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Brett Meyer from ThinkShout presented an abbreviated version of his session at the 2013 Nonprofit Technology Conference. A recording from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. More information: PDXTech4Good.org
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Secrets of Content Marketing Sorcerers #13NTCssssh
Robert Rosenthal @volmatchrobert Brett Meyer @brett_meyer Kivi 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.
What is Content Marketing?
Slide 2 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 3 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Aren’t we already doing that?
Slide 4 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Most nonprofit comm is like this
Slide 5 Secrets of the Content Marketing Sorcerers: #13NTCssssh
When it should be like this
Cat and dog?
Slide 6 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Content marketing can work with traditional marketing
History: The Breaking News Model
• New articles published once a month • 3-5 expert guest authors • NTEN determined the content
Slide 29 Secrets of the Content Marketing Sorcerers: #13NTCssssh
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 30 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/)
Monthly Themes
Examples: • Mobile • Tech Leadership • Websites
Slide 31 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/)
Audience
Examples: • IT Staff • Nonprofit Leadership • Program Staff
Slide 32 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/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 35 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
Being Data Informed
Slide 37 Secrets of the Content Marketing Sorcerers: #13NTCssssh
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/)
Slide 42 Secrets of the Content Marketing Sorcerers: #13NTCssssh
What do you want to be known for?
Bad Answer!
http://ww
w.flickr.com
/photos/pkz/6222862929/
Slide 43 Secrets of the Content Marketing Sorcerers: #13NTCssssh
What you want to say
http
://w
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Slide 44 Secrets of the Content Marketing Sorcerers: #13NTCssssh
What they want to hear
http
://w
ww
.flic
kr.c
om/p
hoto
s/na
te/4
1276
8397
Slide 45 Secrets of the Content Marketing Sorcerers: #13NTCssssh
What you need to produce
http
://w
ww
.flic
kr.c
om/p
hoto
s/ha
besh
a/39
9355
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http://ww
w.flickr.com
/photos/-bast-/349497988
