Content marketing tutorial for nonprofit organizations in 9 minutes


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You finally built your website … now what? You made all this excellent content, but nobody enters your site. To cure your headaches, watch this training video on very useful content marketing tips for your nonprofit organization.

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What is content marketing?

It is quite simple really. Think of it as two different cubes for your website. One of them is what you already have (the "about us" page, or your "mission statement"). The other cube is what people want. They want what they are looking for. So, again, what is content marketing? You are creating valuable, relevant and consistent content to attract a specific audience.

How to "do" content marketing?

1.Have a content platform

Now that you know what it is, how does content marketing really "do"? Start by having a platform. You need a content management system: think of WordPress, Drupal.

2. Create regular content

You have your platform and now is the time to start playing. Think about your audience. What do you need? What are they afraid of? Find the value they are looking for that helps them, informs them or somehow improves what they are already doing.

3. Create "perennial" content

Think of an evergreen tree. It is green all year, it does not come off, but at certain times of the year, such as Christmas, thousands of people look for evergreens to put in their homes. Think of content that could be relevant throughout the year, but also has episodic peaks of interest throughout the year. That is the type of content that will produce the most value.

4. Have "hooks" to build an audience you can talk to

As a non-profit organization, you are probably giving away free content and free stuff all the time. Well, you will lose money if you continue to do that. That's why you need a "hook." In other words: "why would someone give you your information?" For this example, let's think of an email. If you receive the person's email and that permission to talk to them, the next time you publish free content you can contact them. You can also contact them the next time you raise a fundraiser, or when looking for volunteers, etc. This is how he builds his audience. This is the most valuable asset your organization will have.

5. Content distribution

You created all this amazing content, now how do you get it? There are two simple ways. One is SEO: search engine optimization. You must build your site using the correct keywords and put it where people can find it. The other way to distribute your content is through SMO – Social Media Optimization. You can talk to whoever you want on social networks. Build relationships Perhaps you have written an article that highlights a different organization or product? Let them know! At some point, they could present your organization on your site. That is the cycle you want to create.

You must measure it!

This is the most important. How will you know if what you are doing is correct? Look at your Google Analytics and verify what the data says. Then, adjust according to the results. Notice how people look for their types of content and imitate what is out there. Do more of what works and expand it.

Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofit organizations. In the same way that the Inuits used every part of the whale, Whole Whale leverages existing resources to see, "What else can this do for us?"

Through the use of data analysis, digital strategy, web development and training, WW creates a & # 39; Data culture & # 39; within each nonprofit organization they work with.

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