Now that you have your modern and functional nonprofit website, it’s time to start putting it to good use. To do that, you need to come up with content reflective of your mission, your vision and your goals.
Quality content is the heart and soul of your online presence. Here’s why.
Did you know that entities engaging in blog post creation generate 67 percent more leads each month than the ones that don’t? This is why 90 percent of businesses questioned in surveys report relying on some form of content marketing to reach the right audience.
Website content can contribute to site traffic increase that is 7.8 times higher on an annual basis for those who excel in the strategy than for those who don’t employ it. So, how do you make amazing content happen? There are a few secrets but two top the list – knowing your audience and being a leader in your respective niche. Combining these two approaches will result in specialized content that’s useful and that your audience will enjoy.
Just like many other online marketing approaches, content delivers an excellent return on investment. Here is how to make the most of it, even if you’ve never worked on website content creation in the past.
Be Strategic About It
Writing a blog post every once in a while isn’t going to work. Your audience will want quality and consistency – two things you can achieve by coming up with a content strategy for your nonprofit website.
The term content strategy refers to an all-encompassing approach for content creation across channels and formats. You should have a clear idea about how you’ll generate content for your website, your social media marketing profiles and other marketing campaigns. You’ll also need a good idea about the best formats.
It’s wrong to think that content comes solely in the form of text. There are so many formats you can employ online – video, image galleries, podcasts, infographics, interactive diagrams, etc. These should work well together to create added value.
A good content strategy outlines the frequency of posting, the topics to cover, the content style and the persona that you’re creating content for. Before doing anything else, sit down and think about the message you want to deliver (and the types of people you want to reach). When you answer these questions, you’ll find it fairly easy to come up with clear guidelines for high quality content creation in the future.
Know What the Competition Is Doing
One of the best ways to get inspired is to do competition research.
Seeing what other nonprofits are featuring on their websites will reveal trends, opportunities and mistakes.
Very often, nonprofit organizations don’t make the most of their custom website. They focus on beautiful, functional design but fail populating the platform with the right kind of content. By exploring what others are doing, you can easily pinpoint opportunities for the delivery of a clear, impressive message.
Competition research doesn’t mean plagiarizing topics and ideas. On the contrary! By knowing how others are approaching content creation, you can offer your audience niche, well-developed publications that aren’t available elsewhere.
Make the Most of Your Website’s Capabilities: Mix Formats
A powerful online presence is all about reaching your audience in more than one way.
For the purpose, try hosting at least a few content formats on your website.
Text is obviously important and it will form the bulk of your content strategy. You should, however, definitely experiment with videos and images to enhance the core message.
Did you know that 93 percent of brands report acquiring a new client by posting videos on social media? Video is the second most common type of content used to boost engagement and its importance has grown a lot over the course of the pandemic.
You don’t need a professional crew to create videos or build image galleries for your nonprofit website.
A simple interview with a team member shot on a smartphone can add a bit of diversity to your website. Showing the “human” face of the organization results in emotional impact that can effortlessly result in a growing number of supporters.
Chances are that your website can easily support multiple content formats. Don’t hesitate and employ such opportunities to deliver a powerful message. Images and videos are visual, hence easier to interpret and remember than text. This is why your website needs at least a few clever and engaging pieces of visual content.
Don’t Forget About Static Page Content
Apart from cool blog posts and videos that can be shared on social media, your website will need content for some of the most important pages. It’s a good idea to come up with a catchy homepage and informative texts for your mission and your team pages. This is the absolute minimum as far as static content goes.
Static content is the kind that doesn’t change. Usually, static content is featured on website pages like About Us, Mission, Services, etc.
Such content should be powerful and concise. Its purpose is to reveal what your nonprofit stands for. The right call to action (supported by visible buttons and design elements) will also be crucial, especially if you’re engaging in fundraising or the employment of volunteers.
Static pages can be difficult to populate with content. On one hand, you want to present the key facts. On the other, you run the risk of making the content clichéd and yawn-inducing.
If possible, consider professional assistance for the creation of static website content. Such texts will need to be written once. There are many freelance writers you can employ for the execution of such projects. They’ll give you an excellent price to quality ratio and a sensible return on investment.
Website Content – One of the Most Powerful Marketing Assets
Website content can be shared on social media, it can be the heart of pay per click (PPC) campaigns or search engine optimization (SEO) efforts.
In the ever-evolving digital world, content has remained one of the promotional pillars. This is why you need to start planning website content creation as soon as development begins (and even before that).
The good news is that you can easily track your website’s performance by checking out analytics. When you have enough data, you’ll find it fairly easy to tweak content and focus on the topics/pages that your audience seems to be enjoying the most.
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