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:

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May 13, 2013

How to establish thought leadership for your nonprofit

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Photo by TEDxMonterey (Creative Commons)

Start with content marketing, activate intellectual capital & go from there

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

Caroline AvakianContent marketing has risen to the forefront in recent years as an important tool in the nonprofit communication toolbox. It’s about creating great content: on your blog, through social media messaging, your newsletter, annual reports, case studies, whitepapers, etc.

At its core, content marketing is about communicating with your supporters without selling and asking for a donation at the end. The nonprofit, social enterprise or organization is providing value by creating and sharing information, innovative ideas and insights that makes your supporter smarter and in the know. You become a resource. The result, much of the time, is that you earn the trust and loyalty of your supporters and donors. You no longer interrupt them with “messaging” but invite them into a conversation they find value in, that they deem worthy of sharing, that makes them come back and ultimately invest in you with their minds and wallets. Continue reading