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About Us NYCON Presents
Community)Focus))))! )Statewide)Impact))))!))))Na5onal)Network)
Community)Focus))))! )Statewide)Impact))))!))))Na5onal)Network)
Essentials ofNonprofit Content Marketing
Presented byRussell Sparkman
FusionSpark Media, Inc
Essentials ofNonprofit Content Marketing
Wednesday, October 29, 14
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RussellSparkman
KevinSparkman
About Us NYCON Presents
Community)Focus))))! )Statewide)Impact))))!))))Na5onal)Network)
Community)Focus))))! )Statewide)Impact))))!))))Na5onal)Network)
Essentials ofNonprofit Content Marketing
Presented byRussell Sparkman
FusionSpark Media, Inc
Essentials ofNonprofit Content Marketing
Wednesday, October 29, 14
#NPcontent@FusionSpark
Wednesday, October 29, 14
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Wednesday, October 29, 14
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Wednesday, October 29, 14
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Wednesday, October 29, 14
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1stFSM
ContentBlog
2009 2011 2013
Google Trends - “Content Marketing”
2007
ContentMarketingWorkshop
1stCM
Retreat
2ndCM
Retreat
3rdCM
Retreat
4thCM
Retreat
Additional Background
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What isContent Marketing?
Nonprofits & Content Marketing
(and why should Nonprofits care?)
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It’s inevitable.
Nonprofits & Content Marketing
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Blogs
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Blogs eMailInfographics
VideoPhotography
Ebooks
White PapersWebinars Tweets
Slidedecks Facebook Posts
Press Releases
SEO
eMailInfographics
VideoPhotographyEbooks
White Papers
WebinarsTweets
Slidedecks
Facebook Posts
Press ReleasesSEO eMail
Infographics
VideoPhotographyEbooks
White PapersWebinarsTweets
Slidedecks
Facebook Posts
Press ReleasesSEO
Infographics
PhotographyEbooks
White Papers
WebinarsTweets
Slidedecks
Facebook PostsPress Releases
eMailInfographics
VideoPhotographyEbooks
White Papers
WebinarsTweets
Slidedecks
Facebook PostsPress ReleasesSEO WebinarsTweets
Slidedecks
Facebook PostsPress ReleasesWednesday, October 29, 14
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Our Nonprofithas unlimited
human &financial resources
Nonprofits & Content Marketing
Wednesday, October 29, 14
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ContextCase StudiesClarity
Nonprofits & Content Marketing
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Decades of Limited Media Outlets
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Decades of Limited Media Outlets
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Then along came the Internet ...
Birth of the Internet
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Then along came the Internet ...
(First person to tell us Month and Year of NetscapeNavigator launch will get a copy of Joe Pulizzi’s Get Content, Get Customers)
Birth of the Internet
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Digital Marketing Landscape
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Introduction
#NPcontent
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Introduction
#NPcontent
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Social Media,Circa 2006
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Your Nonprofit
Social MediaCirca 2014
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You have to“feed the beast.”
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And you havezero choice.
You have to“feed the beast.”
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Feels overwhelming, doesn’t it?
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The Good News ... Nonprofits have unprecedented opportunities to tell their own story, to engage with constituents and to drive conversions.
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Marcus SheridanRiver Pool & Spas
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Marcus SheridanRiver Pool & Spas
Plows, to Pools, to Purpose
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So, What Is Content Marketing?
Content marketing is an approach to creating and
distributing valuable, relevant and consistent
content to attract and acquire a clearly defined
audience – with the objective of building community,
driving engagement and influencing actions.
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And this matters because ... ?
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And this matters because ... ?
Nonprofits of all sizes are competing for attention and financial support.
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And this matters because ... ?
Nonprofits of all sizes are competing for attention and financial support.
Strategic, engaging content can put an organization at the center of the digital universe for its area of focus to achieve nonprofit goals.
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View Video
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RussellSparkman
KevinSparkman
About Us
ShortFast-pacedEducates
EntertainsInspires
4.8MillionViews
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Meet ChunaMini-Documentary (3 Min)
Chuna teaches herself to read
Produced for READ Global
Blogger outreach, based on themes
Picked up by Upworthy
Saw a 54% uptick in total # of donors
Wednesday, October 29, 14
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Content Case Studies
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Content Case Studies
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Content Case Studies
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Content Case Studies
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FusionSpark Media’s Palmyra Atoll contenthelped The Nature Conservancy raise “significant funds.”
~ Chuck Cook, Project Director, 2003
Content Case Studies
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Content Case Studies
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Content Case Studies
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#1on Google since 2005
Content Case Studies
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$270,000Equates to
in monthly SEO fees.
Content Case Studies
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Content Case Studies
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Content Case Studies
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The website and videos supported the capital campaign which raised millions.
Content Case Studies
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Whidbey Camano Case Study
Content Case Studies
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Whidbey Camano Case Study
Content Case Studies
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Whidbey Camano Case Study
Content Case Studies
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Whidbey Camano Case Study
Content Case Studies
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Whidbey Camano Case Study
2xIncrease in Email Database Size
+ 60,000 (22%)Increase in Website Traffic
2xIncrease in Open Rate
Content Case Studies
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Content Case Studies
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Content Case Studies
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FusionSpark Nonprofit Clients
What’s in the shared DNA of these projects?
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All the projects have a
Written Content Strategy
Written Content Strategy
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Random Actsof Marketing
Eliminate Random Acts of Marketing
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Random Actsof Marketing
Eliminate Random Acts of Marketing
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Wednesday, October 29, 14
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It’s All About Story ... or Is It?
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It’s all about telling your story, right?
It’s All About Story ... or Is It?
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It’s all about telling your story, right?
Well, no ... not entirely.
It’s All About Story ... or Is It?
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Story, without strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
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Story, without strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
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Story, without strategy and marketing
technology.
Story, with strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
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Story, without strategy and marketing
technology.
Story, with strategy and marketing
technology.
It’s All About Story ... or Is It?
Wednesday, October 29, 14
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Wednesday, October 29, 14
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Wednesday, October 29, 14
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Wednesday, October 29, 14
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2014/2015 NonProfit Content Marketing Survey
Does your organiza8on use content marke8ng to market its products, services, or support to prospects or exis8ng customers?
Q:
In Both 2014 & 2015
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92% Amount of Nonprofits said that they do content marketing.
2014/2015 NonProfit Content Marketing Survey
61%2014
2015
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2014 Definition of Content Marketing:
2014/2015 NonProfit Content Marketing Survey
2015 Definition of Content Marketing:
For the purposes of this section, content marketing is the creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.
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.
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25% Amount of Nonprofits who do content marketing, and have a written content strategy.
2014/2015 NonProfit Content Marketing Survey
23%2014
2015
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63%of Nonprofit professionals with a written content strategy rate themselves as highly effective.
35%of Nonprofit professionals without a written content strategy rate themselves as highly effective.
2015 NonProfit Content Marketing Survey
vs.
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Being effective or not at Nonprofit Content Marketing
depends upon having a
written content strategy.
NonProfit Content Marketing Survey
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"If you don't know where you are going, you will wind up somewhere else."
~ Yogi Berra, NY Yankees Manager
Written Content Strategy
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"Without strategy, content is just stuff."
~ Arjun Basu, VP of Content Strategy, Spafax
Written Content Strategy
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Essentials focused upon are:• A Written Content Strategy
• Marketing Technology Tactics
Nonprofits & Content Marketing
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Problems Addressed by a Written Content Strategy:
• Not Knowing Where or How to Start
• Lack of Guidance, as in Specific Desired Outcomes
• Too Many Experts, i.e. Too Many Chefs in the Kitchen
• Not Enough Time to Get It All Done
• Generational and /or Experience Gaps
• No Funding for Content
• Not Knowing What To Measure, Having a Plan to Measure
• Not Knowing How To Structure Roles & Responsibilities
Written Content Strategy
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Essentials of a Well-Written Content Strategy:• Budget the Plan, Plan the Budget• Perform a Content Audit• Include All Stakeholders (Directors, Staff, Board)• Research and Listen to Interests of Target Audiences• Define Calls to Action, Align Content & Technology with Actions• Plan Content Not for Content’s Sake, But For Outcomes• Define Editorial Tone• Define Editorial Calendar• Identify KPIs to Measure, Report and Adjust• Capture Ideas For Later Implementation• Specify Marketing Technology Requirements
Written Content Strategy
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Marketing Technology is the rocket.Content is the fuel.
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Group Project
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The Editorial Calendar
1 - 7 - 30 - 4 - 2 - 1
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The Editorial Calendar
1 - 7 - 30 - 4 - 2 - 1Daily Weekly Monthly Quarterly Semi-
AnnuallyAnnually
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Great Websites are Essential It’s your digital storefront. The first impression.
Great Websites Are Key
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Great Websites Are Key
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Great Websites Are Key
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Mobile, mobile, mobile ... You might even be watching this webinar on your tablet!
Going Mobile ...
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Going Mobile ...
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98% of GenY and 86% of
GenX use a mobile as
their only phone and
62% / 47% would give a
donation to a nonprofit
on a mobile device.
Going Mobile ...
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Landing Pages = Secret Weapon Delivering a personalized and tailored experience.
It’s All In The Landing ...
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It’s All In The Landing ...
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• Branded + Personalized
• Info capture
• Custom ask amounts / giving levels, monthly and honor giving
• Social proof
• Tailored confirmation (web page + email)
• Segmentation & Triggers
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Email is Still King But “batch and blast” is a thing of the past.
It’s Not Your Grandpa’s Email
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Relevance Curve
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3months
4 to 6months
7 to 12months
Year 2 Year 3
Time on Housefile
Em
ail O
pen
Rat
e
Org #1Org #2Org #3
The honeymoon period to engage new subscribers is greatest in the first 45-60 days.
It’s Not Your Grandpa’s Email
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• Automated
• Targeted
• Multi-part
• Trigger based
• Fueled by great content
It’s Not Your Grandpa’s Email
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Takeaways
•Great Website + Mobile Ready
•Landing Pages + Smart Donation Forms
•Automated Email Welcome Series
None of this works well without a great content marketing strategy.
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Content is Gold.Content is Gold.
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#NPcontent@FusionSparkValuable Investment
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#NPcontent@FusionSparkRuns in Veins
Wednesday, October 29, 14
#NPcontent@FusionSparkIt’s Conductive
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#NPcontent@FusionSparkIt’s Malleable
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#NPcontent@FusionSparkContent is Currency
Wednesday, October 29, 14
#NPcontent@FusionSparkContent Lends Status
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#NPcontent@FusionSparkIt’s Marketing Bling
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Longlasting ROI1 Year, Top Shared Video View Video
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Longlasting ROI1 Year, Top Shared Video
Highly ConductiveCute characters, catchy tune
View Video
Wednesday, October 29, 14
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Longlasting ROI1 Year, Top Shared Video
Highly ConductiveCute characters, catchy tune
Very MalleableFrom internet video to game app
View Video
Wednesday, October 29, 14
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Longlasting ROI1 Year, Top Shared Video
Highly ConductiveCute characters, catchy tune
Very MalleableFrom internet video to game app
Results$60 Million, Earned Media; 25% Reduction in Accidents
View Video
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And for dessert ...
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