So, how does a nonprofit “market” itself to its intended audience. It’s understandable if this feels more than a little challenging. Fortunately, I’ve got some tips that will help you out. Here is a guide to content marketing for nonprofits in 2020.
What is the Role of Content Marketing for Nonprofits?
It takes a lot to run a nonprofit organization. Considering that, you might not think that investing in content marketing for nonprofits will be worth it. Fortunately, that’s not the case. A nonprofit that begins a content marketing campaign often accomplishes a few important goals.
These goals are raising both awareness and funds. If no one is aware of your nonprofit, it’s hard for it to raise money. If it isn’t running money, it’s hard for a nonprofit to remain in operation. Fortunately, content marketing for nonprofits focuses on fixing both of these problems.
Regardless of where it’s being posted, having content for the public to find and enjoy gets your nonprofit in people’s minds.
How Nonprofits Can Start Using a Content Market Strategy
After learning how content marketing helps nonprofits, it’s time to learn how you can start doing this for your organization. We will now be going through each of the steps needed to have a content marketing strategy for nonprofits.
1. Take a Closer Look at Your Donors
Of course, nonprofits depend on donors to continue operating. With that in mind, it’s important to take a closer look at who’s giving back and why. Start this process by looking at donors that stand out from the pack. This can be people who’ve given the most or have been giving the longest.
What makes them so drawn to your nonprofit when there are so many out there? Figure this out and you have the foundation of your nonprofit’s content marketing strategy.
2. Get Creative With Your Marketing Strategies
Many companies think of having a content marketing strategy as creating a website, posting content there, and leaving it at that. If you want to stand out, I urge you to try lots of content marketing methods. As they say, “variety is the spice of life.”
So, what kind of content are we talking about here? A few platforms that can provide a great ROI include social media, email marketing, and video-based content. No, this doesn’t mean you necessarily have to build up a YouTube presence (although that does help raise awareness).
With so many things moving remotely, webinars are great ways to connect with those who want to learn more about your nonprofit. Did you know that a single webinar can result in over 1,000 new leads for your nonprofit?
If you need a little inspiration, feel free to check out several of my personal favorite content marketing blogs.
3. Have Goals in Place
I don’t want to sound like a motivational speaker at a high school or anything, but goals are great! I was someone who fought having goals for a while. But, seriously, it works. You don’t have to set aside a day, or even an hour, to start doing this.
If you want to try this, just write what you want to accomplish today or tomorrow. You don’t need to move mountains or anything, just list tasks you can comfortably complete on this day or the next one.
As you’re thinking about what needs to get done, also think about what you want to get out of content marketing. You can think in terms of a week, month, whatever is most comfortable for you. Content marketing drives sales, engagement, traffic, donors, and just about anything else you want it do.
When you have them, type or write these goals down. Good, that’s all you need to do. Set these aside somewhere important. Now, we’ll start learning how to measure these goals.
4. Measuring Your Results
By this point, you should have an idea of what you want to create and where it will go. After this, you only need to measure the results of what you’re posting. What kind of results am I talking about? Fortunately, content marketers have ways of knowing how well (or badly) their content performs.
You don’t need to be an expert marketer to use these tools. When you begin measuring the results of your nonprofit content marketing strategy, look for a few of these factors. If you need outside help with this, a content marketing specialist might be the perfect solution.
- Impressions: This is a term for how many times your nonprofit’s content is being shown to someone. For example, someone searches for an education nonprofit in Los Angeles and your nonprofit’s website shows up. You earn one impression each time this happens.
- Clicks: If impressions are good, clicks are even better. As I’ve mentioned, impressions occur when someone sees your website or advertisement. If they take action and like what they see, they’ll click the link in your ad. Boom, you’ve earned a click.
- Conversions: Going with the theme, conversions are even better than clicks. After clicking through to your nonprofit’s landing page, you want the visitor to take some type of action. This can be anything from providing their email or donating directly to your nonprofit. If you’ve taken them through the visitor’s journey correctly, you’ll start earning conversions.
In closing, I hope that this gives you a better understanding of how to form a content marketing strategy for nonprofits. I’ve always loved working with nonprofits because they’re run by such amazing people. I hope that this guide gives you what you need to get started with content marketing.