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Content Marketing for Social Good will help you create a strategy for your nonprofit or social cause that uses great content to drive your supporters to action. We'll help you identify your mission, audience, content themes and give you tips for assembling a content creation framework within your organization.
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#SMWSocialGood
How to Use Compelling Stories to Create Impact
#SMWSocialGood
BRIDGETT COLLING
m
@bridgettcolling
MICHAEL HOFFMAN
@michael_hoffman
Director of Content Marketing, See3
CEO, See3
#SMWSocialGood
See3 works with nonprofits and social causes, activating people to change the world. We develop strategies and create media to deliver on goals like fundraising, advocacy, awareness, recruitment and more.
Our clients include:
#SMWSocialGood
Subscribe to the DoGooder Dispatches, our weekly email with tips for do-
gooders:
http://bit.ly/DoGooderDispatches
#SMWSocialGood
Have a friend who wanted to attend but couldn’t?
We’re doing this again as a webinar.
Sign up for more information: http://bit.ly/SMWSocialGoodWebinar
#SMWSocialGood
A few quick guidelinesUse the back channel for questions and comments - #SMWSocialGood. We’ll review to all of your tweets during our break out sessions.
Remember to “Step up and step back.” If you usually don’t talk much, challenge yourself to speak more. If you find yourself talking more than others, speak less.
#SMWSocialGood
The game plan● We’ll explain the origins of content
marketing and what it means● We’ll help you develop a content
marketing strategy through our presentations and small group exercises
● We’ll give you a set of quick wins to take back to your office to keep working
#SMWSocialGood
the origins of content marketing
#SMWSocialGood
THE WORLD HAS CHANGED!
#SMWSocialGood
Why is this?
● Media companies are weak● There are many more media options ● Businesses and organizations are on a
level playing field with traditional media
● The consumer has the power
#SMWSocialGood
Smart marketers are content marketers.
#SMWSocialGood
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- Content Marketing Institute
#SMWSocialGood
In other words, Content Marketing is your company or organization acting like a publisher - where creating high quality content is part of the mission, and not just a sideline.
#SMWSocialGood
What content marketing is not:
● One video ● A single blog post● A content calendar you don’t update● A white paper that’s not promoted
online
#SMWSocialGood
You need consistent, quality content over time to build an audience and measure
your strategy’s effectiveness.
#SMWSocialGood
Content marketing includes:
Social mediaBlogEmail
WhitepapersGoogle Hangouts On Air
VideoPodcastsWebinarsmore!
#SMWSocialGood
Creating Your Content Marketing Strategy
❏ Define your mission and audience❏ Identify content themes❏ Plan for distribution❏ Evaluate your resources❏ Measure your performance
#SMWSocialGood
mission and audience
#SMWSocialGood
Key Components of a Content Marketing Mission Statement1. The core audience target: funders, stakeholders, do-
gooders 2. What will be delivered to the audience: useful information,
advice, insights, and inspiration3. The outcome for the audience: increasing impact, ending
blindness, supporting early childhood educators
(via Content Marketing Institute)
#SMWSocialGood
Your audience is the center of your content marketing mission.
#SMWSocialGood
See3’s Content Marketing Mission Statement
As leaders in using digital media to engage and activate people, See3 is dedicated to partnering with social causes and nonprofits to support real, on-the-ground impact by providing advice, tools, infrastructure and inspiration.
#SMWSocialGood
Mission Statement in Practice
● Lives at the top of the content calendar● Shared with the team● If a content opportunity doesn’t meet
the mission statement, we don’t invest
#SMWSocialGood
Your audience has diverse goals and needs.
#SMWSocialGood
#SMWSocialGood
#SMWSocialGood
How to Create an Audience Persona
● Check site analytics● Do some research on social media● Involve your team in creating profiles● Talk to your audience and ask them
questions
(Via Kevan Lee at Buffer)
#SMWSocialGood Image via Kevan Lee at Buffer
#SMWSocialGood
If you have limited resources
● Start with broad categories of audiences based on your key verticals
● Create 2-3 more detailed audience personas
● Do a survey of your clients
#SMWSocialGood
content themes
#SMWSocialGood
Content themes make it easy to create content that your audience will benefit
from by focusing routinely on pre-defined areas.
#SMWSocialGood
Content themes ● Video strategy tips and tricks● Digital advertising● Nonprofits and social media
And other buckets:● Guest posts● Client/staff profiles● News and events
#SMWSocialGood
The less you’re selling, the more you’re gaining.
#SMWSocialGood
Questions for team content brainstorm
● What frustrates our supporters? (3+ ideas)
● What do they want to learn more about? (3+ ideas)
● What are you an expert on that you would feel comfortable writing about? (3+ ideas)
#SMWSocialGood
#SMWSocialGood
For the next five minutes, write down:
● 2-3 audience categories that could become more detailed personas
● 2 content ideas that would be useful for each of those audiences
#SMWSocialGood
BREAKOUT SESSION #1
● Form groups of 3-4● For the next 10 minutes, discuss
your audiences and content ideas as a group
● Step up and step back
#SMWSocialGood
planning for
distribution
#SMWSocialGood
Before you create content, think about where it will be distributed and who is
responsible for creating it.
#SMWSocialGood
Get as close to the 10:1 rule as you can. Can you create 10 pieces of content from
one idea?Blog Post
TweetFB postEmail
...
#SMWSocialGood Image via ReadyTalk
#SMWSocialGood
#SMWSocialGood
Email allows people to subscribe to your brand
and your content, which allows you to build
connections with your audience.
#SMWSocialGood
Email marketing matters● 76% of marketers today say they use
email more now than they did three years ago.
● 95% of consumers are using email and 91% check their inbox at least once a day.
● 77% of consumers prefer email for marketing communications.
Stats via Hubspot
#SMWSocialGood
How can people can subscribe to your email list?
#SMWSocialGood
Your blog matters● You own your content● Huge SEO benefits ● Easy to use and low-
cost● Establishes thought
leadership● Establishes brand
awarenessImage via JoshRolph.com
#SMWSocialGood
#SMWSocialGood
For the next five minutes, write down:
● The 5 biggest events on your organization’s calendar
● List all of your existing platforms in order of most important to least important to your organization - remember to include social networks, blogs and email lists
#SMWSocialGood
BREAKOUT SESSION #2
● Form groups of 3-4● For the next 10 minutes, discuss a
piece of content you could create based around one of your tentpole events
● List 3-5 ways you could re-distribute that content across additional platforms
#SMWSocialGood
quick wins
#SMWSocialGood
A strategy is only as good as the team that is able to execute it.
#SMWSocialGood
Systemizing great content
❏ Define content themes❏ Have your team help you brainstorm❏ Create a content calendar❏ Get your team to help create content
on a regular basis
#SMWSocialGood
#SMWSocialGood
Our process for creating a content team● Introduce the team to the concept and the
mission on a one-on-one basis● Establish a reasonable timeline and procedure
for content creation● Provide support and creative options● Set and share deadlines● Hold your team accountable● Celebrate wins and share feedback on
engagement
#SMWSocialGood
What investment will have the most impact on your organizational goals?
#SMWSocialGood
To know what success looks like, you have to know how to measure it.
#SMWSocialGood
#SMWSocialGood
#SMWSocialGood
What part of this do you feel like is going to be the most challenging?
#SMWSocialGood
Subscribe to the DoGooder Dispatches, our weekly email with tips for do-
gooders:
http://bit.ly/DoGooderDispatches
#SMWSocialGood
Have a friend who wanted to attend but couldn’t? We’re doing this again as a
webinar.
Sign up for more information: http://bit.ly/SMWSocialGoodWebinar
#SMWSocialGood
Questions?
Find us on Facebook:facebook.com/
See3Communications
Tweet at us: @BridgettColling @Michael_Hoffman @See3
Email us: [email protected]@see3.com