Content Marketing Tips for Nonprofits

(upbeat rock music) ♪ Everybody get up ♪ - Welcome back. Last we talked about content marketing and how nonprofits can use the Garyvee content model. The beauty of Gary's model is that it takes one piece of long form content and derives multiple pieces of micro content. If you did not get a chance to watch last week's video we're gonna show it up here. Make sure that you click the link in our description and watch it first. And then come back. So today, as promised, I'm gonna share five specific

examples of how your nonprofit can use the Garyvee content model to start creating and repurposing content. And make sure you watch until the end because we have a special freebie that's gonna help you get started and put everything we're talking about into action. So let's look at five specific ways that your nonprofit can use this content model. And let's assume that you don't have any video content. Let's assume that you don't have a budget for a videographer. And let's also assume that ther

e's a relevant podcast that you've reached out to and they have agreed to have you on their podcast so they can interview you about a specific issue in your community or topic that's of importance right now. And the great thing about podcasting is that the average length of a podcast is about 43 minutes. So if you remember from our last video we recommended that your long form or your pillar content be 30 minutes or more. So a podcast is a perfect way to get that long from content that you need.

And it's important to remember that the purpose of content marketing is not to talk about your nonprofit and not to try to get donations. The purpose of content marketing is to add value and provide education so that people can get to know, like, and trust your nonprofit. And when you do this content marketing correctly, what you're gonna do is you're gonna attract your audience and you're gonna retrain your audience. So in our podcast example, when you go on the podcast, your goal is to provid

e educational information. Perhaps you're gonna tell a couple stories about people you're impacting in your community. The goal is really to drive value. It's not to say, hey, here's my nonprofit, look at us. Look at what we're doing. It's really to provide value to the people who are listening so that they can understand at a deeper level what exactly your nonprofit is doing to impact the community and how that's relevant to them. And at the end of the podcast, you'll have succeeded if the peop

le listening want to get more information about your nonprofit. And this can be done by them looking you up on social media and following you. Or opting in to your email list. So it's perfectly fine to plug those things at the end of the podcast. Usually a host will say, hey, how can people find you? And that's your opportunity to say, hey follow us on Instagram at whatever your user name is. Or go to our website and sign up for email list. That's perfectly fine. The idea is just to get that opt

-in so that you can start to have those conversations and deeper value with people. Now let's get into the five specific ways you can use the Garyvee content model by being on a podcast. So the first step is to actually create the long-form content. So this is where you, or maybe your executive director, or a board member, goes on to the podcast and is interviewed. So there's a couple things that you can do here. The first is, you don't have to worry about anything because the podcaster is going

to be recording this via audio for you. And if you are doing the interview face to face, you could ask, hey, would you allow me to bring a tripod? Where I can set up the tripod and record our interview via video? And if you want to look at our video tips for using a tripod, make sure to check out this video. But if you're not able to record the video in person, the audio is fine. So what will happen is the podcaster will publish the podcast and then you're able to extract the audio from that po

dcast as your long-form content. And if you're wondering, hey Jeanette, I don't know how to extract audio from a podcast or from a video and you would like to learn how to do that, leave a comment and if we have enough people who are interested in knowing how to do this, we can create a short tutorial for you. Okay, so that's our first example of how we can use the Garyvee content method. Is that you create this long-form content, this pillar content. So the second example we have for you is onc

e you have this 40 minute interview via audio or video, you can then take specific clips from that. So what you want to do is export maybe a 30 second clip, or a two minute clip of something that was really impactful really powerful, and make that into its own audio. Now you can do this a couple different ways so that you can have an image that appears. You can use iMovie for instance, where you put up an image and for that full two minutes of the audio that image will just show. And again, if y

ou're interested in learning how to do things like this, put a comment and we will follow up with something for you. So you can see, just by maybe having a 40 minute conversation with someone, you might have 10 really good one minute conversational pieces that you can pull out of there. And instead of just having one long interview, you now have four, eight, ten pieces of one minute audio clips that you can use on social media. So the third example that we have for you is that if you have a quot

able moment in the interview, if there's something that's said that's really impactful you can turn that into a quote. So you could use Canva for instance to find an image and then overlay the text of the quote on it. We have a tutorial on how to do that. You can watch this video up here. We'll put a link in the description in case you want to know how to do that. So taking quotes from audio are another great way to repurpose content. So the fourth example that we have for you is that once you h

ave put out your pillar content, you have put out your micro content, you start to see what resonates with your audience, what people give the highest engagement to, what kind of conversations are going on around the content. You can then create a blog post or an article from this content. So maybe there was a specific one minute clip that you put out and it was very relevant to what's going on in the community right now and that's what got the most engagement. You can then turn that into a writ

ten form of content that you can publish via a blog or an article that lives on your website. And then you can redistribute that by putting the link on social media so that again, you're repurposing that content, it's just a little bit fresher, a little bit newer. But that's another way you can use that same original content and drill it down into smaller micro content. The fifth specific example that we have for you is again, once you have your community input and you understand what resonated

with people, you can send an email. And this email can link to the long-form content and then you can also have your highlights in text form. So think about this email as a way to drive people to the long-form content, maybe you put that audio on Facebook, maybe you put it on YouTube and then you can say, and here are the highlights from it. And you can list out the specific things that maybe came up in conversation if there's quotes, if there's statistics. And that gives people the opportunity

to either do a quick read or to dive in deeper if they want to. So hopefully now you can see how if you get one piece of pillar content or long-form content you can use that to create 10, 20, 30 pieces of micro content. And when you're thinking about content in this way it might start to make sense to invest in a videographer. I think what most nonprofits struggle with is the idea of having videos and yeah that would be great. But they end up being a one-time production and nothing gets extracte

d or repurposed. However, if you were to do one long-form video every month that was relevant, provided value, provided education, helped you establish credibility. Then you could start to understand how you could take that, repurpose it and make that into, you know, eight pieces of content so that you have two pieces per week, and that's a full month of content for you on social media. So let's recap and I want to share how this actually plays out in a donor situation. So the first thing is you

are going to create your content to attract new donors. The second thing is that someone sees your content they really like it and they start to follow you on social media. The third step is that you continue to provide content marketing that provides education, value, and trust. So this is where people really get to know you and you're continuing your content marketing. So the fourth step comes when you actually do put out an ask for volunteers or donations on social media. The people that you

attracted have had enough time to see your content, to build the know, like, and trust with you. And so now they're ready to take an action. So this is where most nonprofits fall short. Is they will get new social media followers and half of the things that they post are related to asking for things. Instead of, providing the value and education that they need to feel connected, to feel trust, so that when you do ask, they can take the action. So I hope that makes sense to you. If you had an ah

-ha moment or this does make sense to you, give us a thumbs up or leave a comment. We would love to know what resonated. And now I would love to give you some recommendations so that you can take this information and put it into action. So the first recommendation is to look at the content you already might have, the long-form content that can be repurposed. And once you have a list of that, if you have put it on social media, look at the engagement. Look to see which of the content on your list

is going to provide the most value based off of the prior engagements. The third step is then to make a list of all of the ideas that you have to repurpose. So whether that's taking it down into smaller clips, putting a quotable image, creating an infographic, whatever those things are, make that list for that specific content. Of course the fourth thing is to actually make the edits and then fifth or finally is to distribute that repurposed content and see how it performs. See what kind of eng

agement you get. I think you'll be surprised that people probably won't remember the long-form content that you put out beforehand and this just gives it a much quicker, easier way to consume for people. And if you would like to get our quick start guide for repurposing content, we are gonna put a link in the bio so this is where you want to click the link, put in your email, and download the information. So wanted to do a quick sidebar to show you how we use content marketing to earn our like,

know, and trust with you. So it takes a lot of time and effort to put these videos together. But my goal is to provide value to you, provide education to you, so that you know that we are the experts in nonprofit marketing. And along these videos we have calls to action so that you can opt in or follow us on social media. So if you remember just from a couple seconds ago I invited you to download our freebie so that you can put content marketing into action. So by doing that you are going to giv

e us your email address and then we can start to communicate with you. I'm also going to encourage you to subscribe to our YouTube channels so that you don't miss one of our nonprofit marketing tips. And again, this is a call to action after we've provided value to you so that you can stay in touch with us and we can share more videos with you. Our ultimate goal down the line is to release our donation-driven marketing course. And so this is something that if you've liked our content if you want

to get a deeper understanding of how you can leverage digital marketing to drive donations or to get better results from your current digital marketing efforts, there's gonna be an opportunity down the line for you to purchase a course. Similarly with what you're doing once you provide some content marketing to your donors there's gonna be an opportunity down the line for them to make a donation. So we hope that this makes sense to you. We hope we've provided value to you. And if you could, it

would really mean a lot to us if you give us a like or subscribe to our channel so that we can see you next week.