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;
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.
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