What’s Up? You know you need a content marketing platform but your boss needs convincing, so focus on points that relate to big picture challenges, like staying agile as an organization, reaching younger generations of donors and using data more effectively.
Your team needs a content marketing platform. You artfully weave engaging stories into all your marketing efforts, giving you that special marketer’s bliss that comes from capturing the attention of an audience. At the same time, there are roadblocks slowing your team down. Where is the image for this week’s newsletter saved? Has everyone approved the latest blog post? Why are the engagement metrics so low on Instagram?
These speed bumps are common for most nonprofit marketers. Sometimes files are saved in multiple places. Other times teams are forced to cobble together a set of free tools, none of which do everything they need, leading to clunky processes and lots of redundancies. Using a content marketing platform can help a team:
- Build a better content strategy
- Streamline the production of stories and assets
- Publish to all promotion channels
- Optimize content based on the metrics of past campaigns
- Most importantly, do more with less effort
So now that you have a baseline understanding of how a content marketing platform helps, how are you going to convince your boss to invest money into technology that goes beyond what you have today?
The reasons above might do the trick. If that’s the case you can stop reading and get back to finding that perfect image for this week’s newsletter. But if your boss – or your boss’ boss – is prone to ask smart, tough questions before investing in technology, rethink that approach.
Instead of leading with talking points about how new technology will help your team, why not talk about the benefits for the larger organization? Approaching the discussion with a big picture lens could go a long way. When you meet with your boss, blow their socks off by starting with these three points for why your nonprofit needs a new (or better) content marketing platform.
1. It helps us balance day-to-day responsibilities with long term goals
We all know what it’s like to get caught up in the day-to-day. Your team has emails to get out, videos to post, blogs to write. But staying head down is the best way to miss what’s up ahead.
A content marketing platform allows teams to keep moving forward while staying responsive to shifts in marketing trends and donor preferences. How? It starts with having a better way to store and manage assets so you spend less time looking for all the pieces and parts of a campaign. By investing less time in menial tasks, you’ll have more time to be proactive and test out new approaches.
2. We’ll reach more millennials and Generation Z
Undoubtedly you’ve attended a slew of conference sessions, read dozens of articles and joined (too) many webinars dedicated to reaching a younger set of donors. Afterall, millennials are the largest generation in the workforce, which makes them a big part of workplace giving programs, and Gen Z are now entering the workforce as well. Today, and in the coming years, it’s vital to build relationships with people in these age groups.
While there is still a lot to learn (and many stereotypes to combat) most people agree that younger, digitally-native generations, respond well to stories told in digital formats. Creating engaging, high-quality content will take adhering to an evolving set of best practices. And the best way to do that is to have an airtight, seamless production process. A content marketing platform supports those efforts by giving you the opportunity to set workflows for different assets and apply insights from past efforts to dial in content to engage younger audiences.
When it comes to sharing your content across all the latest and greatest social media channels, a content marketing platform makes it easy. You can distribute content to multiple channels at the same time while still customizing messages to fit the best practices of individual platforms.
3. It’s an investment in a culture of data
A key aspect of a quality content marketing platform is the ability to see data in real time. But the data can’t be numbers for numbers sake. Metrics are best when they can be applied.
The pain of having data and not being able to use it is one that hits home for many nonprofits. Studies have found that while 75 percent of nonprofits collect data, only 6 percent are using it effectively. Can you imagine how powerful your marketing would be if you could know which campaigns are resonating with supporters? If your organization is one of the many trying to make better use of data, a content marketing platform could help tremendously.
Every organization is different, but by thinking about the major challenges your nonprofit faces and showing how a content marketing platform will help, you’ll have an easier chance of getting buy in from your boss. And then you can get back to the fun of making amazing content!
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