Tuesday, December 16, 2014

Summary of 2015 Nonprofit Content Marketing Report

The 2015 Nonprofit Content Marketing Report was recently published by Blackbaud and The Content Marketing Institute.

Here are some of the findings:
  • 35% of the respondents said their content marketing is effective in their organization.
  • The top two goals for nonprofit content marketing are brand awareness (87%) and engagement (84%)
  • The top three metrics used to measure content marketing success are increased event attendance/participation (55%) , website traffic (54%) and increased fundraising (44%). Website traffic and increased fundraising were also the top three metrics last year.
  • 50% of the respondents created more content over the past year compared to last year.
  • The average number of marketing audiences is 4.
  • The top six ways nonprofits market their content are social media content-other than blogs (93%), in person events (89%), e-newsletters (88%), articles on website (86%), illustrations/photos (86%), and videos (82%). 
  • The social media site used the most is Facebook at 94%. Facebook was also the most used last year.  Last year's data showed Twitter as the second most used site at 69% and this year it is also the second most used at 84%.  It is interesting to note that each social media site used has increased over the past year. 
  • Facebook is also the most effective social media site used.
  • 48% of nonprofits publish new content daily or multiple times a week.
  • The top three challenges nonprofit marketers face are lack of budget (56%), measuring content effectiveness (52%), and producing engaging content (49%).
  • Nonprofit marketers are currently working on becoming better storytellers (66%), creating visual content (63%), creating more engaging/higher quality content (62%), better understanding of audience (59%), and organizing content on website (59%). 

Wednesday, November 26, 2014

The Impact of Tigers for Tigers

The National Tigers for Tigers Coalition (T4T) is a student conservation organization for colleges with the tiger mascot.  The purpose of this organization to help save tigers and increase awareness of the issues tigers face.

This is such a great idea for schools to increase awareness of their mascots.

T4T recently held their first National Tiger Awareness week. They posted an infographic on their blog about their impact during the week. This is a great example of the type of content nonprofits can share to show their impact.

Here is the infographic they posted-

Wednesday, October 29, 2014

2015 B2B Content Marketing Research Report

The Content Marketing Institute and MarketingProfs recently released their 2015 B2B Content Marketing Research Report.

Here are some of the findings that I thought were interesting:

  • The key theme from the research is to have a documented content marketing strategy. 35% have a documented content marketing strategy, 48% have one not documented, and 14% do not have a strategy.
  • 84% said brand awareness was their most important goal of content marketing.
  • Website traffic (at 63%) was the metric used the most to assess content marketing success.  The lowest metric was subscriber growth at 30%.
  • Content marketing tactics used the most was social media at 92%, e-newsletters at 83%, website articles as 81%, and blogs at 80%.
  • The top four challenges marketers face are producing engaging content (54%), producing content consistently (50%), measuring content effectiveness (49%), and producing a variety of content (42%).  
  • Creating more engaging content is the top content marketing initiative. 69% are currently doing this and 19% are planning to do this within the next 12 months.
  • 55% are currently trying to have a better understanding of what content is effective and what isn't. 31% plan do this within the next 12 months.
  • 63% are currently trying to find more and better ways to repurpose content. 23% plan to do within the next 12 months.
  • 63% are currently trying to better understand their audience. 21% plan to do this within the next 12 months.
  • 62% are organizing content on website. 21% plan to do this within the next 12 months and 12% said it is not a priority.
  • 55% of the respondents that have a documented content strategy publish new content daily or multiple times a week. 

Monday, September 22, 2014

How Digital Content Helps Museums

Last week was #askacurator day on Twitter. I followed along to see what tweets were about digital content. I also tweeted a question about this topic and got some great responses. Listed below is a summary of what I learned from my question and other related information.

How do websites, social media, and blogs help museums?

  • Increased engagement with existing and new audiences
  • Increased accessibility to collections otherwise just kept in storage and seen by no one
  • Great way to connect with people around the world whether or not they visit museums in person
  • Great way to share expanded content beyond the content in museum
  • Great way to tell stories
  • Helps publicize events
  • It helps present artifacts museums would not have room to show
  • Blogs & social media help make collections more visible and accessible
  • Social media helps people learn about museums.
  • Online presence helps share material with the world
  • Online exhibitions are a way to bring a museum to the people and can live beyond the life of the physical exhibition
  • Social media is becoming a much bigger part of museum marketing strategies

Mini Case Studies

  • The Smithsonian National Postal Museum uses Twitter, Facebook, Pinterest, YouTube, and Flickr. They plan to experiment with Instagram and Tumblr next. They also have a blog where they write about postal history stories, objects, famous/rare stamps, and behind the scenes at the museum. People learn about the museum through social media and it helps when others spread the word about the museum.
  • The Everhart Museum uses Twitter every day and Facebook a few times a week. They are trying to do more on Pinterest and Instagram. They post content about current exhibits (facts & objects), collections, and programs & partners. Social media is a great way to spread the word about the museum and interact with people.
  • The Children's Museum of Indianapolis uses social media because that is where their visitors "live". Social media is a great way for visitors to share their memories immediately after their visit.

Friday, August 22, 2014

Ice Bucket Challenge Roundup

The ALS Ice Bucket Challenge has been a trending topic on the Internet. Many people in the nonprofit sector and social media have shared their thoughts about why this challenge has been successful.

Here is a roundup of these articles-

Why the #IceBucketChallenge works (from the Nonprofit Marketing Blog)

What the Social Media Success of the ALS #IceBucketChallenge Can Teach Nonprofits (from J Campbell Social Marketing)

Creating Your Nonprofit’s Version of the #IceBucketChallenge (from Kivi's Nonprofit Communications Blog)

How to Knock Off the Ice Bucket Challenge and Make Social Media Work for Your Cause (from Fired Up Fundraising)

Is A Downer News Cycle A Factor in the ALS Ice Bucket Challenge Success? (from Beth Kanter)

The ALS Ice Bucket Challenge: 3 Lessons In Social Media Strategy (from Business 2 Community)

Four Lessons Brands Can Learn From the ALS Ice Bucket Challenge (from Forbes)

Haters Gonna Hate: Ice Bucket Challenge Edition (from Marissa Garza)

Changing the World One Bucket of Ice at a Time  (LinkedIn post by Nicholas L.)

The Ice Bucket Challenge and the Art of Storytelling (LinkedIn post by Amanda S.)

7 Reasons behind the Fundraising Success of the Ice Bucket Challenge (LinkedIn post by David W.)

What the ALS Ice Bucket Challenge Teaches Us About Social Media (LinkedIn post by Frank G.)

Know of any other articles that explain why this challenge is a success and what nonprofits can learn from it?