Content is the magnate for a winning social media strategy. Impactful content helps establish credibility and earn more loyal supporters for your nonprofit.
92% of NPOs use content marketing, but only a quarter of them believe it to be effective. Several reasons could obstruct your nonprofit’s content strategy from bringing expected results. This blog walks you through a practical way of building a concrete game-plan of content ideas. Also, watch out for three tools for content ideas to help you stay at the top of the social feeds.
Make a sensible start
A documented content strategy should include everything you publish across different platforms. This includes your website, social pages, newsletters, etc. But for this blog, let’s focus on creating a content plan to hit your social goals.
A social media strategy is a must to help you guide what kind of content you should be posting. Without it, your content may lose focus and will not produce desired results. Identify your NPO’s top priorities for social media. Do you want more followers on your social platforms or a thriving donor community or both? Clearly defined goals will give you a better idea of what and how you should communicate your campaigns.
A consumer behavior stats report for 2021 reflects that amongst the top four reasons for audience to unfollow brands on social media – irrelevant content accounts for 45 percent (see below). This can be equally true for nonprofits.
Pro-tip: If you have a random bunch of ideas but want more inspiration, Frase.io can help! The tool helps you create a successful content strategy based on the target keywords you put in.
Get into your followers’ shoes
When it comes to content, there is no one-size-fits-all. Something that appeals to Gen X might not be insightful for professionals between 45-55 years old. Knowing and understanding your target audience is one of the crucial elements of a content strategy. It will help you determine relevant content for them.
Reddit and Quora loops, or Google and type forms are all excellent ways to know what might interest your followers. If you do not have the budget for a user research study, send out a questionnaire or create polls on your social channels. Examine what kind of social media content gets more engagement. Maybe a 1000 word article is no good for your audience, but an infographic could be your catch. Check this out to dive more into this!
Donor retention is similar to attracting, engaging, and delighting customers of a for-profit sector. Your NPO needs to interact with customers (through relevant content) at every stage of its campaign – from launch to promotion. Identifying your audience will help you attract and engage them and then delight them with your campaign results and success stories.
Pro-tip: Answer the public is an insightful tool to know what your audience is searching for and what kind of questions they ask.
Relax and reflect – Audit
Since content creation is an ongoing process, you need to track it constantly. Conduct a content audit (in all its variety) for all your social networks to determine what is working for your organization.
A content audit will also help you figure out the scope for improvement. For instance, your blog strategy for Twitter is driving the kind of response you hoped. But your Instagram posts aren’t driving expected donations. An audit can help you optimize your content and show where you need to engage your audiences more. It can also help you identify which content you need to update and what needs to get retired.
Pro-tip: Creating great content is a laborious process. Exploding topics provides content themes based on upcoming trends that are or about to become more popular.
Now that your are equipped with the right information to build insightful content, it’s time to set your strategy in motion.
a. Stick to an editorial calendar that includes a process to determine which type of content should be published (e.g., a blog post versus a fundraising post ).
b. Define your key performance measures to track each content asset. If you’re creating a fundraising post, articulate what the post is supposed to achieve. For example, maybe you want it to help boost donations by 10 percent.
c. Identify the content distribution channels depending on your campaign and your target audience. Don’t just post on Instagram because other nonprofits are doing so. If you think your audience is on LinkedIn, divert your efforts accordingly.
What other content strategies helped you achieve campaign success? Add them in the comments below!