If your nonprofit has a specific mission and you’ve created branded visuals and content, you’re headed in the right direction. But you’ll also need a content marketing strategy to improve your odds of getting in front of the right people.

What is a Content Marketing Strategy?

It’s the planning and processes of developing and publishing branded content using digital marketing strategies. The right content marketing strategy for your nonprofit organization will be determined by your marketing goals, the size of your staff and your budget.

Types of Content Marketing

Content marketing includes the following digital assets:

• Blog articles
• Social media posts
• Webinars
• Podcasts
• Email campaigns
• Photos and videos
• Infographics
• Whitepapers
• Annual reports
• Case studies and testimonials

Advantages of Content Marketing for Nonprofits

The beauty of content marketing is its scalability. You don’t need to participate in every channel, only those that make sense for your audience and content style. And by strategically re-working your content for different channels, you can save time and make the most of your creative resources.

A good content marketing strategy:

• Generates quality donor traffic
• Improves audience retention
• Boosts search engine results page (SERP) rank
• Increases your nonprofit’s online visibility and brand awareness
• Establishes your organization as an industry expert and thought leader

Establishing an Effective Content Marketing Strategy

Define your goals: What do you hope to achieve by implementing a content marketing strategy? Do you want to expand your donor base or improve fundraising efforts? Different goals may require different types of content marketing. Well-defined goals will provide a standard against which you can measure success.

Optimize new content: Considering search engine optimization (SEO) when creating content like blog posts and URLs is important. Including relevant keywords in your content will help Google and other search engines crawl your site and rank your content on SERPs, increasing the likelihood of it being seen by your target audience.

Repurpose existing content: Use your current assets for different types of content marketing. You could turn a podcast or webinar into a concise social media post to recap important information. Blog articles make useful how-to guides and can be converted into email content. You’ll reach different audiences by republishing existing content on other digital platforms without having to create new copy.

Find the right tools: You’ll need different platforms to implement your nonprofit’s content marketing strategy. WordPress is a useful content publishing platform. Programs like Yoast, Moz and Ahrefs are good for tracking SEO and keyword research. Google Analytics monitors website metrics and audience interaction. Vbout and Stripo are useful platforms for creating and tracking email campaigns.

You have a cause to address. Let MadAveCollective help you manage your marketing so you can focus on what’s most important to your nonprofit. Contact us to set up a meeting.