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Taking content from zero to hero

Posted on 1/17/18 4:40 PM

STORYTELLING IS WHY YOUR ORGANIZATION IS HERE IN THE FIRST PLACE:

HANDPICKED BY ZACH BUSEKRUS

If your content is always following the status quo then it is also screaming “we’re boring!” to your audience. Here are 4 Elements of Great Storytelling, Backed by Neuroscience. When you sign up for a weekly newsletter you don’t want the same style and content week in and week out, you want fresh content that draws you in and provides data-backed information.

Why this matters...

If you’re continually producing content with very little variation you’ll see a gradual drop in subscribers and traffic as long as it continues. Mix it up, do something different. What does that entail? Write on a trendy topic rather than something about your nonprofit, write a volunteer testimonial if you haven’t done so in awhile, add some flair in your blog post (images, videos, gifs).

FACEBOOK KNOWS WHO YOU CARE ABOUT:

HANDPICKED BY TONY FRAGA

Facebook wants to show you more of the posts from people you care about, and less of the ads and clutter unrelated to you. The point of this is to increase user experience and enhance the relevance of content that you see in your news feed. Family and close friends will now appear at the top of your news feed, followed by less engaged friends, and then the random ads you’re used to skipping over.

Why this matters...

This will be a big blow to many Facebook advertisers, and they will likely see a loss in engagement on Facebook ads. That’s not to say that your organization should give up on Facebook ads, you just need to improve. So, what are the next best steps? Get super nitty-gritty in your targeting, otherwise your ad will fall to the bottom of the feed, and make sure the content you’re promoting is relevant to your audience, which will increase engagement and thus improve your news feed ranking.

YOUR CONTENT WON’T ALWAYS BE GREAT:

HANDPICKED BY JULIA FABIAN

You created a mediocre piece of content and it didn’t perform that well – now what? Don’t fret, you can still recover from underwhelming content. If you get discouraged by a blog post or email that doesn’t gain the traction you’d like, well, you might be in the wrong profession because marketing is not full of constant wins. Strap on your thinking cap and try something outside your comfort zone.

Why this matters...

Not every piece of content is going to crush it and provide a plethora of visitors, donors, subscribers, etc. If a blog falls flat, don’t give up on it – switch the title around, add some more engaging copy, change the image, provide a more aggressive push, the list goes on. The only thing you can do to not help is just let it sit and forget about it.

Topics: Social Media, Content Marketing, Content Strategy

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Novus delivers new ideas and fresh marketing trends to the inboxes of nonprofit professionals every Monday morning. It's a short, funny, informative, and innovative email that helps you start your week "ahead of the game." Novus saves you from having to sift through dozens of articles, blogs, and media to find the stuff the actually matters most to your nonprofit.

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