In their fundraising strategies, nonprofits often start with a critical ingredient that many B2B and B2C marketers don’t have: a mission, a reason for existing that doesn’t boil down to “sell something.”
Having a mission provides firm bedrock for great storytelling – a strong foundation from which to grow an effective content marketing program.
Content marketing or inbound marketing is defined as; “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Yet, many nonprofits lack the basic ingredients that most B2B and B2C marketers do have to make content marketing a success: staffing and budget.
Even with these challenges, content marketing for nonprofits, on a smaller scale, is still possible. By taking just a few deliberate steps, nonprofits can create and nurture a content marketing plan that will be dynamic for years, publishing evergreen content which can cut through the noise and deliver long-term results, helping nonprofits to achieve their goal and strive towards a stronger community.
Like the name implies, evergreen content is timeless. These special resources, unique to your nonprofit, are in depth examinations of a problem, solution, trend or topic. They can help your audiences find a collection of information on a subject that interests them which ultimately adds value to your blog.
Creating evergreen content does require a commitment to additional time and resources, but it is worth the investment especially if you want to rank higher in the search engines, drive traffic for years and help your audience find exactly what they are looking for.
Here then are 5 ideas for developing evergreen content;
- Publishing your own original research on a topic that is near and dear to your nonprofit; investing in your own research is hard but it’s well worth it. Your own primary research is unique, exclusive and powerful.
- Publishing an article that is a collection of statistics; if you can’t publish your own research, writing about a collection of statistics is the next best thing. Be exhaustive by talking about countless data points, then add your commentary that helps your audience make use of the data or design an infographic to simplify your content.
- Publish a case study; case studies are great for two reasons. First and foremost, you get to demonstrate your expertise and secondly you get to tell a story. Find a way to connect with your audience on an emotional level.
- Publish a “what went wrong” case study; perhaps even more than success, failure is an effective teacher. I for one tend to connect with people’s failures much more than their successes. I think it evokes empathy and builds trust.
- Publish an article about one shocking statistic and its consequences; this is another creative way to present data by picking one shocking statistic and building an article or eBook around it. Explain the background of the statistic and draw out all the implications you can.
Nonprofits usually operate on a shoestring budget. Instead of waiting for the resources to implement a content marketing strategy, figure out how to operate a manageable content marketing program based on the resources you do have.
Create a one-page documented strategy that lays the groundwork for your program and helps get everyone at your nonprofit, including your board, on the same page using the resources you have and sets up an evaluation process with measurable goals that everyone agrees to.
Staff your team and be inspired. As a nonprofit marketer, you are well positioned to tell stories that have an impact. Your tremendous stories will attract and motivate your audience to do more.
To learn more about the impact inbound marketing can have on your organization download our free eBook entitled, Attracting New Donors Through Inbound Marketing.
You can download it here.