Just like with everything else in nonprofit marketing, you need a reason for creating content – a goal.
Are you creating content to . . .
- Attract more program participants?
- Increase the number of event attendees?
- Expand your volunteer roster?
- Grow your mailing list?
- Diversify your supporters?
- Encourage donors to give more money?
- Get reporters to call you for quotes?
- Position your staff as leaders in your field?
- Drive more traffic to your website?
A content strategy can do all of these things, but you need to pick the primary goal, so that you have something to build your strategy around.
You can’t be everything to everyone. And you aren’t alone in using content marketing as a strategy. That’s why it’s so important to set a clear goal, to define your audience, and to limit your niche – the focus of your content – to something you can really become known for.
HOMEWORK: Define a goal or two for your content strategy.