January 29, 2014
If nonprofits are not utilizing content marketing to help spread awareness about their organization, they are missing out on an excellent tactic that could increase funding and the size of the donor pool. According to a recent survey by the Content Marketing Institute, 92 percent of nonprofits use content marketing and 70 percent have someone in place to oversee its use.
The numbers for both would be impressive for the for-profit sector – they are amazing for the nonprofit sector and show that leaders to do indeed understand the power content provides their organizations. According to the survey, one reason nonprofits benefit so much from content is that their stories are compelling.
A blog post by a company that is seeking to wipe out malaria is going to be more intriguing and heart warming than the daily content of a B2B technology firm. The real-life stories also provide a meaningful message that can encourage readers to give to the organization.
Implementation and excellence are not the same thing
Only 26 percent of surveyed nonprofit professionals believed they were effective at content marketing. A low number considering how many had a person designated to oversee it. However, those with a documented content strategy rate themselves higher than those that do not.
The lesson for nonprofits, even those that currently utilize content marketing, is they need have someone in place to give the campaign direction. However, nearly 70 percent of surveyed nonprofits reported they are producing more content than they were a year ago, so many could still be trying to find their way in unfamiliar territory.
How to improve content marketing
Business 2 Community provides some examples of nonprofits that have excelled at content marketing. One success story is a pet shelter with blog posts and Facebook activity that have garnered thousands of likes and shares. Clearly, their content is spreading the message about their organization.
While they are not publishing a lot of content, Business 2 Community pointed out that what they are publishing is right on the mark. They share stories about their animals that have been adopted and those that still need homes. The group incorporates pictures and other dynamic content that tells a story. In other words, their content is doing what nonprofits strive to do: share their successes and show how funding and donations can help them continue to reach their goals.
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