Overview of NonProfit Web Content Marketing Strategy Presentation for ESCHouston.org
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Overview of NonProfit Web Content Marketing Strategy Presentation for ESCHouston.org
- 1. Develop a Strategy for Your NonProfit’s Web Content! Crafting Content Marketing Campaigns that Attract and Retain Donors! Sarah M Worthy | sworthy@tendenci.com | @sarahmworthy | @tendenci Abbrev. Version
- 2. What is Content Marketing? Yourwebsiteshould removeanybarriersto donatingforvisitors Think of it as the conversations between the people who support your .Org
- 3. Pull and Push Your Content Early Adopters respond better to inbound marketing... ...late adopters respond better to outbound marketing ContentMarketing IntegratesInbound andOutboundTactics
- 4. “Per Dollar, Content Marketing Produces 3X More Leads” Why Web Content Marketing Matters Content Marketing ROI Whitepaper by Kapost and Eloqua
- 5. Content Marketing ROI Increases Over Time Why Web Content Marketing Matters Content Marketing ROI Whitepaper by Kapost and Eloqua
- 6. Attract New Donors and Keep Them Coming Back for More! Web Content Marketing Helps You Grow Potential Donor searches the web your digital content
- 7. What’s Your Biggest Challenge?#1=NoTimeor$ #2=Boring
- 8. Here’s What We’ll Discuss Today Nowthatwe’ve coveredtheWhy, here’stheHow... The Components of a Successful Content Strategy Low-Tech Ways to take Advantage of Digital Tools Real Examples -> How do You Tell Your NonProfit’s Story on Your Website and Social Media? Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci **bonus** Developing Your Content Strategy for Mobile Devices
- 9. My Goal Today is to Show You How to Get Started Raiseyourhandifyou haveacontent strategy?
- 10. Strategy Strategy shows you where to focus your resources, you’re not supposed to be talking across all channels.. find your niche 1) Identify Audience 3) Identify Your Unique Message 4) Publish Content 2) Set Measureable Goals
- 13. Goals
- 14. What do you want them to do?Step2:SetGoals Each Piece of Content Should Have 1 Main Goal Motivates Action Provokes Thought Sparks Emotion
- 15. Your Message
- 16. Personalize Each Donor’s Experience with Your .Org Maketheirjourneygo straighttoyour website
- 17. Publish Content
- 18. Implementation Strategy Editorial Calendar Web Writing RepurposeSEO Content Management Distribution
- 19. Open Source CMS 30 Second Evaluation over 61 million sites are built on WordPress, primarily a publishing platform If you’re technical, Drupal can do just about anything, challenging for non-technical people to customize and manage Specifically built for nonprofits, out of the box functionality, “new kid” on the open source block. Great for largely content-focused websites, limited customizations and extended functionality. Use a Content Management System (CMS)
- 20. Save Time with Content Templates Predefinedfieldsand templatesmakeit easiertocontrolhow contentisadded.
- 21. Event Template
- 22. Responsive Content Design ContentStructure dependsonhow “deep”intothesitea visitoris. Homepage is the “Menu” of Options Internal Pages offer substance “Liquify” your Donation Form
- 23. Content Curation vs Repurposed Content WhatdoImeanby Repurposingand CurationofContent? Content Curators photo source h2p://flockofweasels.com Repurposed Content
- 24. Your Web Content Strategy Tip:Tailoryour messagingbasedon howinvolvedwithyour organizationtheyare. Speak Differently to Your Audience than Everyone else to rise above the noise Collaborate to get your content written - engage and ask your supporters to help you Keep your plan flexible and be willing to adjust based on your audience’s feedback and your NPO’s resources Be Clear About Your Goals Because they’ll be Your Roadmap showing you where you’re going, where you’ve been, and where you are right now. Periodically measure where you are in relation to your plan, pause and be honest when it’s time to change something.
- 25. Don’t Forget the People Personalizeyour messagesbetterby writingjusttoone personatatime. www.schipul.com/people
- 26. My #Fave NPTech Resources HoustonNetsquaredis alocalresourcefor NPO’sandNPTechPros www.nten.org www.eschouston.org www.idealware.org www.netsquared.org www.meetup.com/NET2Houston www.aspirationtech.org
- 27. Questions? Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
- 28. Hello,mynameis SarahandI’ma volunteerandaGeek! Content Community Challenges http://spacepts.com http://spaceuphouston.org http://startupweekend.org http://startupdigest.com/Houston http://tendenci.com @sarahmworthy | @tendenci | @spaceuphou | @spacepts | @schipul | @NET2Houston I’m Passionate about #NPTech
- 29. Thank You for Attending! Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
- 30. Want More? Of Course You Do! Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci Register for these Upcoming Seminars: Factors Every Nonprofit Website Needs for Effective Online Fundraising August 13, 2013 - Tuesday - Register On the ESCHouston.org Website November 19, 2013 - Tuesday - Register On the ESCHouston.org Website Getting a Handle on Your Nonprofit's Content Marketing Strategy!