PatronManager

As a nonprofit marketer, you’re always on the lookout for new ways to engage your current audience, drive brand awareness, and attract new patrons. A great way to do this is by building out a full content marketing strategy, which involves writing and filming material for a wide range of mediums. By creating valuable content that resonates with your audience and speaks to their interests, you’ll keep your nonprofit top of mind when it’s time for them to make a donation. Read on to discover the five key types of content marketing you need to enhance your communications strategy and make a real connection with your supporters.

 

What is content marketing and why is it important?

To start, let’s dive into what exactly content marketing is and how it applies to nonprofit organizations. Essentially, content marketing is all about creating and sharing valuable content that not only gets audiences interested in your brand, but also inspires them to help you achieve your mission. It’s content that focuses on telling the story of your organization and speaking directly to your readers rather than promoting your products and services. When you share advice or give commentary on topics that your audience cares about, they’ll feel a genuine connection with your brand, making it much more likely that they become regular attendees to your performances and fundraisers or loyal benefactors when called upon.

 

Types of content marketing materials

Blog Posts

Writing for your organization’s blog is a content marketer’s bread and butter. Not only is it a free option to increase your visibility and begin building credibility with your audience, it also gives you the flexibility to post about anything you want, from how-to articles, to think pieces on current trends, to interviews with directors. Plus, the right posts will help you rank higher on search engines like Google and Bing, so you can boost organic traffic to your website. However, your efforts don’t have to stop at your own blog! Consider writing sponsored articles or guest posts on relevant third-party websites to capitalize on their established reader base.

 

Video Content

Creating videos is an engaging, highly-visual way to connect with your audience. With the rise of YouTube, TikTok, and other video-based platforms, this form of content is only continuing to grow in popularity and something your nonprofit should take advantage of. In fact, one HubSpot study found that 54% of audiences want to watch videos from organizations they support. Video content typically receives the highest engagement, delivers the greatest return on investment, and allows you to add an even more personal touch to your content marketing strategy. Looking for inspiration? Sharing behind-the-scenes of your set up, conversations with special guests, or highlight reels from your performances is sure to grab your followers’ attention.

 

White Papers

For data-rich topics, white papers are the perfect option. For example, consider discussing topics like arts education in schools or impacts of the arts on public health and social issues to help showcase yourself as a thought leader. This type of content allows you to highlight the challenges your community faces and ways that your organization can be part of the solution. Remember: since white papers are densely packed with data and research, consider including charts and other visuals throughout to keep your readers engaged and encourage them to be invested in your topic. These visuals can even be repurposed for your infographics.

 

Infographics

Want an eye-catching way to discuss one of your nonprofit’s topics of interest? Put together an infographic! These are perfect for summarizing more complex topics and visualizing statistics, like providing a year-over-year analysis of industry trends or a timeline of the history of your organization. By sharing information in a concise, detailed format, you can give a helpful overview of a topic without diving into the more granular details typically shared in your white papers.

 

Testimonials & Reviews

The best way to gain trust in your organization is by recommendations from your audience’s peers. That’s why you should dedicate time to reaching out to your most loyal patrons to share their stories and genuine opinions on what they love most about your organization. Testimonials from employees and other stakeholders about their experiences working for your company is also a great way to share your mission and show what you value. Any reviews you gather can be displayed on your website, on your social media platforms, in emails, or in handouts.

 

Content marketing is a key facet of any strong marketing strategy, as it offers a wide range of opportunities to engage your readers, get your brand in front of new audiences, and ultimately boost your bottom line. Creating valuable content people are interested in is the fastest way to build a community around your nonprofit and raise awareness for the causes you care about, so get started today!