Content Marketing for Social Good

transcript

#SMWSocialGood

How to Use Compelling Stories to Create Impact

#SMWSocialGood

BRIDGETT COLLING

bcolling@see3.co

@bridgettcolling

MICHAEL HOFFMAN

mhoffman@see3.com

@michael_hoffman

Director of Content Marketing, See3

CEO, See3

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See3 works with nonprofits and social causes, activating people to change the world. We develop strategies and create media to deliver on goals like fundraising, advocacy, awareness, recruitment and more.

Our clients include:

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Subscribe to the DoGooder Dispatches, our weekly email with tips for do-

gooders:

http://bit.ly/DoGooderDispatches

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Have a friend who wanted to attend but couldn’t?

We’re doing this again as a webinar.

Sign up for more information: http://bit.ly/SMWSocialGoodWebinar

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A few quick guidelinesUse the back channel for questions and comments - #SMWSocialGood. We’ll review to all of your tweets during our break out sessions.

Remember to “Step up and step back.” If you usually don’t talk much, challenge yourself to speak more. If you find yourself talking more than others, speak less.

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The game plan● We’ll explain the origins of content

marketing and what it means● We’ll help you develop a content

marketing strategy through our presentations and small group exercises

● We’ll give you a set of quick wins to take back to your office to keep working

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the origins of content marketing

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THE WORLD HAS CHANGED!

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Why is this?

● Media companies are weak● There are many more media options ● Businesses and organizations are on a

level playing field with traditional media

● The consumer has the power

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Smart marketers are content marketers.

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Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

- Content Marketing Institute

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In other words, Content Marketing is your company or organization acting like a publisher - where creating high quality content is part of the mission, and not just a sideline.

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What content marketing is not:

● One video ● A single blog post● A content calendar you don’t update● A white paper that’s not promoted

online

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You need consistent, quality content over time to build an audience and measure

your strategy’s effectiveness.

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Content marketing includes:

Social mediaBlogEmail

WhitepapersGoogle Hangouts On Air

VideoPodcastsWebinarsmore!

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Creating Your Content Marketing Strategy

❏ Define your mission and audience❏ Identify content themes❏ Plan for distribution❏ Evaluate your resources❏ Measure your performance

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mission and audience

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Key Components of a Content Marketing Mission Statement1. The core audience target: funders, stakeholders, do-

gooders 2. What will be delivered to the audience: useful information,

advice, insights, and inspiration3. The outcome for the audience: increasing impact, ending

blindness, supporting early childhood educators

(via Content Marketing Institute)

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Your audience is the center of your content marketing mission.

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See3’s Content Marketing Mission Statement

As leaders in using digital media to engage and activate people, See3 is dedicated to partnering with social causes and nonprofits to support real, on-the-ground impact by providing advice, tools, infrastructure and inspiration.

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Mission Statement in Practice

● Lives at the top of the content calendar● Shared with the team● If a content opportunity doesn’t meet

the mission statement, we don’t invest

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Your audience has diverse goals and needs.

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How to Create an Audience Persona

● Check site analytics● Do some research on social media● Involve your team in creating profiles● Talk to your audience and ask them

questions

(Via Kevan Lee at Buffer)

#SMWSocialGood Image via Kevan Lee at Buffer

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If you have limited resources

● Start with broad categories of audiences based on your key verticals

● Create 2-3 more detailed audience personas

● Do a survey of your clients

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content themes

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Content themes make it easy to create content that your audience will benefit

from by focusing routinely on pre-defined areas.

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Content themes ● Video strategy tips and tricks● Digital advertising● Nonprofits and social media

And other buckets:● Guest posts● Client/staff profiles● News and events

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The less you’re selling, the more you’re gaining.

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Questions for team content brainstorm

● What frustrates our supporters? (3+ ideas)

● What do they want to learn more about? (3+ ideas)

● What are you an expert on that you would feel comfortable writing about? (3+ ideas)

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For the next five minutes, write down:

● 2-3 audience categories that could become more detailed personas

● 2 content ideas that would be useful for each of those audiences

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BREAKOUT SESSION #1

● Form groups of 3-4● For the next 10 minutes, discuss

your audiences and content ideas as a group

● Step up and step back

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planning for

distribution

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Before you create content, think about where it will be distributed and who is

responsible for creating it.

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Get as close to the 10:1 rule as you can. Can you create 10 pieces of content from

one idea?Blog Post

TweetFB postEmail

#SMWSocialGood Image via ReadyTalk

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Email allows people to subscribe to your brand

and your content, which allows you to build

connections with your audience.

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Email marketing matters● 76% of marketers today say they use

email more now than they did three years ago.

● 95% of consumers are using email and 91% check their inbox at least once a day.

● 77% of consumers prefer email for marketing communications.

Stats via Hubspot

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How can people can subscribe to your email list?

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Your blog matters● You own your content● Huge SEO benefits ● Easy to use and low-

cost● Establishes thought

leadership● Establishes brand

awarenessImage via JoshRolph.com

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For the next five minutes, write down:

● The 5 biggest events on your organization’s calendar

● List all of your existing platforms in order of most important to least important to your organization - remember to include social networks, blogs and email lists

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BREAKOUT SESSION #2

● Form groups of 3-4● For the next 10 minutes, discuss a

piece of content you could create based around one of your tentpole events

● List 3-5 ways you could re-distribute that content across additional platforms

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quick wins

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A strategy is only as good as the team that is able to execute it.

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Systemizing great content

❏ Define content themes❏ Have your team help you brainstorm❏ Create a content calendar❏ Get your team to help create content

on a regular basis

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Our process for creating a content team● Introduce the team to the concept and the

mission on a one-on-one basis● Establish a reasonable timeline and procedure

for content creation● Provide support and creative options● Set and share deadlines● Hold your team accountable● Celebrate wins and share feedback on

engagement

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What investment will have the most impact on your organizational goals?

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To know what success looks like, you have to know how to measure it.

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What part of this do you feel like is going to be the most challenging?

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Subscribe to the DoGooder Dispatches, our weekly email with tips for do-

gooders:

http://bit.ly/DoGooderDispatches

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Have a friend who wanted to attend but couldn’t? We’re doing this again as a

webinar.

Sign up for more information: http://bit.ly/SMWSocialGoodWebinar

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Questions?

Find us on Facebook:facebook.com/

See3Communications

Tweet at us: @BridgettColling @Michael_Hoffman @See3

Email us: bcolling@see3.commhoffman@see3.com