Secrets of Content Marketing Sorcerers - 2013 Nonprofit Technology Conference - #13NTCssssh

Secrets of Content Marketing Sorcerers

#13NTCssssh

Robert Rosenthal @volmatchrobertBrett Meyer @brett_meyerKivi Leroux Miller @kivilm

Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help you achieve your mission.

Content marketing for nonprofits is creating and sharing relevant and valuable content that attracts, motivates, engages and inspires your participants, supporters, and influencers to help you achieve your mission.

What is What is Content Content Marketing?Marketing?

Slide 2Secrets of the Content Marketing Sorcerers: #13NTCssssh


Aren’t we already doing that?Aren’t we already doing that?


Most nonprofit comm is like thisMost nonprofit comm is like this


When it should be like thisWhen it should be like this

Cat and dog?Cat and dog?


Content marketing can work Content marketing can work with traditional marketingwith traditional marketing

Slide 7Secrets of the Content Marketing Sorcerers

What We Do

• VolunteerMatch is the Web’s largest volunteer engagement network.

• We make it easier for nonprofits, individuals and companies to make a difference through volunteering.

• Since 1998 VolunteerMatch has generated $4.5 billion in equivalent value for the social sector.

Our Audiences

Slide 8

VM SCREEN SOMEWHERE

Secrets of the Content Marketing Sorcerers

The Need How We Help

Nonprofits Effective volunteer engagement

• Online recruitment service

• Enterprise technology solutions

• Education & training

Corporations Successful employee or consumer volunteer programs

• Network of participating nonprofits

• Volunteer opportunities• Enterprise technology

solutions• Education & training• Program development

Individual Volunteers

Meaningful volunteering

• Access to volunteer opportunities

Big Picture Goals


Our Evolution


Our Evolution

Web 1.0 Marketing(1998-2006)

Web 2.0 Marketing (2006-today)

Outreach In-reach

Content as Member Benefit Content as Public Benefit

About Us About You

The Site The Network

Commonality Specialty

Broadcast Conversational

List Rentals Opt-in

Advertising, List Trades, PR Multi-channel engagement


Channels Today

Individual Volunteers Nonprofits CorporationsWebinars Webinars

•Practitioner Series•Insights Series

Webinars•Insights Series

Monthly Email Newsletter Monthly Email Newsletter Monthly Email Newsletter

All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)

Dedicated Blog(EngagingVolunteers.org)

Dedicated Blog(VolunteeringIsCSR.org)

All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)

Quarterly Insights Research

Offline Events All Audience Social Networks (Facebook, Linkedin, Twitter, Pinterest)

Linkedin Subgroup

Offline Events


Volunteering

Theme Strategy


Themework for Multiple Audiences

Nonprofits Corporations• Using VolunteerMatch.org• How to recruit volunteers online• Needs assessment• Designing great volunteer opportunities• Resources for learning more about volunteer

engagement• Seasons of Service• New trends in volunteer engagement• Innovative ways nonprofits are involving

volunteers• Corporate-nonprofit relations• How technology is changing volunteer

engagement• Working with corporate volunteer programs• How to recognize and reward volunteers• Working with donor programs • Engaging Millennial and Boomer volunteers

• The Business Case for employee volunteering• Connecting volunteer programs with

corporate capabilities• Disaster preparation and response• Managing global programs• Corporate-nonprofit relations• Assessment, measurement, reporting• Reputation and branding• Trends in cause marketing• Pro bono program models and trends• Skilled volunteering• Engaging Millennial and Boomer employees• Intrapreneurship• Developing culture of involvement• HR and recruitment trends• Reporting on employee volunteering• Creating and evolving incentive programs• Great stories from effective programs


Nonprofit Programs

EngagingVolunteers.org


Nonprofit Programs

VolunteerMatch Learning Centerlearn.volunteermatch.org


Nonprofit Programs

VolunteerMatch Group at LinkedIn


Nonprofit Programs

Nonprofit Insights Series Webinar


Nonprofit Programs

User Generated Content


Corporate Programs

VolunteeringIsCSR.org


Corporate Programs

Corporate Resourcessolutions.volunteermatch.org


Corporate Programs

Best Practice Network Webinars


Corporate Programs

VolunteerMatch Solutions Twitter Feed


Corporate Programs

VolunteerMatch Solutions Subgroup at Linkedin


Distribution Matters


Measurable Impact

Top Keywords• volunteer recognition

• volunteer recruitment strategies

• civically engaged

• volunteer management software

• national volunteer week

• volunteer appreciation

• engaging volunteers

• corporate volunteer programs

• how to motivate volunteers


Measurable Impact


THANK YOU!


History: The Breaking News ModelHistory: The Breaking News Model

• New articles published once a month

• 3-5 expert guest authors

• NTEN determined the content


Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/)

Today: The Daily News ModelToday: The Daily News Model

• New articles published once a day

• 10-15 expert guest authors

• NTEN determines the theme



Monthly ThemesMonthly Themes

Examples:

• Mobile

• Tech Leadership

• Websites



AudienceAudience

Examples:

• IT Staff

• Nonprofit Leadership

• Program Staff



Editorial Calendar


Repurposing ContentRepurposing Content

• Social Sharing

• Newsletter

• Print



GamificationGamification

• Authors are encouraged to share with their networks

• Those same networks then share with their own

• Magically expanded reach!


Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)

The sign-up form


Being Data InformedBeing Data Informed



Basic Analytics


Social Analytics


Dynamic ContentDynamic Content

• Authors are encouraged to share with their networks

• Those same networks then share with their own

• Magically expanded reach!


Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)

Predictive AnalyticsPredictive Analytics




What do you want What do you want to be known for?to be known for?

Bad Answer!

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What you want to sayWhat you want to say

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What they want to hearWhat they want to hear

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What you need to produceWhat you need to produceh

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What’s Your What’s Your Broccoli and Broccoli and

Cheese?Cheese?


Evergreen ContentEvergreen Contenth

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Appears mostly on your website


Perennial Content Perennial Content h

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Appears mostly in your newsletters and blog


Annual Color ContentAnnual Color Contenth

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Appears mostly in social media

Core Topics List for Tabby Cat RescuersCore Topic Evergreen Perennial Annual Color

Where to adopt a tabby Directory - only updated as needed

Share Facebook updates from our key adoption partners

How to help tabbies

Top Ten Ways to Help Regular features in newsletter and blog

Stories about star volunteers, etc.

What tabbies are available for adoption right now

Weekly newsletter feature Featuring individual tabbies on Facebook and Twitter

The history of tabbies

Single web page – update only as new research becomes available

Trivia questions on tabby history

What’s Your What’s Your Evergreen, Perennial Evergreen, Perennial

and Annual Color and Annual Color Content?Content?

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