When I say “marketing” what do you think of?
Business, sales, or those annoying ads that come up on Spotify (the free version) over and over again?
What if I told you that the face of marketing is changing. Not because it’s out of date, but because traditional marketing tactics are losing their effectiveness in our rapidly over-advertised society.
Although marketing is usually thought of as something a business would invest in, don’t be fooled. Marketing is equally as important for nonprofits as it is for businesses.
We know budgets can be tight, and the last thing on you nonprofits mind is paying for marketing. How can you possibly maximize your marketing ROI and garner new support for the good work that you’re up to with limited time and resources?
Here at WannaPixel, we love nonprofits. We don’t want to see our nonprofit friends wasting precious time and resources on a marketing plan that just simply won’t bring the results that you need to multiply the good work that you do.
Let’s talk Content Marketing for nonprofits.
What is Content Marketing anyway you might ask, and how can it help my nonprofit?
We’re glad you asked.
According to Dictionary.com Content Marketing is:
“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
Content Marketing can benefit your nonprofit in a number of ways. Let’s take a look at 5 ways Content Marketing can serve your nonprofit well.
1. Tells your story & builds awareness
It all starts with sharing your stories. Of real people, doing incredible (or even everyday) things. Your nonprofit is doing amazing things, and is making a difference in this world. This is your chance to shout if from the rooftops (or the world wide web…which I think reaches further than rooftops anyway).
Stories move the hearts of people. Your organization’s mission and vision are important, but people are drawn to stories.
Why? Because they can see themselves in the shoes of the individual, because it gives them a practical understand, because it is your mission and vision in action.
Tell compelling stories of the good work that you’re up to, stories of the individual whose life will never be the same, of the change you’ve seen in your community, testimonials from your constituents, volunteers, and donors. Tell of the issue you’re out to address, of the negative effects it has and the hope that your efforts bring to the situation.
2. Draws your target audience to your website
Creating engaging and relevant content through content marketing will draw your target audience to your website. Relevant content helps the right people find your website, and improves your SEO, which ranks your website higher in search engines.
People who are searching for an organization or cause like yours will more easily be able to find you. And isn’t that what we all want, our target audience to find us?
You don’t want people who aren’t interested in what you do to stumble upon your website. You want those who are interested in joining with you in your vision and mission, people who will advocate, get involved, and give. Content Marketing will help your nonprofit draw these kinds of people.
3. Builds trust among your donors
Trust is one of the most important factors to people as they decide which organizations they want to partner with financially. Donors want to know what their money is going towards, what sort of impact it will have, and want to see proof that their donation is making the difference that they intended for it have.
One way that you can build trust with your donors, is through Content Marketing. Use your nonprofits blog, social media channels, and website to communicate with your donors about the good work that is happening because of their generosity, and the difference that they are making by partnering with your nonprofits cause.
The more they see of the good work that you do, the higher their trust will be of your organization.
4. Moves people to action
Drawing people to your content isn’t the last step that you want them to take, it’s a means to an end.
Content Marketing should always direct your audience to the next step that you want them to take. Whether you want them to sign up for regular updates, watch a video, volunteer, share your content, or donate; always give your readers a follow up step with clear and simple instructions on how to take action.
5. Builds your “nonprofit evangelists”
As you tell stories about the good work that your nonprofit is up to, people who engage with that content will be inspired and excited to share with others about your organization.
Encourage your audience to spread the word. Advocacy is one way that they can support the good work that’s happening through your nonprofit, and gives them the ability to be a part of the impact.
Creating quality content helps your audience better understand the impact that your work is having, and provides resources for them to share with others who might be interested.
Here at WannaPixel, we know first hand that Content Marketing is an effective, and cost-efficient strategy to growing your nonprofit. It helps you build meaningful connections with your audience and ultimately encourages them to get involved.
Want some proof?
Read all about it in our clients case study “We Revamped Their SEO Strategy And Boosted Their Revenue By One Million In One Year” where one of our clients grew their online traffic by 2,000% and boosted their revenue by $1 million in one year!
We’d love to help you learn more about how Content Marketing can benefit your nonprofit, help you create and implement a content marketing plan, or check out our free online marketing audit and review.