What is Content Marketing?
Regular marketing is like attending a crowded rock concert and when the rock star asks someone to come up on stage, you’re one of thousands screaming, “Pick me! Pick me!”
Content marketing is like getting all of your donors to attend your concert and showing up as the rock star to their undivided attention.
(I also like to think of it as a warm snuggly blanket you wrap around your donors to make them feel all happy and warm. But I’m kind of gooey like that.)
At its essence, content marketing helps your donors get to know you and love you—and want to donate.
You don’t need fancy gizmos or the latest social media fad.
In fact, you don’t need anything more than a list of email addresses and a desire to speak with a clear and authentic voice.
Why Should My Nonprofit Do Content Marketing?
The nonprofit landscape has radically changed, and continues to change thanks to technology, the web and social media.
We have so much content to choose from! But just because there is so much content out there doesn’t mean that all of it is good. Despite all the choice, people yearn for great content–even from your nonprofit.
Web sites, blogs, social and email have become marketing workhorses. But these new platforms don’t make it easy to come up with your inner “specialness.”
And when you don’t know exactly how to create remarkable content, you probably just use the spaghetti approach. As in, you throw up whatever content you have, and hope that some of it sticks.
But, like damp spaghetti, this approach is more likely to produce content that is pretty bland, tasteless and boring.
Your nonprofit has a special reason for being here: you are fulfilling a specific social need, righting a wrong, fighting for justice, making lives better, and gosh-darn changing the world.
It’s normal to struggle to express your mission in an enchanting and remarkable way that gets people to take notice. I’ve worked with nonprofits with extremely essential missions that get smushed under an anvil of dead words and jargon.
As I write this, in 2015, my twin four-year-old boys are playing make-believe down in the basement with their train sets, as though they are the conductors wending their way over a land of imagination.
Using content marketing tools means tapping into your inner child, putting on your imaginary conductor’s hat, and taking your donors on a journey that makes them fall in love and give their hard-earned money.
What if my nonprofit doesn’t really believe in marketing?
You may be turned off by marketing tactics because you see them as the territory of used car salesmen. Well, the good news is that marketing does not have to be that way. (And I don’t say that just because my husband is a former used car salesman.)
It’s true that asking people for money can be about as fun as getting a root canal (no offence to all the great dentists out there).
You don’t want to sound like you’re selling something.
And what you have to offer doesn’t come with a 30-day trial or a money-back guarantee.
The glory of content marketing is that you can avoid pushy asks. Instead, you create an environment that makes potential donors comfortable with you so that when the time is right, you can just kind of sit down, like two good friends over a coffee, and ask, “Hey, would you like to help us with this great thing we’re really great at doing?”
How will content marketing help my nonprofit?
Content marketing paves the way for fantastic donor relationships.
When you have effective content, your website blog posts, email campaigns and even direct mail pieces can come alive with a magic spark that get potential donors excited about reading.
The more interesting and engaging your content–and the more relevant it is to your audience–the easier it is to gain loyal donors and become their favourite charity.
Do I need a content marketing consultant?
You’d think that a content marketing consultant would say “yes!” but the reality is that you don’t need a content marketing consultant to do effective content marketing.
One reason I created this site was to help nonprofits that need the services of a consultant but who don’t have the budget for one.
You can get really good results with your content marketing by simply learning the right steps in the right order, becoming dedicated to communicating your mission in a remarkable way, and then executing on those steps.
Without a consultant, the process can take you a bit longer, you may stray off the path a lot more, and you may get stuck in analysis paralysis at times.
But you can always get back on the path by referring back to the materials on this site to, buying my ebooks, or getting one of my consultation packages, which can be a lot more cost-effective than hiring a consultant on retainer.
Who this site will help
This site will help nonprofit communicators who are struggling with the following problems:
- We’ve worked so hard on our website, but we don’t get a lot of traffic or online donations.
- Our donor base is changing, and our fundraising content isn’t working like it used to.
- I’m just not happy with our blog/donation page/email campaign, but I don’t know how to fix it.
- I’ve followed a lot of advice in books or from online sources, but implementing this advice is either hard or hasn’t really done anything to increase donations.
- I’m ready to start a blog, but I’m not sure where to start OR We started a blog, but we abandoned it after six months.
- I’m really struggling to stay on top of our website/email/social media content, and I’m not sure where to focus my efforts.
- I don’t know how to make my cause more compelling to people, especially since what my organization does is abstract and intangible.
- I’m not sure how to get donors’ attention in the sea of online content.
For more information, check out my resources below:
To get effective copy and a content strategy that works, simply contact me right now.