, and amplify your story by taking advantage of each channel. As of now, most nonprofits are using content on social media, in eNewsletters, at in-person events, and on their website.
Report and Analyze
The Content Marketing Institute has found that the number one challenge that nonprofit content marketers face is measuring content effectiveness. It is essential that your nonprofit determines the best way to evaluate the success of content. Evaluating content depends fully on your organization’s goals. If your goal is awareness, metrics like impressions, reach, and mentions will be important. On the other hand, if donations are your goal, conversion rates and actual actions will be relevant. No matter what your goal is, determine which metrics you are going to use to evaluate and analyze your content’s effectiveness.
According to the Content Marketing Institute, measuring content effectiveness, producing engaging content, producing content consistently, and measuring ROI of content marketing are four of most prevalent challenges nonprofit marketers face. The Contentinators are experts at each of these aspects. When you work with The Contentinators, you receive strategy-driven, SEO-friendly content that readers are actually interested in every month. Dominate the giving season and start 2017 off strong by establishing a partnership with The Contentinators®.