Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
3 Reasons Why Nonprofits Should Excel at Content Marketing [VIDEO]
Posted on December 6th 2013
Getting into content marketing can be daunting, especially for nonprofits. After all, it’s easy for businesses to create content, right? They have the resources and know-how to do so.
Not so fast.
Nonprofits might have the upper hand when it comes to creating blog posts, videos and other pieces of online content. Here are three reasons why nonprofits should excel at content marketing:
There is a great TED Talk by Simon Sinek that all nonprofit professionals should see. In the video, Sinek lays out his concept of a golden circle: a visualization of the three aspects of verbal and written communication.
The golden circle consists of the “what,” “how” and “why.” All organizations have a “what” and “how,” but only a few have a “why.” The organizations who have a defined “why” and who lead all communications with their “why” are the most successful.
That’s why Apple is a more popular brand than Dell, for example. They’re both computer companies, but Apple challenges consumers to “think differently” by never failing to avoid the status quo when it comes to their products.
One major edge nonprofits have over all other companies and organizations is that they all have a “why.” They all have a purpose. It’s what drives their mission. Luckily for nonprofits, the best content marketing is centered around a “why,” not a “what” or a “how.”
The most successful content marketers create content that is educational (why), not promotional (what/how). Blog posts, videos and infographics that get the most views and shares do so because they provide valuable information, as opposed to being promotional or solicitous.
Take, for example, a food bank. A potential article on their blog could be one of the following:
- 5 Things You Should Know About Our Food Bank (What)
- 5 Things You Should Know About The People We Serve (How)
- 5 Things Every Parent Should Know About Early-Childhood Nutrition (Why)
Which of the three do you think would have the broadest appeal? Which do you think would get bookmarked? Which one would be viewed as a resource? Which do you think would generate more search engine traffic?
If you guessed #3, you’re on your way to being a successful content marketer.
There’s a time and a place for the content found in #1 and #2, but #3 has the greatest chance of introducing your organization to those who don’t yet know you, while at the same time building credibility.
Nonprofits carry more institutional knowledge than any other type of organization.
For example, if your nonprofit raises money for Alzheimer’s research, your employees probably know a thing or two about Alzheimer’s. If your nonprofit creates water wells in Africa, you probably know a thing or two about sanitation and hygiene. If your nonprofit recruits tutors for at-risk youth, your employs probably know a thing or two about effective educational practices.
Harnessing the power of your internal subject-matter experts is the key to generating high-quality content on a regular basis. Not only will the content be authoritative, but you can spread the work of producing it amongst several individuals.
In order to work at a nonprofit, which requires sacrifice and carries its own set of unique challenges, an individual must be truly passionate about the cause. That passion can be harnessed and channeled towards content generation. Who do think is more likely to write a blog post: an executive director who cares passionately about the mission she serves, or a 9-to-5 for-profit employee who sits in a cubicle?
There are few things that can attract new employees, volunteers, donors and cause-based marketing partners better than passionate content being written and shared online.