Content Marketing Strategic Planning for Nonprofits

Interview Highlights

October 17, 2013 – Storytelling is at the heart of any content marketing strategy, and this applies equally to both nonprofit organizations and for-profit businesses. The goal of content marketing is what social media should always have been: creating great, brand-related content that engages your constituents in a manner that leads to measurable gains in awareness, action and loyalty to your cause. Claire Axelrad of Clairification.com shares her 30+ years of experience in the nonprofit sector with Martin van der Roest of the Examiner, and why she believes that content marketing is a “do-over” for sloppy social media strategies as well as the new synonym for branding.

Content is an umbrella term for all that you have to offer your constituents, it’s meant to describe everything related to creating the stories that sell. Developing content around the who/what/when/where/why questions will ensure that your content is relevant and useful to your target audience, gives them a clear call to action, finds them when and where they want to connect with you, and clearly communicates why they should care about you and your mission. Nonprofit goals such as assisting more people, gaining more supporters, increasing the number of volunteers, increasing earned income and hitting fundraising targets can all be accomplished through content marketing.

Key Take Aways

  • Content marketing is the heart and soul of all your marketing; a synonym for branding
  • Content creation should be focused on the who/what/when/where/why of its purpose
  • Marketing and fundraising have to be integrated with IT
  • Volunteers are an opportunity for cultivation, increasing their engagement and investment in your mission

Listen Now

Interview 20 Assets

  • Nonprofits Benefit From Strategic Content Marketing Planning

Nonprofits Benefit From Strategic Content Marketing Planning

  • November 4th, 2013

“Content marketing is the heart and soul of all your marketing. In essence, it’s a synonym for branding because your content defines you. It’s all of your marketing, all of your branding and all of your social media.” – […]

  • Content Marketing Strategic Planning for Nonprofits

Content Marketing Strategic Planning for Nonprofits

  • October 28th, 2013

Interview #20 Transcript – October 17, 2013
Participants: Claire Axelrad and Martin van der Roest

Martin van der Roest: Welcome. I’m Martin van der Roest with the Content Marketing Examiner where we continue to explore enterprise content marketing best practices. Joining […]

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