content marketing opportunities with charities: why you should care. cure brain cancer foundation
Post on 17-Oct-2014
160 views
DESCRIPTION
Content marketing opportunities with charities: why you should care. Low cost, low resource content marketing opportunity, turn-key solution with a fast delivery and measurable against business objectives. By the Cure Brain Cancer Foundation.TRANSCRIPT
![Page 1: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/1.jpg)
1
Content marketing opportunities with charities: why you should care
Camilla Cooke 21.03.14
![Page 2: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/2.jpg)
2
What you need
Cure Brain Cancer Foundation 2
• Low cost, low resource content marketing opportunity. • Turn-key solution with a fast delivery. • Measureable against business objectives. ….that will make you a hero internally.
![Page 3: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/3.jpg)
3
Why work with an NFP?
Cure Brain Cancer Foundation 3
You NFP
You need content & have distribution
They have content, & need distribution
![Page 4: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/4.jpg)
4
What’s so good about NFP content?
Cure Brain Cancer Foundation 4
User Generated Content
+ Backlinks +
Engagement Shareability Search visibility
=
Human stories
![Page 5: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/5.jpg)
5
Next gen sponsorships: from CSR to KPIs
Cure Brain Cancer Foundation 5
Superficial
Low differentiation
Broadcast Engagement
Integrated
High saliency
Hard to evaluate Measureable
![Page 6: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/6.jpg)
6
Next gen sponsorships: from CSR to KPIs
Cure Brain Cancer Foundation 6
Ticking a box Driving your business
![Page 7: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/7.jpg)
7
Brand + cause projects
Cure Brain Cancer Foundation 7
Adopt a cause & create a whole content set around it – great for brand, visibility, engagement – but significant undertaking + less integrated with main brand, product
Amex, “Small Business Saturday”
BOM + Khan Academy, “Better Money Habits”
![Page 8: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/8.jpg)
8
Extreme content marketing – Veterans United
Cure Brain Cancer Foundation 8
Veterans United essentially used a cause to launch an entire product & brand
![Page 9: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/9.jpg)
9
Extreme content marketing – Chipotle
Cure Brain Cancer Foundation 9
Chipotle set up the ‘Cultivate Foundation’ and eschewed all other marketing
![Page 10: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/10.jpg)
10
Making charitable partnerships work hard
Cure Brain Cancer Foundation 10
Separate cause-based programmes require high investment & can limit immediate SEO value & longevity
Extreme content marketing using a cause
is either high risk or the luxury of a highly resourced brand
So how to we make simpler charitable partnerships work harder?
![Page 11: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/11.jpg)
11
Making charitable partnerships work hard
Cure Brain Cancer Foundation 11
What you don’t want
What you do want
More general feelgood Ability to weave words about the brand/product into engaging content on your web pages
![Page 12: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/12.jpg)
12
What are we offering? Content
Cure Brain Cancer Foundation 12
Community Engagement + Ingenious
Fundraising + Human stories
![Page 13: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/13.jpg)
13
How are we offering it? Content package
Cure Brain Cancer Foundation 13
• Low commitment. • Low cost, low resource. • Turn-key solution with a fast delivery. • Measureable against business objectives.
![Page 14: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/14.jpg)
14
What are the benefits?
Cure Brain Cancer Foundation 14
SEO boosting links
Multi format & channel
Measurement
Proof of concept
As video, graphic, text, transcript, blog, slideshare + formatted versions for fb, linked in, G+, pinterest etc.
Full analysis of results vs objectives
Quality not quantity – domain authority, page authority, author rank
Case study for internal use for further content marketing
![Page 15: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/15.jpg)
15
Next steps?
Cure Brain Cancer Foundation 15
OR
![Page 16: Content marketing opportunities with charities: why you should care. Cure Brain Cancer Foundation](https://reader033.vdocument.in/reader033/viewer/2022051608/54414a0eb1af9ff44d8b4666/html5/thumbnails/16.jpg)
16 Cure Brain Cancer Foundation 16
curebraincancer.org.au