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Secrets of Content Marketing Sorcerers Robert Rosenthal @volmatchrobert Brett Meyer @brett_meyer Kivi Leroux Miller @kivilm Follow along on Twitter: #ntenlearn
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 Content Marketing?
Slide 1 Secrets of the Content Marketing Sorcerers
Slide 2 Secrets of the Content Marketing Sorcerers
Aren’t we already doing that?
Slide 3 Secrets of the Content Marketing Sorcerers
Most nonprofit comm is like this
Slide 4 Secrets of the Content Marketing Sorcerers
When it should be like this
Cat and dog?
Slide 5 Secrets of the Content Marketing Sorcerers
Content marketing can work with traditional marketing
Slide 6 Secrets 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
VM SCREEN SOMEWHERE
NP
VOL CORP
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
Positioning • The Web’s largest volunteer
network • Not just a database • Unique voice/perspective/
outlook/personality • Pioneering expertise as a
nonprofit social enterprise Reputation • “VolunteerMatch cares about
volunteering” • Mission-first • Solutions-oriented
Awareness • B2B lead generation/sales • Consumer traffic – Membership
growth • Press/policy/academic awareness Influence/Social Change • Conversations that lead audiences
to our theory of change • Inspire nonprofits and
corporations to spend more on volunteer engagement.
Our Evolution
Newsletters (2001)
Research, Case Studies, White Papers (2004)
MySpace, Facebook, Blogs, Twitter, Linkedin, Flickr (2006)
Webinar Series (2009)
Multiple webinar series/ Niche distribution / User Generated Content (2010)
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 Corporations Webinars 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
Technology/ Social Media
Communications
Trends & Research
Incentives/ Recognition
Nonprofit-Corporate Relations
Impact & Measurement
Stories of Success
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 Center learn.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 Resources solutions.volunteermatch.org
Slide 20 Secrets of the Content Marketing Sorcerers
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
No Lead Source
Contact us form Best Practice Network Webinars
Conferences
Quarterly Insights Research
Requests for Free Widgets
Outgoing Cold Calls
Requests for Public Use APIs Incoming Cold Calls
Client Referrals
Corporate Lead Records By Source (2012)
History: The Breaking News Model
• New articles published once a month • 3-5 expert guest authors • NTEN determined the content
Slide 27 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/)
Today: The Daily News Model
• New articles published once a day • 10-15 expert guest authors • NTEN determines the theme
Slide 28 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/)
Monthly Themes
Examples: • Mobile • Tech Leadership • Websites
Slide 29 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/)
Audience
Examples: • IT Staff • Nonprofit Leadership • Program Staff
Slide 30 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/sizes/l/in/set-72157616350171741/)
Editorial Calendar
Slide 31 Secrets of the Content Marketing Sorcerers
Repurposing Content
• Social Sharing • Newsletter • Print
Slide 32 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4106193567/sizes/l/in/set-72157616350171741/)
Gamification
• Authors are encouraged to share with their networks • Those same networks then share with their own • Magically expanded reach!
Slide 33 Secrets of the Content Marketing Sorcerers
Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
The sign-up form
Slide 34 Secrets of the Content Marketing Sorcerers
Being Data Informed
Slide 35 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/)
Dynamic Content
• Authors are encouraged to share with their networks • Those same networks then share with their own • Magically expanded reach!
Slide 36 Secrets of the Content Marketing Sorcerers
Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
Engagement Scoring and Predictive Analytics
Slide 37 Secrets of the Content Marketing Sorcerers
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4252110454/sizes/l/in/set-72157616350171741/)
Slide 38 Secrets of the Content Marketing Sorcerers
What do you want to be known for?
Bad Answer!
http://ww
w.flickr.com/photos/pkz/6222862929/
Slide 39 Secrets of the Content Marketing Sorcerers
What you want to say ht
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Slide 40 Secrets of the Content Marketing Sorcerers
What they want to hear
http
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Slide 41 Secrets of the Content Marketing Sorcerers
What you need to produce ht
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9355
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What’s Your Broccoli and
Cheese?
Slide 43 Secrets of the Content Marketing Sorcerers
Evergreen Content ht
tp://
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s/el
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Appears mostly on your website
Slide 44 Secrets of the Content Marketing Sorcerers
Perennial Content ht
tp://
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Appears mostly in your newsletters and blog
Slide 45 Secrets of the Content Marketing Sorcerers
Annual Color Content ht
tp://
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s/ca
lliope
/172
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Appears mostly in social media
Core Topics List for Tabby Cat Rescuers Core 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 Evergreen, Perennial
and Annual Color Content?
http://ww
w.flickr.com
/photos/-bast-/349497988