blog and facebook content marketing strategy for nonprofit organization
DESCRIPTION
Overview of content plan for summer interns who will be creating and posting content for the blog and Facebook page. Covers: business objectives, target audiences; brand themes; editorial calendar; content guidelines; resources and tools.TRANSCRIPT
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Content Plan for Blog and Facebook
May 21, 2014
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Overview1. Objectives2. Target Audience3. Content Plan4. Resources
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Business Objectives4 building blocks of strategy
Financial ObjectivesRevenueGrowth
ProfitabilityBudget
Strategic ObjectivesBig picture strategy to deliver
Financial Objectives• Market Share• Product Development
Communication ObjectivesMessages & channels that yield the
Marketing/Strategic Objectives
Marketing ObjectivesDesired customer behavior that will yield the Strategic Objectives
Foundation for content plan
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Financial Objectives
‘What we will measure’
Increased income from:• Rentals• Donors• Foundation Grants
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Strategic Objectives
‘What we will do’To achieve growth:• Increase rental bookings
from previous years• Increase donations from
existing and new donors• Gain eligibility for foundation
grants for MN youth programs
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Marketing Objectives
‘Who and what’• Who we will influence• What we need them to do
Who:• Meeting planners• Church youth leaders• Donors• Foundation grant writers
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Marketing Objectives
‘Who and what’• Who we will influence• What we need them to do
What:• Find our content/engage
and spread WOM• Choose Dunrovin as a
meeting site• Choose Dunrovin as a youth
camp/retreat site• Give financial support
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Communication Objectives
‘Channel and message’• What channel to reach them• What we need to say
Blog and Facebook:• Relevant keywords &
search optimization• Relevant info & user
awareness• Useful, helpful content
to answer questions
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Communication Objectives
‘Channel and message’• What channel to reach them• What we need to say
Meeting planner messages:• Logistics & facilities
[capabilities]• Natural, remote North
woods beauty [differentiator]
• Proximity to Twin Cities [convenience]
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Communication Objectives
‘Channel and message’• What channel to reach them• What we need to say
Youth leader messages:• Camper experiences that build
life skills & hope for the future• Youth experiences that
develop servant leadership & influence skills
• Youth retreat experiences that encourage spiritual growth & fellowship
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Audience Characteristics
Meeting PlannersMeeting Goals:• Productivity/Planning• Team building• Renewal/Healing
Facility Needs:• Comfort & amenities• Technology requirements• Recreation• Proximity to home base• Budget/cost
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Audience Characteristics
Meeting PlannersKeywords:• Meeting space• Meeting venue• Meeting place• Rent space• Twin Cities/
Minneapolis/St. Paul• Women’s groups/ men’s
groups• Retreats – spiritual,
meditation
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Audience Characteristics
Donors/GrantorsFoundation Objectives:• We serve the needs of the
community• Our priorities are consistent
with theirs• We are good stewards of
our resources• We have a clear vision and
leadership team
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Audience Characteristics
Donors/GrantorsKeywords:• Community• Service• Opportunities• Youth leadership• Life skills for youth• Confidence• Minnesota/Twin Cities/
Minneapolis/St. Paul
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Audience Characteristics
Adult Youth Group Leaders
Primary Concerns:• Growth experience• Youth safety• Accommodations match
needs• Reputation of program and
leadership• Budget/cost
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Audience Characteristics
Adult Youth Group Leaders
Keywords:• Youth summer camp• Youth leadership training• Spiritual retreats for teens• Life/leadership skills• Confidence
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Audience Characteristics
Dunrovin Youth
Primary Concerns:• Have fun• Make friends• Reconnect with friends• Learn life/leadership skills• Service/study requirements
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Audience Characteristics
Dunrovin YouthKeywords:• Summer camp• Rock climbing• Swimming/sports• Leadership camp• DLITE• Camp Counselor• Service/teaching/learning
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Content Themes
Dunrovin Brand Messages• Meeting place for adult groups –
near the city, away from distractions
• Natural beauty – rustic, quiet, restful, peaceful
• Place for inner city youth to develop confidence and life skills
• Place for youth to develop leadership and influence skills
• Place for spiritual growth and renewal
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Content Types
Blog Posts• News• Interviews• Lists – 10 things you should know …• Q & A – How do I sign up …• How to – prepare for a retreat• Definition – what is servant
leadership• Opinion/why – why it’s important to
learn leadership• Retrospective
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Content Types
Facebook Posts• FAQs• Dunrovin trivia• Short answer questions• Polls• Fill in the blank• Quotes/scripture• Pictures• Video• Blog posts• 3rd Party content
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Content Publishing
Editorial Calendar• Blue = Facebook post• Red = Blog post• Yellow = Video assignment• Green = holidays
• “Assigned to” initials in main title
• Description details main idea/theme and target audience
• Additional info on content whereabouts
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Content Guidelines
Facebook Posts• Tone = friendly, helpful,
informative, welcoming• Frequency = 1-3 updates/week• Text posts – ideal length 80-120
characters• Response to comments –
within 60 minutes-24 hours• See strategy document for
more details
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Content Guidelines
Blog Posts • Tone = helpful, motivational, conversational, earnest
• Write to an audience of one (first person voice)
• Length = 500-700 words• Reader optimized – white space,
bullets, subheads• Short sentences – max 14 words• Opening – intro topic quickly• Think links• Editing priorities – reader
optimization/search optimization/ consistent voice
• See strategy document for details
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Content Matrix
Topic Audience Objective Theme TypeProject name • Target
• Characteristics• Marketing• Communication
Content theme • Channel• Format
Development Checklist
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Resources
Readability guides for online copy
Writing strong headlines
Writing openers that grab attention
Storytelling form that moves blog readers
Google Drive Folders JGOdigital.com
Social Media/FB ImagesPhotosVideosThemes – capture ideas
Blogging
Social MediaMake your story stand out on social media
Secrets to Facebook engagement
10 starter tips for posting like a pro
Brand themes simplify your content marketing
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Content Marketing Strategy for Blog & Social Media
Dunrovin Retreat CenterDunrovin.org
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JGO Digital
jgodigital.com
Integrated Marketing & Content Strategies for growing your business
John Gregory Olson is principal
of JGO Digital, a marketing
strategy firm that helps
businesses grow customers and
sales. Services include Marketing
Strategy, Content Development,
Blogging, Social Media and print
Marketing Communications.