Overview of NonProfit Web Content Marketing Strategy Presentation for ESCHouston.org
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Develop a Strategy for Your NonProfit’s Web Content! Crafting Content Marketing Campaigns that Attract and Retain Donors! Sarah M Worthy | [email protected] | @sarahmworthy | @tendenci Abbrev. Version
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Transcript of Overview of NonProfit Web Content Marketing Strategy Presentation for ESCHouston.org
Develop a Strategy for Your NonProfit’s Web Content!
Crafting Content Marketing Campaigns that Attract and Retain Donors!
Sarah M Worthy | [email protected] | @sarahmworthy | @tendenci
Abbrev.Version
What is Content Marketing?Your website should
remove any barriers to donating for visitors
Think of it as the conversations between the people who support your .Org
Pull and Push Your Content
Early Adopters respond better to inbound marketing......late adopters respond better to outbound marketing
Content Marketing Integrates Inbound
and Outbound Tactics
“Per Dollar, Content Marketing Produces 3X More Leads”
Why Web Content Marketing Matters
Content Marketing ROI Whitepaper by Kapost and Eloqua
Content Marketing ROI Increases Over Time
Why Web Content Marketing Matters
Content Marketing ROI Whitepaper by Kapost and Eloqua
Attract New Donors and Keep Them Coming Back for More!
Web Content Marketing Helps You Grow
Potential Donor searches the web
your digital content
What’s Your Biggest Challenge?#1 = No Time or $#2 = Boring
Here’s What We’ll Discuss TodayNow that we’ve
covered the Why, here’s the How...
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 | [email protected] |@sarahmworthy | @tendenci
**bonus**
Developing Your Content Strategy for Mobile Devices
My Goal Today is to Show You How to Get Started
Raise your hand if you have a content
strategy?
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 Message4) Publish Content
2) Set Measureable Goals
Identify Your Audience
Show Their Impact StartupWeekend.or
g
Goals
What do you want them to do?Step 2: Set Goals
Each Piece of Content Should Have 1 Main Goal
Motivates Action
Provokes Thought
Sparks Emotion
Your Message
Personalize Each Donor’s Experience with Your .Org
Make their journey go straight to your
website
Publish Content
Implementation Strategy
Editorial Calendar
Web Writing RepurposeSEO
Content ManagementDistribution
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)
Save Time with Content Templates
Predefined fields and templates make it
easier to control how content is added.
EventTemplate
Responsive Content DesignContent Structure depends on how
“deep” into the site a visitor is.
Homepage is the “Menu” of Options
Internal Pages offer substance
“Liquify” your Donation Form
Content Curation vs Repurposed Content
What do I mean by Repurposing and
Curation of Content?
ContentCurators
photo source h2p://flockofweasels.com
Repurposed Content
Your Web Content StrategyTip: Tailor your
messaging based on how involved with your organization they are.
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.
Don’t Forget the PeoplePersonalize your
messages better by writing just to one person at a time.
www.schipul.com/people
My #Fave NPTech ResourcesHouston Netsquared is
a local resource for NPO’s and NPTech Pros
www.nten.org www.eschouston.org
www.idealware.org
www.techsoup.orgwww.techsoup.org
www.netsquared.orgwww.meetup.com/NET2Houston
www.aspirationtech.org
Hello, my name is Sarah and I’m a
volunteer and a Geek!
Content Community Challengeshttp://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
Want More? Of Course You Do!
Sarah M Worthy | [email protected] |@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!
