According to the 2015 Nonprofit Content Marketing Bechmarks, Budgets and Trends—North America Report, 35% of nonprofits say that their organizations are effective at content marketing. To help increase these numbers, we've compiled 3 awesome resources for your 2015 editorial calendar.
Before we dive into those, let's cover the basics:
What is content marketing?
According to the Content Marketing Institute, "Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audiences—with the objective of driving profitable customer action."
To take it one step further, it's worth noting that content has to be coupled with conversion rate optimization to turn anonymous website visitors into email/mobile subscribers, volunteers, and/or donations in order to maximize ROI. It's also good to know the difference between content marketing and inbound marketing.
Why it's important
Today's donors are turning to Google, social networks, and your website to gain awareness, consider ways to support your cause, and make decisions to volunteer or donate. Since building a mobile database is one of the ways to maximize the effectiveness of your mobile fundraising program, your content is the fuel that converts anonymous website visitors into mobile subscribers (opt-ins).
Content also helps to catch the attention of media outlets, increase organic search traffic, and maximize social media ROI.
Now that we're on the same page, here are 3 resources to help you create your 2015 editorial calendar for your content marketing efforts:
- Google Keyword Planner
If you're going to be creating content, you might as well use it to increase the chances of driving organic traffic to your site. When you use actual keyword phrases (instead of internal language) with search intent throughout the donor's online journey.
Let's say you're an animal welfare organization. If you enter "animal welfare", you'll find that there are approximately 4,400 Average monthly searches. You'll also find that there are other great search terms with high monthly searches you can use.
Keep in mind that you should be creating content on topics, not keywords since you're writing for your audience, not Google. By doing a quick Google search with the keywords, you'll get a better understanding of the topics and search intent of potential supporters.
- Google Trends
The Merriam-Webster definition of "relevant" is having significant and demonstrating bearing on the matter at hand." Google Trends is a great resource for marketing to find topics that people are are interested in and to incorporate a little predictive analytics for your content publishing calendar.
When you identify patterns year after year, it can help you to identify topics to write about later in the year.
It's also pretty cool to see regional interests of the search terms, which can help with an Adwords campaign or events for the year.
- Awareness Dates Calendar
Speaking of relevant, you can leverage awareness days to create content and capitalize on significant events throughout the year. Nonprofit Tech for Good (@) put together a list of 2015 Cause Awareness Days along with hashtags to use to join the conversation on social media.
To save you the time of entering it into your calendars, you can simply import this CSV file into Google Calendar. Here are step by step instructions to upload a CSV file to Google Calendar.
"For it is in giving that we receive." - Francis of Assisi
When you create and distribute relevant content with your supporters in mind, you will attract new donors and turn donors into advocates for your cause. As you plan your content for the year, I hope these resources help you become more effective at content marketing.
If you want to share your experiences and challenges throughout the process, I welcome you to join the conversation in our Linkedin group, Mobile Marketing and Fundraising for Nonprofits.
I'm looking forward to reading and sharing the amazing content that you put together this year!