Content marketing is an excellent way of explaining to people why you do what you do. One of the simplest ways to start is with a blog. A website blog has numerous benefits, it:
helps you connect your organisation to people;
improves your website’s search engine optimisation and search engine ranking;
increases traffic to your website and keeps people coming back;
positions your organisation as an industry leader;
allows people to get to know individuals within your organisation; and
informs people that you are keeping up with today’s issues and the information on your website is up to date and regularly refreshed
When we design websites for clients, they often say they don’t want a blog. The usual reason for not blogging is that it takes too much time and effort, so here are a few tips to maximise your blog’s return on investment:
Adopt the hub and spoke model: Your blog should be at the centre of your online communications. This is where you should put all your valuable content. Then, killing multiple birds with one stone, share your blog posts via relevant social media pages. Use an enticing description, an appealing image to grab people’s attention, and a link to your blog.
Make sure you monitor your blog’s performance. Certain posts will outperform others. Look for trends and then target new content around these trends. Don’t waste time writing something no-one will read.
You don’t have to have a written blog, you can easily create podcasts on your smart phone with apps such as Anchor. Inviting external contributors to join you on a Q&A session is a great way to bring expertise to your blog, with the added benefit of increasing your blog’s reach when you get them to share the post.
Your blog is an RSS feed – and that is a good thing. It means you can send automated newsletters in a few steps. Yes that’s right – set it up once and then monitor the results.
Send out a weekly or monthly newsletter via an automated campaign, using an email marketing service (MailChimp, Campaign Monitor etc.) to pull the latest blog posts directly from your website and automatically email them to your contacts.
If you categorise your articles (as you should to allow easy navigation) and you have segmented your contacts, you will only send relevant articles to relevant people.
Blog posts don’t have to be long. There could be an extra 20 points on this list, but would you get to the end?
Adding links to your other posts helps reduce the length of an individual blog, while still providing valuable information. If you are new to content marketing or need some pointers you can read our content marketing series here.
Having a blog makes your content marketing easier not harder. So add a blog to your website today and reap the rewards. If your website is powered by a content management system like WordPress or Squarespace you can add a blog within a few clicks, or speak to your web developer. If you need help creating a content marketing plan, get in touch with our marketing consulting team via email@example.com
When thinking about accessibility, we mainly think about people with a disability being able to navigate our website. This is an important focus but providing a better user experience is important not only for users with a disability but for everyone.
Thinking more broadly about making your website’s content accessible in multiple ways, to suit a broader audience, can help you to accommodate everyone’s needs.
Changing the page structure, thinking about terminology, improving readability, labelling images correctly, or even something as simple as making it easier for your readers to share one of your blog posts or pages are good improvements.
Your website should also work for older and younger users, non-English speaking users and people with a temporary impairment. It might sound strange, but someone with a fuzzy head from a hangover or the flu who is trying to use a site will also benefit from it being more accessible.
At Community Business Bureau, we use accessibility tools on our own website and on websites we have developed for our clients. They are free and easy to install so you don’t need a web developer in-house. With basic web management knowledge, you can do it all by yourself! Here they are: Continue reading…
Welcome to the second in our series on different ways to think about marketing. Last time we looked at a simple technique to help you find new opportunities by playing with the rules .
This month it’s a short blog, with a simple message – one of the best ways to grow your marketing muscle is to develop your understanding of people.
Reading and watching widely across all of the humanities can really help to level up your marketing mind – after all, marketing is really about people and design. Understand more about how people tick and you’ll be better placed to work with marketing’s mechanics to create value for the humans you care about.
These were some words of advice I received during my first week as a marketer.
Working in a big business, I had a large budget to access market research and analytical tools to dissect the data. When it came to measuring marketing results, the possibilities were endless.
But what can you measure without those resources? Quite a lot! The most important thing is to choose what to measure. In this article I’ll help you get to know your numbers, by creating a simple marketing dashboard to keep track of whether your marketing strategy is working. It’s all about making your data work smarter, not harder.
No doubt you’ve heard all of these before. They’re noble sentiments, but ultimately a bit useless when you find yourself confronted with a very real, very turbulent, and very unpredictable 300ft giant tsunami of change.
Think about a time when you’ve been faced with change as scary as that. Perhaps you’re in this position right now. Are you feeling bold, or burnt-out? Inventive, or introverted? Ready for change, or desperately clinging to whatever constant you can find in the chaos? Continue reading…
Over the past 12 months we’ve provided support for marketing strategy and planning to over 25 organisations working through NDIS transition. We’ve viewed the disability marketplace from many different perspectives, and seen the various approaches organisations are taking to NDIS. Whilst the landscape is changing rapidly, there are some general principles that seem to be holding true, so here’s our top five insights to guide marketing strategy in the NDIS. Continue reading…
Welcome to the second in our series marketing and value. In December’s issue of Foreword, we explored marketing maths and revealed how, with a few quick sums and a bit of common sense, it’s easy to spot value for money marketing activities.
But of course value of money is not the whole picture. As a purpose-driven not-for-profit, your bottom line needs to deliver on your mission as well. This month we’ll look at how to measure the value of marketing activities towards your mission. Continue reading…
You’re sitting at your desk. In front of you are two proposals for marketing activities – one to sponsor an expo, and another to advertise your services in your local paper. They both look like great deals, but you can only afford to do one….
So how do you pick a winner?
Over the next few issues of Foreword I’ll let you in on my special formula to detect the ripest marketing opportunities. By checking your maths, your mission and measurement, the fit between medium and message, and your audience’s mindset in the moment you can pick a winner every time.
In this, the final post in our series on content marketing we explore five simple things NFPs can do to drive results from content marketing.
If you’ve read our previous posts, you’ll already know what you need to do to harness the power of great content to promote your organisation’s mission and activities using the first three of our four As of great content marketing:
Audience – find out what they care about, what is helpful to them.
Asset – what do you already have that your audience values?
Amplification – what are the most cost effective and helpful ways to deliver content to them?
Following these three steps will grab people’s attention – but then what? It’s time for action! Continue reading…
Content marketing for ‘for purpose’ organisations is all about offering value via your marketing content – exchanging something people value for the right to start a relationship.
Non-profit organisations exist to serve people before profit. But competition for funding is getting tighter. To keep helping the people who need you most, you need a sustainable funding base. You need to market your service or cause far more actively than you might have done in the past, if ever. But how can you attract more people to you, without losing sight of your purpose – or your humanity – in the process? How will you cut through the noise in our information-saturated world? And how do you know where to start?
In this series, our Senior Marketing Consultant Meg Drechsler takes you through the four As: a four-step approach to planning content marketing for your organisation. You will learn about how to get to know your audience AND your own assets, how are some of the most effective ways to deliver content to this specific group of people and finally, how to make people take action and respond to your marketing efforts. Continue reading…