Why does your nonprofit need a content marketing strategy? Here's why.
Nonprofit Communications WITHOUT a Content Strategy:
You publish a random collection of articles and other pieces of content.
You focus on your org's goals, like fundraising, participation rates, and reporting on activities.
You write about your expert staff.
The first person (I, Our) or third person (The nonprofit, it) dominates your writing.
You feel like a salesperson as you write.
You make your readers feel suspicious and annoyed.
Readers may think of you as an intruder, or someone who interrupts all the time.
Your website, newsletter, and social channels are all managed separately.
Marketing, fundraising and program staff only talk to each other when they need something from someone.
You leave people hanging.
You make it all up as you go.
Your communications are unpredictable.
You create long, tedious to-do lists.
Nonprofit Communications WITH a Content Strategy:
Each piece you create fits into the larger story you are telling.
You focus on supporters' and participants' goals, like having fun, being a better person, and beating the bad guys.
You share your expertise.
The second person (you, your) dominates your writing.
You feel like a journalist when you write.
You make your readers smarter and happier.
Readers will think of you as an invited guest who seems to know just what they wanted and what to say.
You tailor and repurpose content for different channels, but the core message is the same.
Marketing, fundraising, and program staff work together constantly.
You suggest next steps or opportunities.
Your work is planned, but with built-in flexibility to adjust as needed.
Your communications are consistent, like a promise made and kept.
You create results.
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