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Photo by geezaweezer - Creative Commons Attribution License https://www.flickr.com/photos/33909206@N04 
Created with Haiku...
Tip 1: Content marketing is a conversation 
between friends 
www.felinequanta.com 
DO 
NOT 
try 
to 
“sell” 
DO 
NOT 
try ...
Tip 2: Place content at the centre of your strategy 
Email 
Content 
PR 
Paid 
Offline 
Social 
SEO 
Four 
steps 
for 
a 
...
Tip 3: Influence your space to get ZMOT 
www.felinequanta.com 
“Zero 
Moment 
of 
Truth” 
(ZMOT) 
is 
when 
people 
hear 
...
Tip 4: Apply 4E Model 
www.felinequanta.com 
Think 
of 
your 
content 
in 
four 
dimensions: 
Educate: 
inform 
your 
audi...
Tip 5: Align your Marketing and Sales Leads 
Digital 
channels: 
Own 
(NewsleFer, 
FB, 
LinkedIn, 
TwiFer, 
Blog) 
& 
Othe...
Tip 6: Increase your ROI by digital integration 
ROI 
www.felinequanta.com 
Ensure 
your 
content 
is 
shared 
across 
all...
Tip 7: Branding is story telling 
See 
also: 
felinequanta.com/brand-­‐is-­‐the-­‐emoJonal-­‐signature-­‐of-­‐an-­‐idea 
w...
Tip 8: Give fewer choices to increase 
conversions 
www.felinequanta.com
Tip 9: Frame your messages 
www.felinequanta.com 
Use 
the 
CommunicaJon 
Triangle 
to 
frame 
your 
communicaJons: 
Expla...
Tip 10: Empower your volunteers to create 
content 
www.felinequanta.com 
Your 
people 
are 
the 
greatest 
asset 
Empower...
Case Study 
Who 
are 
Helplines 
Partnership 
1. UK’s 
AssociaJon 
of 
helplines 
2. RepresenJng 
300 
members, 
50,000 
e...
1. Social 
Media 
AcJvaJon: 
TwiFer, 
Flickr, 
Facebook, 
LinkedIn, 
YouTube 
2. Training 
of 
personnel 
as 
community 
m...
Example: 
The 
NewsleLer 
ObjecJves: 
1. To 
increase 
traffic 
at 
the 
top 
end 
of 
the 
funnel 
2. To 
refine 
reach 
...
Step 
2. 
Clicks 
at 
the 
end 
of 
the 
blog 
post 
à 
Arrives 
at 
landing 
page 
Blog 
post 
linking 
to 
an 
ar8fact ...
MQL: 
Capture 
of 
personal 
data 
in 
order 
to 
download 
ar8fact 
Step 
3. 
Gives 
personal 
data 
à 
Downloads 
arJfa...
Final 
Step: 
Thank 
you 
page 
www.felinequanta.com 
Case Study
Measuring 
funnel 
conversions 
Step 
1: 
NewsleFer 
arrives: 
clicks 
on 
blog 
posts 
Step 
2: 
Clicks 
on 
blog 
post 
...
Overall Results of executing digital marketing 
strategy for Helplines Partnership 
• Increased 
SQLs 
by 
80% 
• Improved...
@zarkadakis 
George 
Zarkadakis, 
PhD, 
CEng 
Digital 
TransformaJon 
Consultant. 
For 
more 
informaJon 
about 
content 
...
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Content marketing for nonprofits

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10 Top tips to increase your influence by applying content marketing, plus a case study of one of UK's top charities.

  • Most Respected sir, warm greetings to all, We put our Needy Request in front of you all. Our non profit charity called St, Peters Social service & Development Trust. It is a Registered Trust, we have FCRA for foreign funds transactions. we have all these facilities to accept all donations and funds form out sides. Through our mission we are taking care of kindergarten's, computer centers, women empowerment projects and Orphan home for Orphan and Destitute Children's . we a...re providing all there needs. meals, cloths, snacks, Boarding and stay , educations, skilled training like computer and tailoring and much more development for this Children's bright future improvements. we are running this services in a rented building in our area. due to heavy and sudden price hike of food and other commodities we are unable to sustain the project. At this juncture we looking for Donations & funding supports from other hands like other organizations, kindly consider and help us to get the supports. feel free to contact for further details. we mentioned various projects which we supporting, but we are expecting funding assistance any one peoject, feel free to contact us we will share our project proposal and charity service with the legal documents. please guides us to get the financial charities contact . contact : immanuel771@yahoo.com please visit our FB : https://www.facebook.com/…/St-Peters-Home-f…/135836186518700 Regards Immanuel
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Content marketing for nonprofits

  1. 1. Photo by geezaweezer - Creative Commons Attribution License https://www.flickr.com/photos/33909206@N04 Created with Haiku Deck
  2. 2. Tip 1: Content marketing is a conversation between friends www.felinequanta.com DO NOT try to “sell” DO NOT try to convince DO listen DO engage
  3. 3. Tip 2: Place content at the centre of your strategy Email Content PR Paid Offline Social SEO Four steps for a successful content marke8ng strategy • Create own content, curate content. Examples: white papers, webinars, presenta3ons, infographics • Distribute content across social (FB, YouTube, etc.) and amplify (TwiFer) • Use content to drive inbound traffic and improve SEO • THEN, iniJate PR, Email campaigns, Offline and Paid Media. See also: hFp://www.slideshare.net/felinequanta/publisher-­‐the-­‐new-­‐marketeer www.felinequanta.com
  4. 4. Tip 3: Influence your space to get ZMOT www.felinequanta.com “Zero Moment of Truth” (ZMOT) is when people hear good things about you from their peers. To achieve that: • Get social • Be a thought leader • Have conversaJons on line • Use LinkedIn Groups • Retweet and favourite • Share your knowledge and experience
  5. 5. Tip 4: Apply 4E Model www.felinequanta.com Think of your content in four dimensions: Educate: inform your audience about your space Engage: have a conversaJon with those who are really interested Excite: deliver a soluJon your audience wants or needs, and moJvate them to act Evangelise: maintain relaJons, idenJfy your evangelists and support them
  6. 6. Tip 5: Align your Marketing and Sales Leads Digital channels: Own (NewsleFer, FB, LinkedIn, TwiFer, Blog) & Other (e.g. other bloggers, naJonal media, etc.) + Paid (adverJsing) + other EDUCATE: blogs, videos, newsleFer, infographics, etc. ENGAGE: e-­‐books, webinars etc. EXCITE: Product offers, free trials, etc. EVANGELISE: buying & Sharing MQLs SALs Word-­‐of-­‐Mouth SQLs www.felinequanta.com Your “MarkeJng Qualified Leads (MQLs) are ocen rejected by sales. So here’s what to do: Introduce “Sales Agreed Leads” (SALs) as a step in a validaJon process towards “Sales Qualified Leads” (SQLs) Apply the 4E Model in the MarkeJng & Sales Funnel. Use digital tools to harvest MQLs and validate them as SALs
  7. 7. Tip 6: Increase your ROI by digital integration ROI www.felinequanta.com Ensure your content is shared across all your digital properJes, Jmely and coherently Ensure same keywords across all digital markeJng and communicaJons, to drive SEO A/B Test everything Iterate and conJnuously opJmise your content
  8. 8. Tip 7: Branding is story telling See also: felinequanta.com/brand-­‐is-­‐the-­‐emoJonal-­‐signature-­‐of-­‐an-­‐idea www.felinequanta.com Your charity’s brand is an emoJon EmoJons are evoked by stories Write the story of your charity Share the story (as it develops)
  9. 9. Tip 8: Give fewer choices to increase conversions www.felinequanta.com
  10. 10. Tip 9: Frame your messages www.felinequanta.com Use the CommunicaJon Triangle to frame your communicaJons: Explain the issue Explain why should your audience care Tell them what to do (“Call to AcJon”)
  11. 11. Tip 10: Empower your volunteers to create content www.felinequanta.com Your people are the greatest asset Empower them to drive your content machine Invite them to become bloggers and digital community leaders Make it easy for them to share your content with their networks
  12. 12. Case Study Who are Helplines Partnership 1. UK’s AssociaJon of helplines 2. RepresenJng 300 members, 50,000 employees and volunteers who respond to 60 million calls per year 3. Revenue streams: trust fund, membership fees, training and consulJng fees What Challenges they faced 1. To increase membership 2. To increase revenues from training and consulJng 3. To expand internaJonally www.felinequanta.com
  13. 13. 1. Social Media AcJvaJon: TwiFer, Flickr, Facebook, LinkedIn, YouTube 2. Training of personnel as community managers and content creators 3. Alignment of feeds across all digital properJes 4. Redesign of website and integraJon to CRM (MS Dynamics) 5. Development of content (blog posts and eBooks) and placing it as central to markeJng communicaJons and strategic communicaJons 6. Share content across social media and refine reach 7. Design and launching of a targeted newsleFer to increase top funnel visits 8. Linked newsleFer to blog and eBooks, to collect MQLs (MarkeJng Qualified Leads) 9. Measure funnel conversions and iterate content to increase conversions 10. Linked content markeJng results (MQLs) with CRM; and markeJng to sales via SALs (sales Agreed Leads) and SQLs (Sales Qualified Leads). www.felinequanta.com Case Study Feline Quanta CommunicaJons designed and executed the following integrated digital strategy
  14. 14. Example: The NewsleLer ObjecJves: 1. To increase traffic at the top end of the funnel 2. To refine reach by measuring responses 3. To collect MQLs Method: Connect newsleFer to blog Connect blog posts to downloadable arJfacts: eBook on Members Survey eBook on Website building Infographic on Members Survey Measure conversion rates for each step Step 1. NewsleFer arrives à Clicks to a blog post www.felinequanta.com Case Study
  15. 15. Step 2. Clicks at the end of the blog post à Arrives at landing page Blog post linking to an ar8fact (an eBook) www.felinequanta.com Case Study
  16. 16. MQL: Capture of personal data in order to download ar8fact Step 3. Gives personal data à Downloads arJfact (the eBook) www.felinequanta.com Case Study
  17. 17. Final Step: Thank you page www.felinequanta.com Case Study
  18. 18. Measuring funnel conversions Step 1: NewsleFer arrives: clicks on blog posts Step 2: Clicks on blog post to landing page for arJfact Step 3: Gives personal data and downloads arJfact MQLs www.felinequanta.com Case Study Two Test NewsleFers produced (September 2014, October 2014) Mail Lists were validated and refined As a result “post to landing page” (Step 2) conversion rates increased by 266% NewsleLer#1 NewsleLer#2 Mail List Reach 6335 2298 ArJfacts 3 2 NewsleFer to Post 3.40% 5.40% Post to Landing Page 26.30% 71% Landing Page to Download 40.90% 33.60% Downloads (MQLs) 47 39
  19. 19. Overall Results of executing digital marketing strategy for Helplines Partnership • Increased SQLs by 80% • Improved page ranking from 1/10 to 5/10 (SEO) • Increased social media engagement by 500% • Op8mised and Refined Reach by 266% The above results were achieved by execu8ng the integrated digital strategy over a 3 month period with Zero ad spend www.felinequanta.com Case Study
  20. 20. @zarkadakis George Zarkadakis, PhD, CEng Digital TransformaJon Consultant. For more informaJon about content markeJng for chariJes, please visit FELINE QUANTA Ltd at: www.felinequanta.com

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