Churches want to reach more people with an

important message. But so many of their methods

are no longer effective.

Postcards, Flyers, and Yelling on Social Media

don’t really work.

But there’s a better way to get noticed.

Businesses have been using it for a while…

It’s proven and effective…

If you want to build awareness, try

advertising. But if you want to inspire action,

use content.

Content marketing focuses on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly-defined

audience.

HERE’S THE DEFINITION OF CONTENT MARKETING…

Valuable, Relevant Content

A Clearly Defined

Audience

Earn the Right to Invite

THINK ABOUT IT…

These are the people you’re

trying to reach.

You’ve already got

this!

This is what you want

them to do.

Why Churches DON’T Use Content Marketing

I KNOW IT SOUNDS WIERD…

Some churches don’t know how

to use content marketing.

I agree…It sounds like something for corporations.

Most churches don’t want to spam people.

Also true…which is why you’re NOT going to do that.

A lot of churches are already busy with existing programs and

outreach methods.

How are they working? Could they work better?

Why Your Church SHOULD use Content Marketing

It’s cheaper than your current strategy.

Postcards, banners and ads are expensive and often don’t work.

It’s more effective than your current strategy.

If something works better, it’s good stewardship to try it.

It’s scalable and repeatable.

Once you figure out this system, you can use it time and time

again.

It’s a digital form of outreach.

The term “content marketing” might not resonate, but it’s really just a modern form of outreach.

Five Steps to Creating Content That Serves Your Community

CREATE A GIVEAWAY

1

Instead of blasting people with information, create something of

value they actually want.

You may not need to start from scratch!

Repurpose existing content.

Make it shorter and sharable.

GOOD NEWS!

Put your giveaway in an easy-to-download format like an eBook, checklist or

a short video.

Ask yourself, “What do people in our community

want to know or do?”

Here are some ideas…

EBOOK: I’m Brand New In Town

PDF: Ten Affordable Date Nights

VIDEO: Helping Kids Become Teenagers

Download a whole list of giveaway ideas for free.

MAKE A WEBPAGE

2

Not a website with menus and pages and options…a one-page website called

a LANDING PAGE.

Great landing pages usually don’t have a navigation menu.

!

!

Great landing pages have a strong headline to grab attention.

!

You can use an image or video to create interest.

!

Focus all of your words on describing the benefits.

!

Great landing pages have a clear and compelling call to action.

Landing Pages are about ONE THING. Make one to describe and “sell” your

free giveaway.

WRITE SOME EMAILS

3

Once people ask for your giveaway, you have

permission and opportunity to have a

conversation.

You can use a free tool like MailChimp to automatically

deliver a series of time-delayed

emails.

Here are the five emails you should write and

automatically deliver to those who ask for your

giveaway.

#1 - Here’s the free thing you asked for…

#2 - Here’s some more help on the the same topic…

#3 - Can I ask you a question about the topic…

#4 - Here’s some more help and a little hint…

#5 - I’d like to invite you to do this…

Then…you can send relevant “one-off” emails…

Learn more about this strategy in our free

eBook.

PROMOTE WEBPAGE

4

Once you’ve got a giveaway, an

autoresponder and a landing page, your

system is all set. But…

It’s time to get as many people as possible to LOOK AT that landing

page.

Tip #1: Put your call to action everywhere.

!

Here’s a tasteful popup banner on a website.

Tip #2: Ask your church to share.

Tip #3: Run targeted ads on the channel of your choice.

!

Here’s a good looking Facebook mobile ad from Ramit Sethi. If you do it right, you can “buy” clicks for just a few pennies.

I ran this ad for one of my giveaways and got 1500 clicks for $150.

MEASURE RESULTS

5

The reason content marketing works is you can measure real-time results

and track activity. It’s based on fact, not feeling.

!

These are the stats for some of my giveaways. I measure the

conversion rate (how well the page is working)

Conversion Rate of Landing

Page

Open Rate of Emails

Click Rate of Emails

THREE NUMBERS TO TRACK

Learn more about this strategy in our free

eBook.