Blog and Facebook content marketing strategy for nonprofit organization
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Overview of content plan for summer interns who will be creating and posting content for the blog and Facebook page. Covers: business objectives, target audiences; brand themes; editorial calendar; content guidelines; resources and tools.
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Blog and Facebook content marketing strategy for nonprofit organization
- 1. Content Plan for Blog and Facebook May 21, 2014
- 2. Overview 1. Objectives 2. Target Audience 3. Content Plan 4. Resources
- 3. Business Objectives 4 building blocks of strategy Financial Objectives Revenue Growth Profitability Budget Strategic Objectives Big picture strategy to deliver Financial Objectives • Market Share • Product Development Communication Objectives Messages & channels that yield the Marketing/Strategic Objectives Marketing Objectives Desired customer behavior that will yield the Strategic Objectives Foundation for content plan
- 4. Financial Objectives ‘What we will measure’ Increased income from: • Rentals • Donors • Foundation Grants
- 5. Strategic Objectives ‘What we will do’ To achieve growth: • Increase rental bookings from previous years • Increase donations from existing and new donors • Gain eligibility for foundation grants for MN youth programs
- 6. Marketing Objectives ‘Who and what’ • Who we will influence • What we need them to do Who: • Meeting planners • Church youth leaders • Donors • Foundation grant writers
- 7. Marketing Objectives ‘Who and what’ • Who we will influence • What we need them to do What: • Find our content/engage and spread WOM • Choose Dunrovin as a meeting site • Choose Dunrovin as a youth camp/retreat site • Give financial support
- 8. Communication Objectives ‘Channel and message’ • What channel to reach them • What we need to say Blog and Facebook: • Relevant keywords & search optimization • Relevant info & user awareness • Useful, helpful content to answer questions
- 9. Communication Objectives ‘Channel and message’ • What channel to reach them • What we need to say Meeting planner messages: • Logistics & facilities [capabilities] • Natural, remote North woods beauty [differentiator] • Proximity to Twin Cities [convenience]
- 10. Communication Objectives ‘Channel and message’ • What channel to reach them • What we need to say Youth leader messages: • Camper experiences that build life skills & hope for the future • Youth experiences that develop servant leadership & influence skills • Youth retreat experiences that encourage spiritual growth & fellowship
- 11. Audience Characteristics Meeting Planners Meeting Goals: • Productivity/Planning • Team building • Renewal/Healing Facility Needs: • Comfort & amenities • Technology requirements • Recreation • Proximity to home base • Budget/cost
- 12. Audience Characteristics Meeting Planners Keywords: • Meeting space • Meeting venue • Meeting place • Rent space • Twin Cities/ Minneapolis/St. Paul • Women’s groups/ men’s groups • Retreats – spiritual, meditation
- 13. Audience Characteristics Donors/Grantors Foundation Objectives: • We serve the needs of the community • Our priorities are consistent with theirs • We are good stewards of our resources • We have a clear vision and leadership team
- 14. Audience Characteristics Donors/Grantors Keywords: • Community • Service • Opportunities • Youth leadership • Life skills for youth • Confidence • Minnesota/Twin Cities/ Minneapolis/St. Paul
- 15. Audience Characteristics Adult Youth Group Leaders Primary Concerns: • Growth experience • Youth safety • Accommodations match needs • Reputation of program and leadership • Budget/cost
- 16. Audience Characteristics Adult Youth Group Leaders Keywords: • Youth summer camp • Youth leadership training • Spiritual retreats for teens • Life/leadership skills • Confidence
- 17. Audience Characteristics Dunrovin Youth Primary Concerns: • Have fun • Make friends • Reconnect with friends • Learn life/leadership skills • Service/study requirements
- 18. Audience Characteristics Dunrovin Youth Keywords: • Summer camp • Rock climbing • Swimming/sports • Leadership camp • DLITE • Camp Counselor • Service/teaching/learning
- 19. Content Themes Dunrovin Brand Messages • Meeting place for adult groups – near the city, away from distractions • Natural beauty – rustic, quiet, restful, peaceful • Place for inner city youth to develop confidence and life skills • Place for youth to develop leadership and influence skills • Place for spiritual growth and renewal
- 20. Content Types Blog Posts • News • Interviews • Lists – 10 things you should know … • Q & A – How do I sign up … • How to – prepare for a retreat • Definition – what is servant leadership • Opinion/why – why it’s important to learn leadership • Retrospective
- 21. Content Types Facebook Posts • FAQs • Dunrovin trivia • Short answer questions • Polls • Fill in the blank • Quotes/scripture • Pictures • Video • Blog posts • 3rd Party content
- 22. Content Publishing Editorial Calendar • Blue = Facebook post • Red = Blog post • Yellow = Video assignment • Green = holidays • “Assigned to” initials in main title • Description details main idea/theme and target audience • Additional info on content whereabouts
- 23. Content Guidelines Facebook Posts • Tone = friendly, helpful, informative, welcoming • Frequency = 1-3 updates/week • Text posts – ideal length 80-120 characters • Response to comments – within 60 minutes-24 hours • See strategy document for more details
- 24. Content Guidelines Blog Posts • Tone = helpful, motivational, conversational, earnest • Write to an audience of one (first person voice) • Length = 500-700 words • Reader optimized – white space, bullets, subheads • Short sentences – max 14 words • Opening – intro topic quickly • Think links • Editing priorities – reader optimization/search optimization/ consistent voice • See strategy document for details
- 25. Content Matrix Topic Audience Objective Theme Type Project name • Target • Characteristics • Marketing • Communication Content theme • Channel • Format Development Checklist
- 26. Resources Readability guides for online copy Writing strong headlines Writing openers that grab attention Storytelling form that moves blog readers Google Drive Folders JGOdigital.com Social Media/FB Images Photos Videos Themes – capture ideas Blogging Social Media Make your story stand out on social media Secrets to Facebook engagement 10 starter tips for posting like a pro Brand themes simplify your content marketing
- 27. Content Marketing Strategy for Blog & Social Media Dunrovin Retreat Center Dunrovin.org
- 28. JGO Digital jgodigital.com john@jgodigital.com Integrated Marketing & Content Strategies for growing your business John Gregory Olson is principal of JGO Digital, a marketing strategy firm that helps businesses grow customers and sales. Services include Marketing Strategy, Content Development, Blogging, Social Media and print Marketing Communications.