Everyone wants to tell engaging and compelling stories about their organization, but it isn’t easy. It must be well-orchestrated, budgeted and targeted for your audiences. The goal of our next session is to highlight which non-profits are doing storytelling and content strategy well, so that non-profits can better understand what constitutes a content strategy and structure content around the “story first” approach.
6. THE APPROACH IS QUITE
SIMPLE. WE BELIEVE THAT
THE STORY COMES FIRST.
BEFORE THE CHANNEL.
7. WE DON’T FOCUS ON A
FACEBOOK CONTENT STRATEGY
OR A WEBSITE CONTENT
STRATEGY. WE WANT TO FOCUS
FIRST ON THE STORIES WE WANT
TO TELL.
8. THESE STORIES SHOULD BE
NARRATIVES MEANT TO
ENTERTAIN, CAPTURE INTEREST
AND MOST IMPORTANTLY EVOKE
AN ACTION.
9. EQUALLY AS IMPORTANT
THESE STORIES ARE NOT
SINGLE MESSAGES OR
ADVERTISEMENTS. THEY
ARE A SERIES OF MESSAGES
CONNECTED TO SOMETHING
LARGER.
10. THESE STORIES REPRESENT
WHAT THE BRAND OR
ORGANIZATION BELIEVES IN
AND WANTS THEIR
AUDIENCE TO ENGAGE WITH
AND FEEL A PART OF.
11. THESE BRAND STORIES
SHOULD DRIVE THE
PRIORITIES FOR ALL CONTENT
PRODUCED, PUBLISHED AND
PROMOTED.
12. WITH THIS ALIGNMENT, A
BRAND OR ORGANIZATION IS
BETTER POSITIONED TO
ENSURE CONSISTENT
MESSAGING AND APPROACH
WITH EVERY CHANNEL AND
EVERY TARGETED AUDIENCE
TYPE.
13. LET’S START WITH HOW WE
HAVE TRADITIONALLY
THOUGHT ABOUT CONTENT
THROUGH THE LENS OF THE
PUBLISHING CHANNEL.
15. NOW ADJUSTING THAT
THINKING TO CREATE A
CONTENT STRATEGY WITH A
“STORY FIRST” APPROACH AND
MENTALITY.
16. STORY FIRST APPROACH
STORY FIRST
• .COM blog articles
• Social posts
• Forum
content/response
• Banner ads
• Long form content
type
• Twitter posts
• YouTube videos
• “How To” Content
on .COM
• Social posts
• FB posts
• .COM blog articles
• Promoted Twitter
posts
Theme
#1
Theme
#2
Theme
#4
Theme
#3
35. Evaluate All Goals
All marketing/sales goals should be reviewed
as potential drivers for producing content.
Align Goals to Specific Audiences
Once the goals have been defined, determine
what audiences will be serviced with these goals
and the content produced for them.
Why Should I
Create Content
Identify and Define Goals
Select the goals that are most realistic to
achieve and further define what role you expect
content to play.
38. Topics (Stories)
Based on your audience and
goals, what topics or stories
should you be producing
content for?
Content Type
To tell your stories
effectively, what content
types do you need to
create? Article, video,
infographic, etc?
Audience
Determine who your
audience is. Donors,
volunteers, etc.
Goal Alignment
What are the goals you are
trying to achieve with the
content? The Why Section.
What Content
Should I
Create?
39. Content Themes
• Donor Management
• Success Stories
• Facts/101/Q&A
Content Type
• Blog/Article Format
• White Papers
• Video
• Social Content
Audience
• Members
• Donors
• Board
• Volunteers
Communication Goals
• Acquire new donors
• Increase volunteers
• Increase awareness &
reach of organization
• Engaging the community
What Content
Should I
Create?
40. Content Type
• Video
Audience
• Donors
Content Themes
• Success Stories
Communication
Goals
• Receive more
donations What Content
Should I
Create?
44. Evaluate Resources
What content can your organization create?
What do you need to outsource? Be as
realistic as possible.
3
How Can I
Create This
Content?
Channel & Goal Prioritization
Determine what channels (website,
Facebook, etc.) and what goals are the
most important to develop content for.
45. Planning Ahead
Based off the “What to Create” Planning
stage and the resources available, build out
a working editorial calendar with target
dates.
Measure + Optimize
Before publishing content, make sure you have
a measurement and optimization plan in place
to properly evaluate success.
3
How Can I
Create This
Content?
47. 1) Find ways to break bigger stories into a number of smaller assets to build out
your editorial calendar.
2) Create a visual account of an event for your organization by using a service like
Storify.
3) Don’t be afraid to share content more than once. Your audience consumes
content at different times.
TOP 10
“STORY
FIRST” TIPS
48. 4) You can duplicate and share stories, themes and even the same photo
or video on different channels, but don’t copy/paste the text.
5) Stay up-to-date on the latest technical enhancements for the
publishing platforms. (Images, markup, etc.)
6) Explore different types of articles to build. How-To, Lists, Advice,
FAQs, First-Person, etc.
TOP 10
“STORY
FIRST” TIPS
49. 7) Leverage internal employees or board members as the subject of your
“Story.”
8) Always be looking to Steal Borrow ideas from other Non-Profits. Don’t limit
yourself.
9) Implement an RSS feed like Feedly or Pulse to locate and curate content OR
Monitor Industry Trends with a service like Topsy or Technorati.
10) Review through old marketing folders/files to locate pieces of content that
could be updated and published.
TOP 10
“STORY
FIRST” TIPS
50. INDUSTRY TOOLS - FREE
Content Management
Trello, EditFlow (wordpress plugin), Google Calendar
Content Distribution
HootSuite, HubSpot, Buffer
Analytics + Measurement
Google Analytics, Native Analytics (FB, TW, etc.), Simply Measured
(limited)
54. KEY TAKEAWAYS
1) Lead with the Story, not with the Channel.
2) Identify why you are creating content and agree on goals before you start producing.
3) Organize your content by Audience, Goal, Theme and Content Type. If this doesn’t work, choose
something to structure your content!
4) Find free (or paid) tools and resources to help the gaps of your strategy and execution.
We also have ton of POSSIBLE folk that have helped with Non-Profits.
This is Forrester’s definition of Branded Content: Read the entire statement. I love this definition, except I don’t necessary agree with the last sentence that includes words like paid, sponsorship and placement. But we will get to that later.
it’s become essential for nonprofits toidentify, articulate, and most importantly, market the impact they make with their programs.
Reference what a “Channel” means. Facebook, YouTube, Pinterest, etc.
As digital marketers, we have long identified specific channel strategies, like Facebook and Twitter and then moved to understand what content is needed.
This approach prioritizes channels over specific content stories or themes, which in turn eliminates production efficiencies and creates overall marketing alignment issues.
A story first approach to your content will start with the brand stories and branch off to identify content themes.
Once these themes are identified, the specific content types, format and appropriate channels will be identified to ensure alignment and consistency.
AGENDA OPTION 1
AGENDA OPTION 1
AGENDA OPTION 1
AGENDA OPTION 1
AGENDA OPTION 1
AGENDA OPTION 1
AGENDA OPTION 1
AGENDA OPTION 1
By sharing all video wishes on its YouTube channel, publishing every granted wish on its website, and sharing content on Facebook and Twitter, the organization has put its brand online for the world to interact with.
By sharing all video wishes on its YouTube channel, publishing every granted wish on its website, and sharing content on Facebook and Twitter, the organization has put its brand online for the world to interact with.
By sharing all video wishes on its YouTube channel, publishing every granted wish on its website, and sharing content on Facebook and Twitter, the organization has put its brand online for the world to interact with.
AGENDA OPTION 1
http://vimeo.com/79541124
This is Forrester’s definition of Branded Content: Read the entire statement. I love this definition, except I don’t necessary agree with the last sentence that includes words like paid, sponsorship and placement. But we will get to that later.
Can we build in Primary and Secondary focuses. Simplify and make more direct.
Can we build in Primary and Secondary focuses. Simplify and make more direct.
Add in more examples or utilize an interactive approach.
Add in more examples or utilize an interactive approach.