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Content Strategy For Non-Profits
1. Planning and Executing a Successful Drupal Implementation
[MM.DD..YY] [PRESENTER]
CONTENT STRATEGY FOR NON-PROFITS
Tonya Cauduro
tonyad@getlevelten.com
Twitter: @levelten
#ROWDFW
www.leveltendesign.com #ROWDFW @levelten
2. content strategy
What kind of content?
When?
Why?
For whom?
Where?
How often?
About what?
Will it be shared?
3. process
Planning Create Promote
• Results • Authoring • SEO
• Audience • Optimizing • Social
• Topics • Publishing media
4. Planning: results
Define your core message
What is your engagement style?
Informative
Instructional
Entertaining
Combination of all three?
Editorial Calendar
Keyword Analysis
5. 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!
8. Planning: results – keyword analysis
Brainstorming
• Any ideas around your cause and how to search for it
Google Analytics
• Look at how your site is being searched currently
Keyword Tools
• http://www.googlekeywordtool.com/
9. Planning: audience
Who is your audience How to find them
Philanthropists/ Surveys
Advocates
Volunteers Focus groups
Contributors Daily interaction
(current/ (In person/
potential) On the web)
Remember: You are not your target audience, in most cases.
What does your market want to hear vs. what you want to
say.
10. Planning: audience – how to reach them
Tips for Content Strategy:
SEO RSS
Website Social shares
What kind of content? blog
When?
Newsletters Email
Micro-Blog
Marketing
Why?
For whom?
Content Twitter
Where?
How often?
Podcasts
Video/Audio
Social Facebook
Networking
About what?
YouTube
LinkedIn
Will Vimeo shared? Photo
it be Pinterest
#ROWDFW
Instagram Flickr
11. Planning: topics
This is how what we do Here’s the story of what we
affects you do
Topics Cycle
Here are the results of your
Send money giving
Volunteer
Help us
12. 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
13. Create: author and optimize
“ 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
search
title, and why it so highly determines the
effectiveness of the entire piece.
engines
Brian Clark
Copyblogger.com
14. 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)
15. Remember this?
Tips for Content Strategy:
SEO RSS
Website Social shares
What kind of content? blog
When?
Newsletters Email
Micro-Blog
Marketing
Why?
For whom?
Content Twitter
Where?
How often?
Podcasts
Video/Audio
Social Facebook
Networking
About what?
YouTube
LinkedIn
Will Vimeo shared? Photo
it be Pinterest
#ROWDFW
Instagram Flickr
16. Create: publish… promote
Blog post RSS feed Tweets Facebook
YouTube Newsletter
Pinterest
Video/photo
17. Why engagement content & social media work
“ 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.
search
engines
Ann Handley & CC Chapman
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That
Engage Customers and Ignite Your Business