This article originally ran in the Nonprofit Hub Magazine, a free bi-monthly magazine dedicated to providing focused content on a particular topic. To reserve your free copy of their next issue, sign up today.
By now you know that content marketing is all the rage, and experts say it’s only going to get bigger. When planning your nonprofit’s next marketing strategy, you’ll want to give your content marketing efforts some serious consideration.
One way to be more strategic is to use an editorial calendar. An editorial calendar provides you with a broad overview of your whole content marketing plan and outlines exactly what needs to be completed when. Plus, you’ll be able to better assign tasks, assignments and topics when you plan out your content for weeks or months at a time as opposed to just winging it day by day.
Here are six steps to getting your content calendar started.
Define your audience. Before you even start planning the type of content you’re going to share, make sure you know who you want to reach. Has your organization developed personas? Personas can give a face to your audience and help you picture a typical reader. When you write, it’s helpful to imagine writing to one individual—that’s how people read your content (as individuals, not groups) and it’ll make your voice more personable.
Decide where your content will live. Do you have a blog? Are you posting to Facebook? Twitter? Instagram? A YouTube channel? Determine exactly where you’re going to share content and what type. This might involve some testing, so be patient. For example, you may establish a regular schedule of posting on Facebook and be met with the sound of crickets. That’s okay—if you don’t see much engagement there, maybe you’ll find more on Twitter. The type of engagement you’ll find on social networks can vary from one organization to the next, but at the very least, your nonprofit should create and maintain a blog. It’s the easiest and most effective way to share content.
Determine how often you’ll post. Depending on how many people you use to create content, be realistic. Content creation takes time and it’s important to choose a frequency that’s sustainable for your organization. It’s better to create a realistic plan and stay consistent throughout the year than to barrel out of the gates at full throttle, posting every day, then burn out by the end of the month. Also, remember—your content creators don’t have to be just staff members. Your bloggers should have a connection to your NPO, yes. But they could be board members, volunteers or constituents. Anyone passionate about your cause who can write, take pictures or create videos, basically.