I recently interviewed Robert Rosenthal, vice president of communications and marketing at VolunteerMatch. Robert talks about how VolunteerMatch has moved away from paid advertising toward content marketing — creating multimedia content that draws people in. For VolunteerMatch, those people fall into two institutional audiences: nonprofits and corporations. Watch as Robert outlines the strategy.
(Sorry the video quality is so bad, but what Robert says is worth listening to!)
I’ll be interviewing Robert again soon . . . what questions do you have about VolunteerMatch’s content marketing strategy?