Are you ready to level up your digital marketing game? Buckle up, because we’re diving headfirst into the world of content marketing at community foundations.
What is Content Marketing?
Content marketing is a strategic approach to digital communication and stakeholder engagement that centers around creating valuable, relevant, and consistent content.
By delivering high-quality content that addresses the needs, interests, or concerns of donors and other stakeholders, content marketing builds trust, fosters relationships, and positions your foundation as a credible source of information within the community.
The magic of content marketing is in the narrative that resonates deeply or a story that lingers long after it’s heard. Your donors aren’t just wallets – they’re human beings with emotions, dreams, and a desire to make a positive impact.
When you weave the story of how a donation transformed a struggling student into a confident scholar, or how a simple act of kindness revived an underresourced neighborhood, you’re not just talking numbers. You’re painting a vivid picture of change, progress, and hope. Donors aren’t just supporting a cause; they’re becoming protagonists in a story of transformation.
That’s the power of content marketing.
And it goes beyond personal storytelling as well.
In the same way you can share stories of human impact, think about all the common questions that donors, personal advisors, and grantees ask you in meetings.
If one stakeholder is asking you a question about where their charitable funds will make the most impact, or how to establish a donor-advised fund using real estate, you can assume that they are not alone. Countless others are thinking the exact same thing and looking for an expert to help answer their questions.
By developing a thoughtful content marketing strategy, your community foundation can become a one-stop-shop for all things philanthropy, charitable impact, and giving in the region.
How to Start Developing a Content Marketing Strategy
The question is, how do you get started?
There are a slew of things you need to consider if you want to develop your own content marketing strategy. Don’t worry though if it feels overwhelming. We work with community foundations every month that need support at various levels of the content marketing process.
To begin, here are a few quick tips on what you should consider:
- Know Your Audience: Who are you talking to? Do you want to engage donors as well as grantees? Are financial advisors and local politicians also important stakeholders for you? Once you determine your audience, ask yourself – what are their pain points, desires, and interests? Crafting content tailored to your audience ensures it resonates and sparks genuine engagement. Don’t be afraid to ask them directly either.
- Set Clear Objectives: What do you want to achieve? Whether it’s brand awareness, lead generation, or community trust, defining clear goals gives direction and purpose to your content efforts.
- Map Content to Customer Journey: Understand where your stakeholders stand in their journey with your community foundation. Offer content that aligns with their needs at different stages, from awareness to decision-making.
- Quality Over Quantity: Resist the urge to flood the internet. Consistently deliver high-quality content that adds value, informs, entertains, or inspires. Quality content keeps your audience coming back for more.
- Diversify Content Formats: Shake things up! From blog posts to videos, infographics to podcasts, leverage various content formats to cater to different audience preferences.
- SEO Savvy: Optimizing for search engines is your ticket to being discovered. Incorporate relevant keywords, and meta descriptions, and ensure your content is easily findable.
Ask for Help:
Community foundations are lean for a reason. We know you don’t have endless staff and capacity. But that shouldn’t stop you from implementing your own content marketing plan. Foundation Voice is here to support you every step of the way and build a customized content marketing strategy that fits your goals.
