by Julie Petersen
Nonprofits and organizations focused on positive social change are familiar with writing articles. It’s necessary to encourage call to action and it’s natural for these organizations to be educational.
However, with so much information on the web today, the marketing strategies for success will be more complex than the traditional blog post. To truly reach your goals your site must tell a story and include various other elements. Review the following tips to get started.
Tell the story of the community you serve.
You need viewers to empathize with your cause. And telling a story that readers will relate to can inspire them and engage them in the conversation. Create a connection between readers and the community.
Give your audience an exclusive look.
The people who support your cause will want to see what goes on behind closed doors. Include specific content material that explores the interworking and staff of your organization, and allows readers to feel like part of the team.
Use numbered lists.
When writing for the web, regardless of the specific mission, you need to keep it straightforward. Bullet points and numbered lists are a great way to catch reader attention and to engage readers.
Use visual elements.
Non-profit organizations will always want to include articles and stories that have visual representation. Use photos and videos to attract and retain more readers as visual content is king.
Share resources relevant to your cause.
Your content writers may have other passions outside of the site’s cause, however they need to be cautious that their content focus does not wander. They also must provide supported and reliable resources.
Offer media reviews.
To grow a larger reader community, include pop culture and the arts in your content. Provide reviews of book, movies or television shows that pertain to your cause or social issue of focus.
Ask for advice from professional content writers.
When you begin building your website you should seek guidance from professionals. There are services available online which work with tight deadlines and offer help in any topic area. You can find professional writing assistant at such websites as Upwork or FreelancerCareers as well as ask for a help at writing services like PapersGear or BestEssays.
Validate and summarize research.
There is a lot of preparation that goes into not only starting a socially aware company, but also into its content. Be sure to provide references, but summarize the essential parts of your research.
Know and represent your brand.
You want your content material to engage reader loyalty. So your content needs to reflect the mission of the organization you represent. Make it personal, original and in line with all policies and perspectives of your brand.
Think of it as an investment, not an expense.
Whether or not your organization meets all goals, discover and use metric analytics of your site to better reach your viewers. Pinpoint your target audience and explore how they react to your content.
Let people tell their own stories.
If your mission is to right a wrong, or help people that are suffering, include personal accounts and experiences. Let real people, outside of your organization; post their story in their own voices.
Interview donors and volunteers.
Always be motivated to find new like-minded individuals, and interview them in formal platform. Allow them to also share their experiences and viewpoints via your site.
Feature social media and mobile content.
In today’s world you have to include and integrate social media accounts with your site. And to obtain optimum results you should schedule posts regularly across all platforms.
Show donation impact.
You need to tell viewers how the organizations donations are being used, and all of the positive results that have occurred. Update your loyal viewers regularly, and give them features like countdowns to increase excitement.
Always publish quality content.
Even if you have all of the necessary components of a successful socially conscious site, you won’t get anywhere unless the content backs up the mission. Publish properly edited material that never rambles.
Don’t be argumentative.
Present your cause with an open mind and do not use abrasive vocabulary. You do not want to be threatening or egotistical. Present the issue, support the reasons for change and go from there.
Avoid random acts of marketing.
Make a plan, schedule your posts and milestones and stick to your goals. If you have a new idea, make an organized strategy to implement it. Don’t proceed without an intelligent design.
Stay positive.
This seems simple enough, however when dealing with tough issues, the negative feelings can come out. Stay positive and enforce your mission with words of encouragement, not ill will or vengeance.
Remain consistent and organized.
Not only do you want to avoid random acts of marketing, you also want to remain consistent. Do not update your site every month; release new content regularly – at least weekly, if not daily.
Don’t let your website go to waste.
When you create a website or social media profile, do not let it sit idle. It is not just a digital business card. Use what technology offers and actively market your mission with your content.
No matter what social issue your organization is focused on, remain consistent and positive with your work. Be sure to have quality material, an active voice and always use social media.
So start using these tips as a guideline, and start building a larger viewer and donor community today.
Julie Peterson is a content marketing specialist and a private English language tutor. She is the author of AskPetersen writing blog and is a contributor to such websites as Business.com, Teach.com, FreelanceWrite.About, etc. Contact Julie on LinkedIn.