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2 October, 2019

Why Content Strategy is critical to social impact campaigns

Content strategy is still a murky area for many Non-profit organisations and social impact campaigners.

In May this year CEO, Greg Viljoen, presented a talk called at the Content Marketing Conference called Storytelling that doesn’t suck: beyond content marketing.

One of the cornerstones of this presentation was the need to create a content strategy in business; one that successfully identifies the purpose behind a good content marketing plan, the audience, narrative, objectives and more.

Content is the engine that drives modern marketing.

Yet, it is often seen as an expense rather than a business asset. This is often due to ROI’s being intangible and difficult to prove as a business driver.

The Content Marketing Institute reports that only 5 percent of B2C marketers consider their content efforts to be “very successful.”

However, it is important to note that the least effective content campaigns showed that only 16 percent had a documented content strategy.

In short; if you don’t have a clearly defined content strategy with clear goals and outcomes how do you measure its success rather than see it as a nice to have?

In the cause-based domain such as NPOs, social impact campaigns, and CSR initiatives, most understand the importance of telling a good story to convey the message behind the purpose, but how do we achieve this successfully?

5 Tips to improve your content strategy

Content marketing is critical to any form of social impact campaign.

Whatever the cause is, the story behind the campaign is vital to reaching a donor base that cares enough to contribute.

1. Your audience’s needs come first

Identify what content your audience wants the most, and which stories compel them to take action. Once you have identified this you can invest wisely in the tools and technology to reach them effectively.

2. Create content silos

It is very important to categorise one’s content into different silos. How else can you effectively measure the KPIs on your content strategy?

It is also important to ensure all aspects of telling the story are covered.

3. Become an authority in your space

Content is digested for two primary reasons; entertainment and knowledge.

In the cause marketing domain, creating content that helps your audience by offering useful, relevant and meaningful information, you become an authority in this space.

4. The right content in the right format

Consider how the format and structure of your content should vary to best fit each digital platform that you share your stories to.

Understand the difference between content formats; video, blogs, social media platforms all require a slightly different approach and appeal to a varied audience.

5. Give your content time

Understand that a good content strategy takes time and requires ongoing attention. There is no silver bullet.

Yes, you may create a video that goes viral or write a blog that outperforms other content, but the sum of all the parts is important to understand.

There are many examples of content created up to a year or two earlier, that suddenly gains traction or becomes even more relevant than when created.

So, don’t always expect all content to give immediate results.

Keep the faith and continue to plug away with an ongoing content strategy and your desired results are achievable.

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Filed Under: Blog Tagged With: cause agency, cause marketing, charities, content marketing, Content Strategy, CSR marketing, inbound marketing, NGO, non-profit organisations, social impact campaigns, storytelling

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We are a creative social change agency. We ensure your do-good stories are told for maximum impact through content creation and story telling.

Environmental issues are very close to our heart a Environmental issues are very close to our heart and this one needs URGENT ATTENTION!
 
Protect The West Coast need support in the form of public appeals to the long-term mining plans of MSR on the Olifants estuary, the third most important estuary in South Africa in terms of wildlife and biodiversity.
 
Submission must be made no later than 2 December 2020.
 
For more info click the link on the @protectthewestcoast profile page.
 
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We recently completed a five month campaign for @thelearningtrust for their 10th anniversary.

Visit our latest blog as we unpack the campaign we created on their behalf. -> Website URL in BIO.

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Visit our Facebook post for links to registration.

Check out our blogs on Cause Marketing, Social Media Campaigns & more > Website URL in BIO.

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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videography #videotips
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #video #videocreator #videography
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Our latest newsletter packages all our latest content on the subject. 

Head over to our pinned post on our Facebook page for the link. 

Remember to subscribe in the top left corner 😊
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact #influencermarketing
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
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Head over to our Facebook page for the link on our pinned post. 

Never miss out by subscribing in the top left corner 😊 

#digitalmarketingstrategy #digitalmarketing #contentmarketing #blogging  #branding #marketingtips #NonProfit #volunteer #Causes #socialgood #CSR #changemakers #SocialBusiness #SocialEnterprise #SharedValue #SocialChange #ImpactEvents #InboundMarketing #CauseMarketing #ChangingLives #storytelling #socialimpact
Never underestimate the power of a good story!!! Never underestimate the power of a good story!!!
 
Ever heard of SPIN Selling?

Well, at Bigger Than Me we use a concept we call SPIN Viewing!
_________
• S – Create Situation
• P – Highlight Problem
• I – Show the Implication
• N – Show the Need and how they (viewer, reader) can help and become part of the solution easily.
_________
Want to know more? Hop over to our blog and have a read through one of our older, evergreen posts called: ‘The Power of a Good Story!’ (URL in BIO). 

#digitalmarketing #contentmarketing #SEO #blogging #marketing #branding #marketingtips #marketingstrategy #startup #b2bmarketing #storytelling #NonProfit #volunteer #socialgood #changemakers #SharedValue #SocialChange #ImpactEvents #ChangingLives #socialimpact
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As part of our ongoing series on #digitalmarketingstrategy we’ve summarised the key things to know.

Visit our website for the latest BLOG (URL in BIO). #digitalmarketing #contentmarketing #SEO #blogging #marketing #branding #marketingtips #marketingstrategy #startup #b2bmarketing
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