The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereChoosing Tactics for Your Content MarketingFrom the Corn Field to the Digital Era: Content Marketing Starts with TrustWhere Is Content Marketing Headed? An Interview with Michael Brenner
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 PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How 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
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
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.
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.
Content Marketing Adoption Among Nonprofits [INFOGRAPHIC]
Posted on January 18th 2014
It's clear that content marketing has been widely adopted in the for-profit realm, but how far behind do nonprofits lag, if at all?
Recently, I surveyed Bloomerang's database of over 8,000 nonprofit organizations nationwide to gauge their content marketing efforts. The results of the survey can be found in the infographic below:
- 86.23% of respondents are familiar with the term “content marketing.”
- 76.62% of respondents consider content marketing valuable to their fundraising efforts.
- 0.78% do not believe it is valuable
- 22.60% aren't sure
- 58.44% of respondents only have 1-2 staff members involved in creating content, and most spend 1-6 hours per week creating content.
- Only 30.13% of respondents are measuring the success of their content marketing efforts.
- 68.31% of respondents plan on increasing their content marketing activities in 2014.
Email, print and social media are prevelant.
Most nonprofits surveyed seem to have no problem generating content in the form of status updates and tweets, while email newsletters and print material are ubiquitous. Considering the high costs of printing and postage, and diminishing organic visibility on Facebook, email might be the most effective channel with the widest adoption.
Blogging and video are gaining steam, but advanced content still elusive.
36.88% of respondents are blogging while 49.87% are producing videos of some kind. Very few, however are creating advanced content like infographics and eBooks.
Manpower, budget and direction are major barriers to entry.
Among those who aren't creating content, nearly 40% cited a lack of manpower as the reason. 23.57% don't have the budget and 20.97% aren't sure what to create content about. This is little surprise since nonprofits are typically understaffed and overworked. Perhaps the new LinkedIn Volunteer Marketplace could help alleviate these issues.
Measurement is lacking.
Almost 70% of respondents who are creating content aren't measuring its effectiveness. This is perhaps the most alarming statistic of the study. A lack of ROI doesn't seem to discourage, however, as nearly 70% plan on ramping up their content efforts this year.
Do you work at a nonprofit? How much time and energy do you devote to content marketing? Let me know in the comments below.