Utilizing Your Toolbox: How Nonprofit’s Can Make Better Use of their Resources for Content Marketing
It is popularly known that nonprofit companies carry a vital attribute that many B2C and B2B try to obtain: a message, or driving force that connects more closely with the community. Although B2C and B2B companies may have more resources, such as funds and staffing; nonprofits have a story. But, all too often nonprofits are guilty of not using their organization’s message to its fullest extent and establishing a content marketing plan. With a content marking plan, a nonprofit will be able to continue growing their organization’s purpose, as well as presence within the community.
Here are a few tips for creating a content marketing plan and using what’s already in front of you to your advantage:
Take Your Story in Stride
Instead of letting your company’s purpose boil on the back burner, bring it into the fire by combining it with a structured plan. Ironically, only 79% of nonprofit companies use content marketing. This is a problem, considering those that do use content marketing are finding more success and access to their local community. So, think up some creative ways that you can connect your nonprofit’s story with others. Contests, online open forums, blogs and digital videos are all easy and relatively free ways of to connect your message with your audience. Remember, you’ve got the story in your toolbox—use it!
Get the Board On-Board
Many times nonprofit companies will make the mistake of trying to provide an easy fix to a deeper issue. For example, a nonprofit might bring on an eager college student to handle their social media accounts. But what happens when the internship concludes? To avoid this scramble, two processes should take place. First, a content marketing plan should be documented and conducted step-by-step. Because nonprofit workers are often wearing many hats, this task can seem time consuming. But, if one person can take a couple moments a day to put towards the strategy, it can make a world of difference. From here, involve others from the company to weigh in on the new strategy, as well as help establish measurable goals. Second, one person within the company should be able to handle the content marketing plan and effectively carry it out, even when the help runs dry. Although it might not be their exact job, make sure someone knows at least the basics of the plan and are able to carry them out (should they have to).
Show Me the Money
It can be very difficult for nonprofits to approach marketing strategies, as their financial means are often heavily limited. However, try sitting down and analyzing where exactly all of the company’s funds are going to. Don’t let content fall to the wayside, or become something that can be pawned off on a short-term intern. Let content become a part of the budget, as it is just important (if not more-so) than other categories that are being funded. Also, a big part of the financial analysis should be getting in contact with the other departments as well. For example, if there are ways for the nonprofit as a whole to save money by combining efforts of the various departments, a lot more can be achieved with content.
If All Else Fails
If your company is truly struggling with establishing a content marketing plan, it might be time to call in some help. I know what you’re thinking, help equates to money that the nonprofit doesn’t have. While this is understandable, it might save the company more money in the long run. For example, by partnering up with a content marketing agency, you can have someone do it all, while being familiar with the business of marketing finances. Also, rather than having several different departments trying to make sure the nonprofit’s message and theme is consistent, you can have the content marketing agency keep it uniform.