Empower Your NPO with Nurture Marketing Strategy for NPOs

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[Music] [Music] hey nonprofits welcome back and today's nonprofit marketing tip video I'm gonna share how you can create content for your nonprofit using the garyvee content model this is based on documenting what your nonprofit does via long-form content and then repurposing it into several pieces of micro content gary be demonstrated this by giving a two-hour keynote speech and then breaking that down into 30 pieces of smaller micro content so if you want to learn how your nonprofit can apply the garyvee content model to create content and to integrate this into your nonprofits content marketing strategy keep watching and make sure that you subscribe to our YouTube channel because the next week we're gonna share five specific ways that your nonprofit can use the garyvee content model to create and repurpose content but before we dive in let's get on the same page about content marketing at its core content marketing is the creation and sharing of online materials such as videos vlogs and social media posts that are designed to attract and retain an audience this for nonprofits is your donors and supporters the biggest misunderstanding about content marketing is that it's everything that you put online the key difference is that content marketing is designed to attract and retain an audience so you have to be very strategic about what this content is so I'm gonna give you a couple examples of what content marketing is and what content marketing is it content marketing is quality over quantity it is value driven and it is assistance with content marketing is done right you are providing education you are establishing credibility and you are remaining top of mind among your audience the purpose of content marketing is to create an initial interest in your nonprofit so this is where you're attracting people who don't currently know about you or follow you and you also are building loyalty among the people who already follow you so this is where you're retaining your audience and you're also getting up opt-ins content marketing is not about asking for donations and it is not about selling products the goal of content marketing is to get social media followers and to get email signups so that you can continue to have conversations with the people who are interested in what your nonprofit does so that you can provide them education value through all of your content and so content marketing is really all about establishing know like and trust among the target audience that you have so that when you do ask for donations when you do ask for volunteers you are much likely to get a higher percentage of people who take action because you've established them know like and trust with them so let's dive into the garyvee content model and how you can apply this for your nonprofit so the guaranteed content model starts with the content pyramid I'm throwing up a screen here so you can see visually what can be provided and the idea is that you're starting with the longest form of content at the top and then you're going to break that down into smaller pieces of content so the first step in the garyvee content model is to identify your content pillar this essentially means your long-form piece of content we recommend that this piece of content is at least 30 minutes or more and this can be a video it can be an audio file and it could even be your annual report if you don't have any videos or audios now here's where I'm going to encourage you to get resourceful and to get creative if you don't have long form content or you want new long-form content you can ask other people to help you so for instance you can reach out to your local cable station and see if they're interested in interviewing your nonprofit about a certain topic that's going on in your community that provides value to your audience and their audience and if they are willing to do this they're gonna record it they're gonna give you the copy of the video that you can use and repurpose for your own social media and emails and another idea is a podcast so you can find podcasts that are relevant to your nonprofit and same thing ask them if you can go on to the interview to talk about a certain topic that's maybe top of mind for people or really relevant to the community you can also give a keynote speech and record it or you can give an online training and record it the idea is just to get really creative and to get something that is about 30 minutes or longer so once you have your long-form piece of content the second step is to create your first set of micro content so micro content is just smaller pieces of content from the long-form content so think about two to four minute video or audio clips that you can turn into social media posts that have the hooks in them that have the really exciting information so that people will then want to go and listen to the longer form version so when you're creating your micro content think about the platforms that you're going to use so if it's Instagram you might only want to use a one-minute video or if you're gonna put it on IG TV it could be two to four minutes so the idea here again is just to take smaller snippets the micro content of the longer form pillar content and to put that out into your social media channels to see what people respond to and if you are using your annual report for your killer content you can think about making things like infographics and quotes so get creative again don't get stuck on the idea that it has to be video or audio just get creative and break things down into graphics if you want so the third step is to distribute your pillar and your micro content so depending on the length of your pillar content and your micro content you're going to want to put these on different channels so for instance you can put your 45-minute video on Facebook and then you can put your micro content on platforms like Instagram or Instagram TV the idea is that you put out this initial color content and micro content to see what resonates with your audience so you want to look for things like engagement the comments that people are giving and once you have a radar on what's working well and what people are responding to then you can go and create even more micro content so the fourth step is to get community insights from killer content so that's what we just talked about where you are looking at the data the engagement rate the feedback really looking at comments and people are commenting so step 5 of the garyvee content model is to take your community insights so if people had a really good response to the two-minute video you put on Instagram TV or they had a lot of comments on your long-form content about a specific section this is where you take your community driven insights and create more micro content so this could be creating new two to four minute pieces of video clips from your long-form content or it can be drilling it down to smaller pieces of content like a quote and so if you found you know this 2-minute video resonated really well with people and there was a quotable moment from it you can screenshot something from the video and throw up the quote to get text and provide this smaller piece of micro content so the last step the sixth step of the Gary Vee content model is to distribute the micro content you've created from your community insights and when you've done that you've probably created at least ten pieces of they could be short video clips they can be quotes they can be infographics you're really just taking the things that resonate well drilling it down into micro content so that's how Gary Vee does it now I know that Gary Vee is a Content maniac and he is giving to our keynote speeches and then turning that into 30 pieces of content I'm not saying that you have to do that we're just using this as a model and it's a great model because if you can create one piece of content and then derive ten more things from that it's gonna save you a lot of time and it's going to ultimately help you understand what your audience likes so that you can continue to provide a value in education to them and create that know like and trust next week I'm going to share five specific ways that your nonprofit can take a garyvee content model and put it into practice so make sure that you hit the subscribe button below and click the bell notification if you want to put what you just learned into practice and if you found this video helpful please give us a thumbs up and in the comments we would love to know what kind of long-form content your nonprofit has so please leave a comment so we can understand whether or not you have video you have audio or you have an annual report or you have nothing so let us know in the comments and lastly we are working on a donation driven marketing course we're really excited about this because it's going to give your nonprofit everything you need to know about how you take content marketing and then make donations or get donations from that so that will put a link in our description below if you would like to learn more about that when it launches so thanks for watching and have a great rest of your day