Recently, I delivered the second in a series of webinars for patient advocacy groups on how to increase traffic. The title of the webinar was Breaking Through the Clutter to Inform Your Audience. This webinar focused on content marketing and content management for patient advocacy.
The presentation covered fundamental content marketing ideas, such as:
- Alignment of the corporate mission with the editorial mission
- Alignment of the editorial mission with key measures of success
- Technical content management and production guidelines for search engine performance
My main thrust was to provide a set of guidelines for evaluating the audience’s content-marketing maturity and evolving their content strategy. My hope was that they would be emboldened to make the hard decisions necessary to focus on their niche and to improve the depth and quality of their content so that they can achieve greater audience engagement.
After the presentation, I was asked,
Do blogs help advocacy organizations drive more people to their Web site, and if so, how?
A nice jargon-filled answer that breaks the rules of content marketing is:
“Yes, a narrowly targeted blog that has high-quality, semantically dense, holistic content and has installments published on a regular basis and that is supported by a multichannel promotional effort will draw traffic and engage the audience.”
However, I think that the question may miss the mark. A blog is a publishing channel. It is a technology and thus will not draw traffic on its own. The choice to use a blog to distribute your organization’s content should be made only after you have developed a content-marketing strategy that includes longer-form content that is published on a temporal basis and after you’ve decided that you will leverage other channels, such as social media, video, or offline events to promote the blog. Blogs don’t draw traffic, content draws traffic.
“Blogs don’t draw traffic, content draws traffic.”
After we ponder the question a bit, it becomes clear that we need to answer some fundamental questions. I want to share some of our thinking on how we approach content strategy.
Questions to Shape Content Marketing Strategy
- What is our corporate mission?
- What is our editorial mission?
- What are our most important goals? (fundraising, engagement, volunteerism?)
- For whom we publishing for?
- What do we want our audience to do?
- How will we know whether we are being successful? What should we measure?
- What is our budget?
- What resources can we commit to publishing? Over what period of time?
- Do we have the expertise to create the content at a sufficient level of quality and depth to compete and rank?
- Have we looked at the sites listed in the search results that we are targeting?
- Is there really a need in the market for us to publish on this topic?
If you use melanoma as an example, your answers may sound like this:
Our mission is to publish medical information about melanoma for patients and caregivers. Our goal is to educate people on the prevention of melanoma and, in the unfortunate event of a diagnosis, to guide people to the most effective available treatment, so that they can stop the progression of their disease and possibly achieve remission.
Our corporate and editorial missions dictate that engagement is our most important goal. So we measure and analyze time on site, number of pages viewed, and unique visitors.
We have a sophisticated budgeting process and have an established annual budget that supports multiple content team members. So we organize the team’s effort and investment to advance toward our written goals.
Finally, there are no other Web sites publishing content with the quality that we will achieve on the topics for which we have the deepest expertise.
While this scenario is an ideal example, achieving this level of finish is a lofty goal that most advocacy groups will not reach.
Creating the Content
Answering the questions above will create the foundation needed to determine your effective strategy. We decided that our most effective strategy will be to identify topics that would benefit our audience and provide enough information if articles are at least 1200 words long.
We will ignore the technology as we develop the articles. Then we can put the information on the platform that best suits our strategy. The articles will be highly structured so that sections can be broken up into lists, quotes, infographics, and paragraphs that can stand together or on their own, depending on how we disseminate the content.
The final draft of each article that we produce, should be written by a professional writer and edited by professional proofreader. The content will be supported by infographics that help convey important information.
Now that the content has been developed we must identify the optimal channel.
Our avenue for publishing may include any of the following: our Web site; our blog; a traditional journal, periodical, or news outlet; an allied publication; a video; a podcast; or a webinar.
Promoting Your Content
To maximize your investment, you must plan the timing of your published content and sharing of your content with news cycles, seasons, or relevant current events to increase traffic.
Once we choose the outlet and the ideal publishing date, we plan our social media and promotional strategy. Social promotion may include teasers to Facebook and Twitter. Making the most out of the content, we also publish the infographics to Instagram or Pinterest.
This effort creates awareness of the article with our audiences and key influencers/connectors.
In order for us to understand which channels are best, we actively monitor their performance. Our future focus will be on the most productive channels. We will ignore the unproductive channels.
Durable content is created that remains relevant for readers is called evergreen content. When articles fall into this category, we will repeat the promotional efforts every few months or in response to currently trending topics.
Reusing evergreen content will significantly increase the ROI/ROE per article. We can even substitute an old article into the cycle if there is a shortage of topics to publish about.
The key idea is that we created a content asset that can be used in many different ways. We broke it down into reusable components, we published the main asset on our blog, and we used the component pieces across promotional channels to draw the audience into the main asset. We measured as much as we could, and we evaluated the results in the context of our editorial mission and our corporate mission. Through this process, we gained important insights, which then inspired new content and helped to direct our future investments.
Competitive Advantage in Content Marketing
This example is very sophisticated. Fewer than 4% of nonprofits report achieving this level of planning, integration, and execution.
This is great news. It means that you do not have to be perfect at content marketing to compete and win your audience. Your organization will be measured along a continuum of content-marketing maturity, and your operational excellence will vary over time. If you take the time to answer the questions I listed above, your performance will likely improve significantly and you will outperform your competitors. You will achieve greater ROI and improve on your key measures of success, whether they be engagement or fundraising.
“Just start, and then build the momentum.”
My advice is to just start, and then build on the momentum. If you are not sure where to start, call Arteric. We will be happy to answer your questions and help you evolve your content-marketing strategy in order to advance your goals.