February 3, 2014

How content marketing can help your nonprofit

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Image by Ivelin Radkov courtesy of BigStockPhoto

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Web publishers.

John HaydonYour nonprofit has a problem. You’re trying to get people to volunteer their time and donate their money–but you can’t even get them to pay attention.

You’re not alone. In the internet age, nonprofits and businesses are all in the same boat.  We’re not only competing with each other for people’s time and interest.  We’re also competing with online games, viral videos, and cute cat photos.

But what if you didn’t have to compete? What if, instead of your bidding for your supporters’ attention, they came looking for you?

You’re already doing content marketing

You can use content marketing to attract the people and funders whose support you want.

Don’t let the term throw you. You’re already doing marketing any time you communicate with a specific group of people to move them toward taking an action you desire. Continue reading

December 16, 2013

5 simple steps to content marketing success

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Image courtesy of BigStock Photo

This is the first of a two-part series on content marketing.

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

Guest post by Dennis Fischman

Dennis-FischmanYour nonprofit has a problem. You’re trying to get people to volunteer their time and donate their money – but you can’t even get them to pay attention.

You’re not alone. In the Internet age, nonprofits and businesses are all in the same boat. We’re not only competing with each other for people’s time and interest. We’re also competing with online games, viral videos, and cute cat photos.

But what if you didn’t have to compete? What if, instead of your bidding for your supporters’ attention, they came looking for you? Continue reading

June 12, 2013

Content marketing: We’re all media publishers now

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Why nonprofits need to tell their stories by creating new content

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers, journalists, general public.

JD LasicaI‘ve been to dozens of nonprofits’ offices, but there’s a phrase I’ve never heard uttered even once: content marketing.

Sounds kind of mysterious, doesn’t it? But when you strip it down to its essence, content marketing is just a way for organizations to tell their stories.

I was interviewed, along with marketer Greg Jordan, about content marketing for nonprofits at a new podcast from the Content Marketing Examiner moderated by publisher Martin van der Roest. Here’s our conversation:

Play
Continue reading

April 25, 2012

Are you building an engaged community with content?


Image on BigStockPhoto by David523

Or, why your organization needs a content marketing strategy

Target audience: Nonprofits, foundations, NGOs, social enterprises, cause organizations, businesses, Web publishers, educators, journalists.

John HaydonYou understand that there’s more to engagement than simple small talk. You also understand that when folks are truly engaged, they tell their friends about the good work you’re doing, which is much more effective than if you told their friends.

So who’s doing a good job of creating an engaged community with content? Here are three examples:

1The American Cancer Society has created an entire community around achieving victory over cancer by talking about “creating a world with more birthdays.”

2Share Our Strength hopes to end childhood hunger by 2015. This mission is immediate, heartfelt and simply stated. Their people talk about the line they’ve drawn in the sand.

3Epic Change is talking about gratitude – not about their organization – and why you should donate.

Creating a content marketing strategy

Here are a few thoughts on creating a content marketing strategy. Please (and I do mean please) add your ideas in the comments.

  • Understand why they donate. The real reason. Not the one your board talks about.
  • Understand why they tell their friends. Maybe donating to your cause makes them look more altruistic?
  • Know what’s engaging the customers of your competition. Is there something they’re saying that’s not being heard?
  • Talk to your employees. Beyond the paycheck and benefits – what’s the real reason they show up every day at 8:30 am?

Continue reading