Content, Connectivity & Convergence. A Shared Strategy For Your Nonprofit Organization

Transcription

1 Content, Connectivity & Convergence A Shared Strategy For Your Nonprofit Organization

2 No matter the size or budget of your organization, content is powerful enough to level the playing field.

3 Ubiquitous Connectivity 50 billion connected devices by 2020 On-demand culture Channel and device of choice CREATE CONSUME PUBLISH INTERACT TRANSACT

4 Sharing and Connecting Most people use an average of three different social channels 73% of tweets are linked to content

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6 We re All In The Content Business Meetings and Annual Reports, Case Statements Websites, Social Media, Blogs, Landing Pages News Releases, White Papers Videos and Displays

7 Three Major Issues Silos between management, PR, social; gaining consensus Mechanical vs meaningful messaging, engagement, promotion Ambiguous measurement focused on quantity and AVE vs quality and impact on business

8 The Value of Content Drives discovery and sharing Powers online search Attracts and engages stakeholders Earns your share of market

9 Content In Relationship Lifecycle

10 Content Connects Us

11 Content Levels The Playing Field Generate quantities of good content Distribute it intelligently Re-purpose it creatively

12 Do You Publish and Pray?

13 Information Journey #1 influencer on consumer decisions is search #2 influencer is online word of mouth 48% of consumer actions are influenced by search and social media 79% of desktop access is to socialize

14 Leap From PR to Content Increase exposure Raise awareness of mission Educate audiences Improve positioning Generate inquiries/members Increase contributions

15 If you want to ensure your organization gets in the media then become the media.

16 Stakeholder Optimized Content

17 5 Steps To Success

18 1. Customer. Problem. Solution. Who is your audience? What are their goals? Which problems can be solved with content?

19 1. Customer. Problem. Solution. What are YOUR goals? What makes your story different? How will your content solve a problem for your target audience?

20 2. Find The Sweet Spot What information do your stakeholders crave? What do you offer of value?

21 Align Content With Needs Awareness Interest Consideration Engagement Retention Advocacy

22 Content, Content, Content News releases Research & surveys Case studies Social content Digital newsletters ebooks Videos And more

23 3. Facts Tell, Stories Sell What s the narrative? How will it persuade? How does it connect your past stories Weave themes into stories

24 4. Grow Your Channels Listen (via monitoring tools) Create Engage

25 5. Always Be Optimizing Set goals Make a plan Implement Measure results Refine content Repeat

26 Content Metrics Fans Friends Followers Comments Likes Google Plusses Links Search Traffic

27 Organizational Success Enhanced engagement Shorter education cycle More inquiries/referrals Retaining supporters Increased contributions Lower marketing costs Larger share of voice

28 Can You Really Do All This?

29 The 360 Degrees View View search, social and content holistically Optimize everywhere across all channels Research, listen and audit Set goals; create a roadmap Integrate all opportunities for content, connectivity and convergence

30 Content, Connectivity & Convergence Content is the currency Brands are publishers Understand your audience Optimize your plan

31 27 Quick Content Tips Spend as much time promoting your content as writing it Content that is at least 2,000 words ranks higher Content isn t king; GREAT content is king Content is more than just text think video, photos, infographics, comics Don t expect a direct ROI Convince the boss that you should be leveraging content:

32 27 Quick Content Tips Once you start, don t stop be consistent Be prepared to put in several months before you start seeing results Need titles try this: Collect s and tell people when you have new content Test different content types to see what appeals most to your audience Want more social traffic? Try

33 27 Quick Content Tips Best form on content is evergreen relevant one, two, even five years from now When blogging, use Google Authorship to build brand and SEO ranking: For titles, try to please both people and search engines Build up your Twitter and Facebook profiles Implement a guest blogging strategy Link out to other sites

34 27 Quick Content Tips Conduct a webinar If you use infographics, embed codes at the bottom of each graphic Before you start, create a content calendar Try this formula for creating viral content: Don t just re-post; take the time to make other info better

35 27 Quick Content Tips Moderate your user-generated content Make your content compatible with tablets and mobile phones Write blogs as if you re having a conversation Learn how to convert readers to fans:

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