Content marketing lessons for – and from – Canadian nonprofits #MarketersUnbound Meetup June 3, 2014

Marlene Oliveira @mo_flow

About me

Marlene Oliveira •  Copywriter and communications consultant to

nonprofits, moflow

•  Founder, Nonprofit MarCommunity •  #NPMC chat

•  Creator, Write Better Nonprofit Websites

Content marketing goals

From #NPMC chat

Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends Content Marketing Institute and Blackbaud

92% of nonprofits are using content marketing

"   69% have someone overseeing content marketing strategy

"   79% cite fundraising as the top goal for content marketing

"   91% use Facebook to distribute content more than any other social media platform

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Content volume

"  65% of nonprofits are producing more content vs a year ago

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Tactic usage

"  Nonprofit professionals use an average of 11 content marketing tactics.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Tactic Usage

"   In person events (88%)

"   Social media - other than blogs (86%)

"   Articles on their website (85%)

"   E-newsletters (84%)

"   Videos (71%)

"   Annual reports (68%)

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Tactic Usage

"   Print newsletters (56%)

"   Articles on other websites (51%)

"   Blogs (47%)

"   Print magazines (33%)

"   Infographics (31%)

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Effectiveness

"   Videos (80% vs. 60%)

"   Articles on other websites (59% vs. 38%)

"   Blogs (58% vs. 38%)

"   Infographics (43% vs. 18%)

"   Online presentations (43% vs. 19%).

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

VIDEO

Plan Canada

ARTICLES ON OTHER WEBSITES

Maple Ridge Arts Centre and Theatre

BLOGS

Canadian Red Cross

INFOGRAPHICS

Imagine Canada

ONLINE PRESENTATIONS

Techsoup Canada

Other tactics

"   Photography

"   Newsletters

"   Storytelling

"   Podcasts

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

PHOTOGRAPHY

Girl Guides of Canada

Girl Guides of Canada

NEWSLETTERS

Heart and Stroke Foundation of Canada

PODCASTS

Greenpeace Canada

STORYTELLING

Furniture Bank

From #NPMC chat

Content marketing challenges

"   Lack of time

"   Lack of budget

"   Lack of integration across marketing

"   Lack of knowledge/training

"   Producing the kind of content that engages

"   Lack of buy-in/vision from higher up inside organization

"   Inability to measure content effectiveness

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

Future of content marketing

"   On average, 20% of nonprofit marketing budgets are allocated to content marketing

"   38% of nonprofit professionals plan to increase their content marketing budgets over the next 12 months

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

DOCUMENT THE STRATEGY

The most effective nonprofit marketers have a documented content strategy.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

MANAGE THE STRATEGY

Nonprofits that are the most effective at content marketing have someone in place to direct the initiative.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

INVEST IN TRAINING

Nonprofits that invest time and money into training and accumulating know-how are the most effective content marketers.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

USE MULTIPLE TACTICS

The most effective nonprofit content marketers use more tactics than their peers, 13 on average.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

INCREASE CONTENT BUDGETS

Nonprofit marketers with a documented content strategy are more likely than those without one to increase content budgets.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

PUMP UP THE VOLUME

The most effective nonprofit marketers increased the amount of content they produced over the last 12 months.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

GET SOCIAL

The most effective nonprofit marketers have far more confidence with all social media platforms, especially Facebook.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

DON’T GO IT ALONE

Effective nonprofit marketers outsource some aspects of content creation to professionals.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

TAILOR THE CONTENT

The most effective nonprofit marketers tailor content more often, in more categories, than their least effective peers.

Source: Nonprofit Content Marketing: 2014 Benchmarks, Budgets and Trends

#NPMC chat

"   Last Thursday of each month

"   1:00 pm ET

"   April archives: content marketing strategy

"   May archives: keep up with production

June: establishing goals/measuring success

nonprofitmarcommunity.com/npmc-chat

Marlene Oliveira @mo_flow

moflow.ca

nonprofitmarcommunity.com