Nonprofit content marketing is dead
Image by Russell Davies
Content marketing for years has been the backbone of nonprofit communications. But now, after practicing it for more than 20 years, I finally see that content marketing is largely dead. This isn’t because the idea is wrong, rather it’s because content marketing as practiced by most nonprofits doesn’t go nearly far enough.
Nonprofits are drawn to content marketing because it’s largely inexpensive, and sometimes actually works in helping an organization’s engagement footprint overperform. The idea is that one or two creative full-time communications staff members can create low-cost content that is interesting and engaging, which will enable the organization to attract and build substantial audiences without spending money on advertising or list buys. I managed this for years with print materials, email newsletters, social media, and blog posts—lots and lots of blog posts. But in recent years, I’ve noticed a few trends that tell me that traditional nonprofit content marketing is failing:
Traditional mainstream media is continuing its slow demise, meaning that organizations will have greater difficulty getting their messages into fewer and fewer outlets, and what outlets remain will be reaching fewer people.
Blogs, and really any kind of wordy website content, long ago stopped serving as useful passive marketing platforms. People just don’t seek them out anymore.
Social media now de-prioritizes external links, meaning you can no longer drive traffic to your website this way. It was never a great way to get people to give you their email address.
Email is making a strong comeback (more on this later), but the traditional nonprofit approach to content and frequency are not what your audience wants.
The written word isn’t dead, but it’s dead the way nonprofits are doing it. Platforms and audiences are rapidly being directed to—and expressing more interest in—video and audio content, which most nonprofit shops aren’t able to produce with much regularity.
The rise of the independent media company
As the fracturing of traditional media continues, we are well into the age of the independent media company. Most of these center around politics, for example Pod Save America on the left and The Daily Wire on the right. There are examples of news organizations, such as Puck, that have taken on this model, but for mission-driven organizations, I think the political companies are better examples. The best of these promote their viewpoints to millions of people. Here are the highlights of how they do it:
Podcasts and video versions of podcasts—as well as other video content—that meets their audience where they are: Spotify, Apple podcasts, YouTube, etc.
This content is chopped into smaller, engaging clips that get thousands of likes and shares on social media platforms.
This dynamic content drives interest in weekly or twice-weekly email newsletters which in some cases are hosted on platforms like Substack (which people can pay for subscriptions) or internal content management systems, such as EveryAction, Convio, or even Salesforce. This fundamental list building makes up an audience that they own.
This large audience is frequently directed towards political advocacy to great effect—emails, mail-in campaigns, phone calling, etc.
All of this is bolstered by regular conferences and in-person events that drive greater and greater enthusiasm and engagement among the target audiences.
Website content is deployed purposefully: either designed to drive people to podcasts or video, or treated as a premium for people who either subscribe or offer their email addresses, or offered free-of-charge as a way to drive further engagement.
Written content is opinionated, snappy, worth reading and responding to.
From content marketing to nonprofit media company
Certainly there are things that these for-profit media companies can do that nonprofits cannot. For starters, a nonprofit has far more limitations when it comes to engaging in the political space. That said, the strategies for reaching a large audience are transferable. Here are some suggestions:
Start a weekly podcast that highlights the most interesting aspects of your area. Nothing too self-regarding or promotional. Make a video version that can be shared on YouTube and cut into small pieces for social media.
Offer a weekly version of your email newsletter that is currently monthly or quarterly. Consider using a platform such as Substack, that offers people a chance to be a paid subscriber.
Stop putting all that self-promotional stuff in your newsletter. Make it shorter, snappier, and a must-read.
Strip your website down to its most necessary content.
Focus much more aggressively on list-building, particularly emails and phone numbers, for SMS (texting). This includes list purchases, exchanges, etc.
Use all of your platforms to regularly ask your audience to take some form of action. Ask them to send emails, make phone calls, write letters, etc.
Consider hosting events, either on-line or in-person.
Additional considerations
Dump your print products. You’ve probably already cut them way back by now. But no more magazines, print newsletters or executive reports. Spend that time and those resources on your new ventures.
Comms departments largely have focused on hiring people with writing skills. That’s always good, but you’re going to need people adept at audio/video, email, and social.
You’ll need personalities, people who are articulate and engaging on both audio and video. They need to have interesting things to say.
Your organization needs to get comfortable with staff expressing opinions. These types of outputs do not lend themselves to micro-managing from the executive director and others who might be used to reviewing everything.
Keep doing PR, but understand that as time goes by, you may find yourself getting more traction from your own media.