content strategy for non-profits
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Planning and Executing a Successful Drupal Implementation
CONTENT STRATEGY FOR NON-PROFITS
Tonya [email protected]: @levelten
#ROWDFW
#ROWDFW www.leveltendesign.com @levelten
content strategy
What kind of content?
When?
Why?
For whom?
Where?
How often?
About what?
Will it be shared?
process
Planning• Results• Audience• Topics
Create• Authorin
g• Optimizin
g• Publishin
g
Promote• SEO• Social
media
Planning: results
Define your core message
What is your engagement style?
Informative
Instructional
Entertaining
Combination of all three?
Editorial Calendar
Keyword Analysis
Planning: results - core message
Our company’s business objectives are…
We differentiate ourselves by…
We hope to solve…
People know us for…
Your donations help…
Volunteering with us serves…
… don’t stray from the core message!
Planning: results – engagement style
Informative
Instructional
Educational
Inspirational
Humorous
Entertaining
Planning: results - editorial calendar
searchengines
Dates
Events
Holidays
Promotions
Conferences
Legislation
Milestones
Channel
Audience
Planning: results – keyword analysis
• Any ideas around your cause and how to search for it
Brainstorming
• Look at how your site is being searched currently
Google Analytics
• http://www.googlekeywordtool.com/
Keyword Tools
Planning: audience
SurveysPhilanthropists/Advocates
Focus groupsVolunteers
Contributors (current/potential)
Who is your audience How to find them
Daily interaction (In
person/On the web)
LISTEN!
Remember: You are not your target audience, in most cases. What does your market want to hear vs. what you want to say.
Tips for Content Strategy:
#ROWDFW
Planning: audience – how to reach them
What kind of content?
When?
Why?For whom?Where?How often?About what? Will it be shared?
Content
Website blog
Micro-Blog
Social Networking
Photo
Video/Audio
Email Marketing
SEO RSS
Newsletters
Podcasts
YouTube
Vimeo
Flickr
Social shares
Planning: topics
Send moneyVolunteerHelp us
Here are the results of your giving
Here’s the story of what we do
This is how what we do affects you
Topics Cycle
Planning: topics
Listen
Get involved
Inspiring stories of how you helped
Volunteer stories
Clear definable goals
More conversations, less announcements
Unobtrusive calls to action
Short deadline for sense of urgency
Create: author and optimize
searchengines
On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece.
Brian ClarkCopyblogger.com
“”
Create: author and optimize
Write a good headlines so they’ll keep reading
Use your keyword analysis results to target niche phrases
Announce news
State a benefit
Pose a question
Honest testimonial
Tell a good story with imagery and emotion
Integrate multi-media
Be honest and respectful
Call to action (include incentives)
Tips for Content Strategy:
What kind of content?
When?
Why?For whom?Where?How often?About what? Will it be shared?
#ROWDFW
Content
Website blog
Micro-Blog
Social Networki
ngPhoto
Video/Audio
Email Marketin
g
SEO RSS
Newsletters
Podcasts
YouTube
Vimeo
Flickr
Remember this?
Social shares
Create: publish… promote
RSS feed Tweets Facebook
YouTube Pinterest
Blog post
Newsletter
Video/photo
Why engagement content & social media work
searchengines
Produce great stuff and people will come to you, produce really great stuff and your customers (advocates) will share and disseminate your message for you.
Ann Handley & CC ChapmanContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and
More) That Engage Customers and Ignite Your Business
“”