{"id":54704,"date":"2018-05-15T13:09:17","date_gmt":"2018-05-15T07:39:17","guid":{"rendered":"https:\/\/wittypen.com\/?p=54704"},"modified":"2021-12-30T13:16:49","modified_gmt":"2021-12-30T07:46:49","slug":"content-marketing-for-nonprofits","status":"publish","type":"post","link":"https:\/\/wittypen.com\/blog\/content-marketing-for-nonprofits\/","title":{"rendered":"Want to Be Amazing at Content Marketing for Nonprofits? Here\u2019s How"},"content":{"rendered":"

“This post is a part of our Content Salad series, where we invite industry experts to share their knowledge. The content marketing insights of CRY – Child Right and You a top non-profit organization , is offered to give you a glimpse of the thought process of leaders in the industry and a chance to learn from the best”<\/em><\/p>\n

Alankrita Khera is the Marketing & Communication Head for CRY<\/a>, one of the most popular non-goverment organization in India. An MBA grad MBA grad from Welingkar Institute of Management, Mumbai, she is passionate about writing and currently working on a book that explores human relationships.
\nContent marketing for nonprofits is challenging.<\/p>\n

A nonprofit organization has its mission and values that speak volumes. A content marketing strategy for nonprofits is needed to drive communications.<\/p>\n

The key to communicating a compelling story about your nonprofit organization is developing a content marketing plan<\/a>. Alankrita Khera<\/a> from CRY<\/a> talks to us about developing a content strategy for nonprofits.<\/p>\n

About CRY<\/h2>\n

Child Rights and You is a top non-profit and non-government organization in India working towards the upliftment of underprivileged children across supported child welfare projects and engaged in restoring the children’s basic rights.<\/p>\n

About Alankrita<\/h2>\n

After almost a decade in broadcast media, where she worked with the likes of Times, UTV and Viacom18, Alankrita decided to immerse herself in the non-profit sector – working towards better futures for marginalized children.<\/p>\n

She is currently heading marketing and communications at CRY <\/a>\u2013 Child Rights and You. A writer at heart, she is currently working on a book that explores human relationships and is passionate about travelling and immersive experiences. A vocalist trained in classical music, she spends her spare time advocating for animal welfare.<\/p>\n

What is your definition of content marketing?<\/h2>\n

Content marketing, in my opinion, refers to the creation and distribution of content that is interesting and relevant to your target audience \u2013 with the objective of acquiring and retaining them as brand patrons.<\/p>\n

Such content could be educational, insightful, inspirational or simply entertaining in nature; that doesn\u2019t aim to push your target consumer to make a purchase decision but instead nudges you into their consideration set. Content marketing strategy isn\u2019t just a mix of social media and blogs; it\u2019s a combination of various different channel techniques in today\u2019s context.<\/p>\n

Videos, podcasts, emails, webinars, infographics, memes, quizzes, fun score generators, assessments \u2013 even books and movies! The Lego movie is a great example; it was essentially a product advertisement marketed in a way that made their TG want to consume it. And guess what, the subsequent increase in their sales offered proof of the pudding when they surpassed even Mattel!<\/p>\n

We looked at some of the blogs by CRY, and we think they are very inspirational. Take a look at the blogs<\/a> by CRY.<\/p>\n

    \n
  1. The Colours Of Childhood<\/a><\/li>\n<\/ol>\n

    \"CRY<\/a><\/p>\n

      \n
    1. The more you give, the more you get<\/a><\/li>\n<\/ol>\n

      \"CRY<\/a><\/p>\n

      3.From Thought To Action<\/a><\/p>\n

      \"CRY<\/a><\/p>\n

      There is a huge increase in the growth of content marketing, what do you think about that?<\/h2>\n

      Advertising today has become more of a nuisance for the average consumer than before. Want to buy a car? Switch on the television or open up Facebook and you\u2019d be sampling a dozen different purchase prompts by a wide variety of brands – all vying for your elusive mind space.<\/p>\n

      A purchase decision effectively goes through 4 stages \u2013 awareness, research, consideration and finally the purchase itself. The period starting with awareness and going all the way to research is what Google calls the Zero Moment Of Truth. That point in the buying cycle where a brand isn\u2019t aware of the potential consumer who is already looking them up in order to evaluate whether they fit in their consideration set or not.<\/p>\n

      This is the point where traditional advertising fails because of stimulus overload.<\/h2>\n

      The consumer is seeing so many purchase prompts, all of which are effectively saying the same thing. This might lead to your brand getting no brand recall.<\/p>\n

      Marketers have begun to understand this; thus there has been a sudden spurt in content marketing, and it has become the buzzword for so many brands.<\/p>\n

      In fact, it\u2019s also a great tool to aid the second moment of truth \u2013 which is essentially the point at which the consumer decides how his experience with your brand has been. Through content like product tutorials, FAQs and even community updates, you can ensure a holistic experience for your existing customers which, of course, aids retention.<\/p>\n

      Which aspect(s) of content marketing are the most important to you?<\/h2>\n

      There isn\u2019t any single aspect that warrants more importance than the other. As a marketer, I essentially like to follow a three-pronged process that starts with evaluating the objective of my content marketing strategy and identifying pain points that it aims to address my target audience.<\/p>\n

      Then will come the part of conceptualizing and creating the said content in a way that\u2019s mapped to the said pain points and is interesting as well as relevant for my targeted audience. The final step will be building outreach and engagement for the same and analysing performance to make tweaks real time as and when required.<\/p>\n

      The one thing that encompasses this entire process is an understanding of your target group itself \u2013 demographics and psychographics that influence your strategy right from content creation to platforms for outreach. Content mapping to the customer journey is critical.<\/p>\n

      What according to you makes for a remarkable piece of content?<\/h2>\n
        \n
      1. An attention-grabbing title\/headline \u2013 a sparkling introduction that fuels audience curiosity<\/li>\n
      2. A topical and popular topic that\u2019s relevant to and is customized for the identified audience base<\/li>\n
      3. Something that creates value for the end user\/viewer and has long-term rather than short-lived relevance<\/li>\n
      4. A narrative that invokes emotion in addition to laying down facts \u2013 it increases the chances of the content piece being shared by the end user\/viewer<\/li>\n
      5. Something that establishes a unique opinion or perspective on behalf of the brand<\/li>\n
      6. Short form content that tells a story \u2013 that is quick and relatable to the audience<\/li>\n<\/ol>\n

        Is there a need for you to constantly create new content?<\/h2>\n

        For me, specifically in my current role, yes. The non-profit sector does not function like other industries; we\u2019re not addressing a consumer pain point through a product or service. The idea of charity weighs on everyone\u2019s mind as everyone wants to be a good citizen and do good for those who need it the most. But it is not a priority that drives regular\/focused action in most of the cases.<\/p>\n

        A core non-profit marketing objective is to generate awareness about the problem and break the apathy around it to facilitate donor\/volunteer action.<\/p>\n

        For this, it is essential to create content that catches your attention and stands apart and is very prevalent.<\/p>\n

        How important is it for you share content on social media?<\/h2>\n

        Social media remains to be the biggest platform on which content marketing is hinged \u2013 especially if you do not have marketing budgets. And a non-profit needs to reach a massive amount of people within any said target segment. So, it is very important.
        \n        Instagram<\/a> Posts of CRY<\/p>\n

        \"CRY<\/a><\/p>\n

        \"CRY<\/a><\/p>\n

        \"CRY<\/a><\/p>\n

        Facebook posts of CRY<\/h4>\n

        \"CRY<\/a><\/p>\n

        \"Facebook<\/a><\/p>\n

        What is more important – Evergreen Content or Viral Content?<\/h2>\n

        In general, evergreen content has a longer shelf life than viral content. It can facilitate prolonged and sustained traffic and can control the context effectively without the brand running the risk of building up negative sentiment \u2013 which is often the case with viral content.<\/p>\n

        To be able to choose one depends on the brand and its objectives. Personally, however, I feel like brands should build a solid foundation of lasting engaging content that is mapped to their consumer base. Longevity always wins, in my experience.<\/p>\n

        Is there any campaign that you are proud of and would share with us?<\/h2>\n

        At CRY, we created 16 short films in 2017-18 on either extremely negligible budgets or completely pro-bono thanks to the support of our partners. This film<\/a> on child marriage won a gold at the Woodpecker Film Festival, this one<\/a> helped us build salience around the issue of child labour, this<\/a> reminded our audience that all children have dreams irrespective of their socio-economic background and this<\/a> brought back the focus on girl child. Such content not only helped us raise our brand recall but also kickstarted conversations around the issues in question \u2013 through last year, our social media audiences have grown almost 4 times in size!<\/p>\n

        Check out their campaigns here.<\/h2>\n

        CRY | Mothers Day Campaigns<\/h4>\n