Brett Meyer from ThinkShout presented an abbreviated version of his session at the 2013 Nonprofit Technology Conference. A recording from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. More information: PDXTech4Good.org

1. Secrets of Content
Marketing Sorcerers
#13NTCssssh
Robert Rosenthal @volmatchrobert
Brett Meyer @brett_meyer
Kivi Leroux Miller @kivilm

2. What is
Content
Marketing?
Content marketing for
nonprofits is creating and
sharing relevant and
valuable content that
attracts, motivates,
engages and inspires your
participants, supporters,
and influencers to help
you achieve your mission.
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 2

3. Aren’t we already doing
that?
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 3

4. Most nonprofit comm is like this
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 4

5. When it should be like this
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 5

6. Content marketing can work
with traditional marketing
Cat and dog?
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 6

7. History: The Breaking News Model
• New articles published once a month
• 3-5 expert guest authors
• NTEN determined the content
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4193370268/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 29

8. Today: The Daily News Model
• New articles published once a day
• 10-15 expert guest authors
• NTEN determines the theme
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4144895308/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 30

9. Monthly Themes
Examples:
• Mobile
• Tech Leadership
• Websites
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4488605177/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 31

10. Audience
Examples:
• IT Staff
• Nonprofit Leadership
• Program Staff
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4269790436/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 32

11. Gamification
• Authors are encouraged to share with their networks
• Those same networks then share with their own
• Magically expanded reach!
Flickr: JD Hancock(http://www.flickr.com/photos/jdhancock/3587597615/sizes/l/in/set-72157618524893239/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 35

12. Being Data Informed
Flickr: Stéfan (http://www.flickr.com/photos/st3f4n/4272645780/sizes/l/in/set-72157616350171741/)
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 37

13. What do you want to
be known for?
http://www.flickr.com/photos/pkz/6222862929/
Bad Answer!
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 42

14. http://www.flickr.com/photos/chefranden/741135828
What you want to
say
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 43

15. http://www.flickr.com/photos/nate/412768397
What they want to hear
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 44

16. http://www.flickr.com/photos/habesha/399355643
What you need to
produce
Secrets of the Content Marketing Sorcerers: #13NTCssssh
Slide 45

17. http://www.flickr.com/photos/-bast-/349497988