From the moment we get up in the morning until our eyes close at night, we are bombarded with marketing messages. Today we get marketing messages through our phone’s apps, online, via email, on the radio, on tv, and through the old fashioned postal mail.
Is it any wonder that traditional marketing messages aren’t working? After all, we have to cut through a very cluttered marketing environment in order to reach our nonprofit’s prospective volunteers, advocates, and donors.
This is why many nonprofits are turning to a content marketing approach that creates and distributes content that is relevant and valuable to our target audience. To help explore content marketing for your nonprofit, we spoke with Robert McGuire. Robert has decades of experience in journalism and marketing, and his firm McGuire Editorial is a recognized leader in content marketing.
Our conversation covered a lot, including:
- Ensuring your media messages compete for your audience
- Finding the right channels to broadcast your content
- Micro-conversions that get your audience to take the small steps toward
- Segmenting and messaging to those who take small steps (such as clicking “like” on facebook or signing up for your newsletter)
- The minimum amount of time needed to launch a content marketing campaign