Updated: May 4, 2021
An organization's first step to digital marketing success is implementing a clearly defined digital marketing strategy that is integrated and based on clearly defined corporate objectives.
Interestingly 49% of organizations with digital marketing integrated into their business have no clearly defined digital marketing strategy, and a robust approach begins with a SWOT analysis. This analysis should be completed internally (on your organization) and externally (on your competitors) as this underpins the overall digital marketing strategy.
In today's competitive environment, you need to be strategic in how you market yourself so that your audience builds trust in you and your brand. Content Marketing is a critical step in executing the marketing strategy successfully, and one that's importance is often overlooked or understood.
Content marketing is simply about building material designed around what your audience is interested in and needs, providing them value so that you build credibility and trust. Over time this will result in you growing and developing your database and ultimately attracting donors or volunteers.
Begin building your content marketing strategy using the following.
1) Know your target audience
Understanding the needs and interests and defining your target audience is paramount in the digital era. Strategies that resonate with your audience, and tell a story that appeals to their specific interests, are critical to helping gain your audience's attention and establish trust.
2) Have a clearly defined objective
Set specific goals and measure the outcomes. You can achieve this by implementing the SMART goal criteria to aid in clarifying your ideas, appropriately allocating resources, and focusing efforts to help achieve your objectives.
3) Don’t underestimate the power of your website
Invest in a well-organized, easy-to-navigate website that represents your brand. Acquire emails by dedicating a clear space encouraging visitors to subscribe to regular updates, blog posts, or newsletters. Content marketing can play an instrumental role in building meaningful relationships and taking your nonprofit to the next level.
For more tips, click on the effective content marketing checklist.
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[Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University].
Chung, E. (n.d.). Content Marketing 101 for the Modern Nonprofit.
Lokmanoglu, Z. (n.d.). How to build a digital marketing strategy.
Valchanova, V. (n.d.). Top 10 Digital Marketing Reports you need in 2021 to keep up with Marketing Trends.
Wilk, D. V. (n.d.). Content Marketing checklist. Perth, Western Australia, Australia.
The image used was taken from the BING search engine and was creative commons.