Traditional marketing methods aren’t as effective today. People avoid ads as much as possible because they are constantly bombarded with aggressive marketing tactics.
Marketing your nonprofit in an effective manner that allows you to build trust with potential donors requires alternative strategies and this is where content marketing thrives.
Content Marketing is approaching audiences with valuable, relevant and consistent content that will drive positive engagement and conversion. This strategy thrives because the entire focus is on providing value to the target market above all else, not what your trying to get them to buy into. If you want individuals to support your organization, its critical to understand how you can help them instead of the other way around.
They are 4 key metrics that define and measure the usefulness of content marketing.
- Leads: Qualified visitors interested in your product
- Influence: Does your content directly create sales or improves perceived trust?
- Conversion Rates: Does your content convert leads into sales?
- Traffic: Do people visit your site for your content?
Blog posts are the most effective form of content marketing (just like this one!) however there are many types of content such as:
- Social media posts
- White papers
- Resource guides
- News announcements
Regardless of what you choose, it’s important to emphasis if your selected audience demands this content and whether it is interesting or relevant.