AVCA Volunteers Presentation August 2014

WHAT IS THE MOST TALKED ABOUT TREND IN DIGITAL!COMMUNICATIONS FOR 2014?

CONTENT!MARKETINGMAKING IT WORK FOR YOU

CONTENT MARKETING IS CRITICAL FOR ONGOING DONOR!ENGAGEMENT

@reeves501 @stoneward

#AVCADigiContent

WHAT IS CONTENT MARKETING?

Content marketing is the art of communicating with your volunteers and donors without asking for anything in return. !It is non-interruption marketing. !Instead of pitching your organization, you are delivering information that makes your volunteers and donors more intelligent.


#AVCADigiContent

WHAT IS CONTENT MARKETING?Good content marketing makes a person !

STOP!LISTEN!THINK and!BEHAVE!!differently. @reeves501

@stoneward #AVCADigiContent

If you deliver consistent, ongoing valuable information to volunteers and donors, they ultimately reward you with their time and money.


#AVCADigiContent

BRANDS AND BROADCASTERS ARE YOUR COMPETITORS AS BOTH SEEK TO BECOME CONTENT PRODUCERS TOO


#AVCADigiContent

NEED PROOF?


#AVCADigiContent

The ALS Ice Bucket Challenge.@reeves501 @stoneward

#AVCADigiContent

12 staffers with managing editor — a former TV journalist. !Attracts 1.2 million visitors a month.


#AVCADigiContent

Site managed by a former journalist. !Ratified as a news site by Google News.


#AVCADigiContent

Site managed by a former journalist. !Provides content to WSJ CMO Today and Fox Business News


#AVCADigiContent

Led by a former AP journalist. !Content sent to Business Insider.


#AVCADigiContent

Treatsie

Bourbon & Boots @reeves501 @stoneward

#AVCADigiContent

HOW CAN YOU COMPETE?


#AVCADigiContent

!

VOLUNTEERS AND DONORS SHARE THE CONTENT THEY THINK IS COMPELLING.!


#AVCADigiContent

WHY DO YOU HAVE A WEBSITE?!


#AVCADigiContent

WHY DO YOUR VOLUNTEERS AND DONORS VISIT YOUR WEBSITE?!


#AVCADigiContent

IS THE CONTENT ON YOUR WEBSITE ABOUT YOUR VOLUNTEERS’ AND DONORS’ CORE INTERESTS?!


#AVCADigiContent

OR!@reeves501 @stoneward

#AVCADigiContent

IS IT ABOUT HOW GREAT YOUR ORGANIZATION IS?!


#AVCADigiContent

WHAT MAKES YOUR ORGANIZATION’S CONTENT SO INTERESTING THAT !PEOPLE WILL WANT TO !TALK ABOUT IT AND SHARE IT !WITH THEIR FRIENDS?


#AVCADigiContent

WILL PEOPLE SHARE AND SPREAD THIS INFORMATION IN SOCIAL MEDIA?!!

WILL THEY TALK TO THEIR COLLEAGUES ABOUT IT?!!

WILL THEY SEARCH FOR IT?!!

WILL THEY BECOME SO ENGAGED IN IT THAT THEY WILL FRIEND OR FOLLOW YOU? @reeves501

@stoneward #AVCADigiContent

THE HEART OF CONTENT MARKETING IS MAKING CONTENT WORTH SHARING.


#AVCADigiContent

COMPARED TO TRADITIONAL MARKETING CONTENT MARKETING:

• Is about the volunteer, not you. • Pulls listeners in with relevant content to them. • Is two-way conversation instead of a monologue. • Is more dynamic and easier to change. • Has the potential to reach wider, maximizing word-of-mouth. • Has a much longer shelf-life. • Easier to measure. • Happens before and after learning about your organization.


#AVCADigiContent

WHY CONTENT MARKETING:• 61% of consumers say they feel better about a company that

delivers custom content. • 7 in 10 consumers prefer to learn about a company through

articles, not ads. • 90% of consumers find custom content useful. • 78% of of consumers believe that organizations providing

custom content want to build good relationships. • 68% of consumers spend time reading content from a brand

they are interested in. • Social media and blogs account for 23% of all time spent

online. • Interesting content is a top 3 reason people follow brands on

social media. @reeves501 @stoneward

#AVCADigiContent

PLAN!CREATE / CURATE!DISTRIBUTE!BE FOUND!RESPOND & CONVERSE!MEASURE!


#AVCADigiContent

PLAN• What do you want to be known for? What can you be known

for? • What are your audiences’ challenges? • What kind of content do they consume? Where do they

consume it? • How can you create interesting yet consistent content that will

attract new volunteers and retain old ones? Who is writing it? Who is managing it?

• When all is said and done, what business results do you want to achieve for all your hard work?

• How will you know if this stuff is working?


#AVCADigiContent

CREATE / CURATE• Be interesting, valuable, and educational. Too many people

create content that is self-serving and uninteresting. People won’t read or share that.

• Tell personal stories, engage people in a way your competitors aren’t doing, and give away advice.

• Offer your audience a combination of original and third party content provides a branded context for your work.

• Curating other people’s content positions you and/or your organization as a tastemaker in your field.

• Create a fresh perspective to engage people and cultivate curiosity and a need.

• Brand Value = Content x Connections x Engagement@reeves501 @stoneward

#AVCADigiContent

DISTRIBUTE• Plan content distribution. Spend just as much of your time

creating content as you do distributing it. • Encourage social sharing of your content. Plan out your social

media content distribution. This means creating different ways to share your own content over a period of time in addition to including social sharing icons.

• Promote your content. Leverage whatever resources and connections you have. Make a checklist of your owned, social media and third party options.


#AVCADigiContent

BE FOUND• Establish 30-50 keyword phrases relevant to your audiences,

and ensure these phrases are used in all of your content. !

• Identify conversations around the web that you should contribute to and link back to your content. Use tools like Google Alerts or TalkWalker that have keyword search capabilities. !

• Cross-promote your content in relevant communities. For example, post your videos on YouTube, your audio on SoundCloud, and embed them in landing pages that can be measured, and link to your landing page.


#AVCADigiContent

BE FOUND• Update your website constantly with the fresh content so

Google keeps ranking your site higher for keywords and lets your content get found. !

• Consider PPC campaigns to promote your content. !

• Ask influencers to share your content. There is no better way to get your content shared than by referral. !

• Consider using old-fashioned email and include the forward to a friend functionality.


#AVCADigiContent

RESPOND & CONVERSE• Establish a listening campaign to figure out who’s doing the

talking and what’s being said. • Respond quickly to comments and feedback. • Think about where your customers are located online and join

those communities. • Consider how you will connect with the more influential

conversationalists within those communities. Do you need to comment regularly on select blogs?

• Use communities to interact with your community by asking questions (surveys), participating and contributing to conversations (comments/discussion forums) and sharing your expertise (your content).


#AVCADigiContent

MEASURE• Which conversations drove traffic? • What content and messaging converted most effectively? • What audience segments have the most potential for

increased traffic? • Where is the brand love around your organization? • Which conversations align with the organization’s purpose?


#AVCADigiContent

CONTENT TYPES!!

THINK CONTENT VARIETY BECAUSE NOT EVERY TYPE OF CONTENT APPEALS TO EVERYONE. !

SPECIFICALLY, 83% OF LEARNING OCCURS VISUALLY.


#AVCADigiContent

CONTENT IDEAS

• Articles • Blogs • Books • Case studies • Cartoons • Catalogs • Charts • Email newsletters • Ebooks

• Exhibits • Infographics • In-person events • Magazines • Microsites • Mobile apps • Mobile website • Newsletter • One-sheet

• Suggested use • Photographs • Podcasts • Research • Social media • Testimonials • Videos • Websites • Webinars


#AVCADigiContent

TIPS!


#AVCADigiContent

TIPS• Use a variety of platforms • Build content assets • Tell stories people relate to • Crowdsource content • Curate content with care • Brand your content • Avoid THDR • Optimize for findability


#AVCADigiContent

WHY CONTENT MARKETING:

LOYALTY!!

SHARES!!

REACH


#AVCADigiContent

FINAL THOUGHT: !

QUALITY OVER QUANTITY.!!

DON’T PUT IT OUT THERE UNLESS IT IS GOOD. YOUR REPUTATION IS AT STAKE.


#AVCADigiContent

BONUS THOUGHT: !

QUALITY TAKES TIME.!!

PLAN AND BUDGET ACCORDINGLY.


#AVCADigiContent

THANK!YOU

Emily Reeves [email protected] @Reeves501

mailto:[email protected]

Marketing

AVCA Volunteers Presentation August 2014