Nonprofits have a natural opportunity to be awesome at content marketing. Why? The story they have to tell is often times a lot more compelling and easier to tell than those of a public accounting firm. You would think that nonprofits see much greater results from content marketing than for-profit companies. Unfortunately, the opposite is true.
According to a recent study by Content Marketing Institute, most nonprofits are struggling when it comes to figuring out content marketing. While 92 percent of nonprofit professionals use content marketing, only 26 percent say they are effective at it.
So why are so many nonprofits missing the opportunity to leverage content marketing to increase brand awareness and donations? Here are three reasons:
- They don’t understand the requirements of successful content marketing. Nearly 50 percent of nonprofit professionals said they were challenged with a lack of knowledge and training about content marketing. In order to achieve content marketing success, you need to be a journalist and a marketer. Some nonprofits don’t even know how to tell their story effectively. Those that do are great at telling how their nonprofit makes a difference, but don’t know how inspire action.
- They never develop a strategy. Nearly 70 percent of nonprofit organizations featured in the study have someone in place who oversees content marketing, but only 25 percent have a documented content strategy. The nonprofits that are seeing the most success are the ones taking a strategic approach to content marketing. Content marketing is not about sharing as much information as you can as quickly as you can. It’s about strategically providing content in the context your audience needs to move them to action.
- They don’t provide a call-to-action. This is probably the simplest solution for most nonprofit’s content marketing struggles. If you want content marketing to produce results, you’ve got to tell your audience what to do next. Don’t assume they know or make them guess. The key to using content to move people action is to show them what action they should take.
If you’re a nonprofit leader who’s ready to start using content marketing to move people to action, here are a few helpful resources:
- How content marketing can impact fundraising
- How to turn your random ideas into a compelling story
- How to use video content to support fundraising
- Four social media tips for nonprofit leaders
What are some nonprofits that do a good job with content marketing?