The document discusses content marketing for nonprofits. It introduces the book "Content Marketing for Nonprofits" which uses a backpacking metaphor to explain the content marketing process. The book is divided into five sections that cover finding a new path with content marketing, redefining marketing relationships, preparing a content marketing plan, implementing the content strategy, and understanding various communication channels. It also advertises free worksheets and opportunities to join a book club or e-clinics related to the book's topics.

1. Free worksheets that
go with the book:
kivilm.com/hello
Kivi Leroux Miller
@kivilm #cm4np

2. What is
Content
Marketing?

3. Most nonprofit comm is like this
Interrupting . . .

4. When it should be like this
versus Attracting

5. Content Marketing . . .
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you desperately
want them to read.

6. Aren’t we already doing that?

7. Here are three
Key
Differences

8. 1
1
The End of
the “Target
Audience”
The end of the
“target audience”

9. 2
Comms =
Promises
Made & Kept
http://www.flickr.com/photos/momcat14c/6882351857

10. 3
The Power in
Becoming a
Favorite Cause
http://www.flickr.com/photos/stevendepolo/4137096855

11. http://www.flickr.com/photos/honan/2841167899
IT’S AN ADVENTURE!
The book uses a
backpacking metaphor
to explain the
whole content
marketing process.

12. I. FINDING A NEW PATH:
The Power of Content
Marketing
• The case for making the shift
• Understanding how it’s
different
• Setting goals and measuring
progress
http://www.flickr.com/photos/jasonpratt/4244195298/

13. 1
You understand your
donors’ inner angels.
2
You create
communications that
are relevant
to their lives.
http://www.flickr.com/photos/epsos/8067736728

14. 3
You create
opportunities for people
to connect and engage.
4
You become a
favorite organization.
http://www.flickr.com/photos/stickergiant/8046982406

15. 5
6
People say
Yes! when
you ask them.
You get what
you need to achieve
your mission!
Win!
http://www.flickr.com/photos/audiolucistore/7403731050
http://www.flickr.com/photos/usnavy/5601169958

16. • What supporters, participants, and influencers want from
you
• The voice and style you want to be known for
• How to staff your content strategy
http://www.flickr.com/photos/bignavijp/3891400468
II. WHO WILL GO WITH YOU:
Redefining Your Marketing Relationships

17. “Our biggest group on Facebook
is the artist community and
they tend to respond to the artin-process posts. When we post
pictures, people will respond
saying they know the artist, or
will ask technical questions
about the pieces.”
Rachel Hicks, Director of Programs and
Communications, Archie Bray Foundation
for the Ceramic Arts
Quote Source: Content Marketing for Nonprofits

18. “Social media gave the HSUS
an opportunity to humanize
a brand that is considered by
many to be “old school.”
We’ve tried to create a
persona of being responsive
and fun, but caring about the
core issues too.”
Carie Lewis Carlson, Deputy Director,
Online Communications, HSUS
Quote Source: Content Marketing for Nonprofits

19. “I tend to post links to helpful
information like home repair
and maintenance tips and
budgeting ideas. I try to link
the advice to current events.
Rainy day? I’ll post about why
it’s important to have clean
gutters.”
Amanda Welliver, Communications
Coordinator, Community Neighborhood
Housing Services
Quote Source: Content Marketing for Nonprofits

20. III. ENVISION THE
JOURNEY: Preparing Your
Content Marketing Plan
http://www.flickr.com/photos/kevingessner/4974188368
• Sketching out your big picture
communications timeline
• Deciding on your core topics
• Designing your editorial
calendar
• Repurposing your original
content
• Merging in what you can’t plan

21. http://www.flickr.com/photos/chefranden/741135828
The Broccoli:
What you want to write

22. http://www.flickr.com/photos/nate/412768397
The Cheese:
What they want to read

23. http://www.flickr.com/photos/habesha/399355643
Thus, the messy reality of your
nonprofit communications strategy

24. CHEESE!

25. CHEESE!

26. BROCCOLI!

27. IV. SET OUT ON YOUR
TREK: Implementing Your
Content Marketing
Strategy
• Creating relevant content for
here and now
• Reliable content that always
works
• Curating content created by
others
• Using metaphors and humor
• Using tech to implement your
strategy
http://www.flickr.com/photos/nagy/8235683007

29. V. THE RIGHT PROVISIONS
FOR THE JOURNEY: What
You Need to Know about
the Channels You Choose
Websites
Blogs
Email
Print newsletters
Facebook
Twitter
Google+
Video
Images
Pinterest
Mobile devices
http://www.flickr.com/photos/honan/2156579638/
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30. Coming Next . . .
• Workbook
• Book Club
• E-Clinics

31. Kivi Leroux Miller
@kivilm
Fb.com/nonprofitmarketingguide
Fb.com/contentmarketingfornonprofits
ContentMarketingForNonprofits.com
kivi@ecoscribe.com
Free worksheets that
go with the book:
kivilm.com/hello