Content is just content unless it’s working to achieve a higher goal. Also: why a meeting’s change initiative often fails.
In order for your organization’s content marketing strategy to be effective, it needs to be working toward a larger goal, whether that’s growing awareness or building up your email list.
Another hard truth of content marketing: It’s all about messaging.
“It’s really easy to get sucked into thinking that content marketing is all about having your content in all the right places,” says Kivi Leroux Miller on Nonprofit Marketing Guide. “But that’s not really true. It’s much more important that you get your messaging right and then repurpose that relevant message into multiple channels. Start with the relevant message, not the channel.”
And how you deliver that message matters, too. A creative, narrative approach that connects to audiences and propels them to act will do a lot more for your organization than duller news writing.
“Too many times we see the potential for great content squandered because the nonprofit couldn’t get away from a straight (boring) news approach to the copy,” Leroux Miller says. “You will likely need to vary your writing styles and add storytelling, donor-centered copy, opinion writing, lifestyle pieces, or a humorous style to your ‘just the facts’ approach to get the most from your content marketing.”
What Causes a Meeting’s Change Initiatives to Fail?
— MeetingsNet (@meetingsnet) March 19, 2019
Changing up an annual meeting is no easy feat—but not for the reasons you might think. A Harvard Business Review study [PDF] highlighted by MeetingsNet says money and time are the least likely culprits that cause change initiatives to fail. Instead, 62 percent of survey respondents said poor communication was to blame. Many also said insufficient leadership (54 percent) and organizational politics (50 percent) played a big role.
Other Links of Note
Working without a marketing plan? The Bloomerang blog explains why a marketing strategy is essential—and how it can help build up other areas of your organization.
Workplace rituals build resilience in your organization, says nonprofit thought leader Beth Kanter.
Before starting a podcast, read a take about the field from HubSpot’s Podcast Marketer Sam Balter.