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?

Wednesday, July 16, 2014

Nonprofit Editorial Calendar Resources

Editorial calendars is a topic people are interested in talking about in the Nonprofit Digital Communications CoP that I organize for NTEN.

I shared a bunch of resources related to editorial calendars and asked for other resources to be added to the list.  I created a document with all the resources at editorial calendar resources. This includes resources related to nonprofits and general editorial calendar resources.

Here is a list of resources that are about nonprofit editorial calendars:

LightBox Collaborative's 2014 Editorial Calendar

Editorial Calendars - Resources for You (from Kivi's Nonprofit Marking Guide)

How to Create a Nonprofit Editorial Calendar (from Network for Good)

5 Questions to Ask When Planning Your Nonprofit's 2014 Editorial Calendar (from Douglas Gould and Company)

How to Create an Editorial Calendar (from Ann Green's Nonprofit Blog)

Developing an Editorial Calendar for Your Nonprofit Marketing Team (from Salsa)

What editorial calendar resources can be added to the list?

Monday, June 30, 2014

Notes from 2014 Nonprofit 2.0 Unconference

Last week I attended the Nonprofit 2.0 Unconference in DC. Here are my notes-

Session #1  - Making Tech Less Scary (which was really how to make tech less scary for others)

  • Tool vs. Strategy
  • There are many tech tools - how to decide which one to use
    • How to get people to know about tech tools
    • End goal = who are you trying to reach
    • Don't use a technology just to use it
    • Ask about tech tools on discussions like progressive exchange or techsoup
  • Technology in Organizations
    • You need staff in orgs to grow social media by retweeting and sharing
    • People like to learn about people that work at orgs 
    • It's not about e-mail, it's about content
    • It's not about social media, it's about engagement
    • Have a social media policy and include examples of good posts for Twitter & Facebook
    • Have messages ready in advance for Twitter & Facebook
  • Tech Tools
    • Campaign Monitor
    • MailChimp
    • Eventbrite
    • Cyfe
    • HootSuite
    • Issuu
    • Scribd
    • Dedupe
    • ManageFlitter

Session #2 - Analytics
  • What data to tell higher up people in org
  • Types of data
    • Program specific
    • Websites/E-mail/Blogs/Social Media 
  • Shared posts = success
  • Fundraising posts are successful in a different way
  • Tracking e-mails
    • how many people are getting e-mails
    • losing people because of content not because of number of e-mail
    • have a picture in e-mails 
    • have a reason to engage in an e-mail
    • type of of e-mail sent - track open rate
  • Number of website visitors vs. competitors
  • Educate people about why we care about data
  • Types of posts
    • Posts you have to post -  stuff about partners or sponsors
    • Fun posts - like pictures
    • This is like serving veggies and desserts
  • Get data to tell stories, which is what the audience & leaders care about
  • People need to feel engaged and part of the conversation
  • Data takes time
  • Look at bigger picture
  • 3 questions to ask - Who is the audience? What do you want them to do? What does success look like?
  • Have one ask in e-mails

Session #3 - Breaking through the noise
  • Put a happy picture on donation page
  • What works on one social media site might not work on another site
  • Websites and blogs are your hub - use social media to bring people there
  • Find out who your followers are without being creepy
  • Ask for Twitter and Facebook profile links on forms
  • Repurpose content