Good Content: The Little Black Dress of Your Marketing

Good content is the little black dress (or awesome flattering jeans) of your nonprofit’s marketing efforts. It looks good anywhere and everywhere. 

And just the way you’d switch out accessories to make your outfit go from day to night, you can modify good content so it can be repurposed on all your platforms.

This isn’t just smart marketing; it’s an excellent use of your nonprofit’s resources. 

It ensures that your message consistently reaches your audiences, regardless of how they interact with your nonprofit. It also means you don’t have to reinvent the wheel with each platform; you just need to tweak what you already have.

So the next media release you create can be modified to be a blog on your website, the main story in an e-communication, a rack card that can be put on display and, most likely, not just one but several posts in your social media feeds. 

Good content is just the gift that keeps giving.

Here are some ways you can repurpose great content:

• As content on your website or a blog
• E-communications
• Social media posts
• Infographics rich with data
• Video
• Images
• As guest content on someone else’s platform

So take an audit of the content you already have. Are you making sure those stories and insights are being used to their fullest? 

A content audit will also provide you with an excellent opportunity to make sure that your messaging is fresh and your content is up-to-date. 

• Does everything have the most current version of your logo? 
• Are your impact statistics up to date and reflected in all your communication materials?
• Is there a better way to express what your organization does, how it does it and why it does it? Not your vision or mission statement (those are essential points that need to stay consistent). Instead, what about the writing you do around it. You don’t want that verbiage to become stale or outdated.

The ability to leverage content, of course, requires that you have good quality content to begin with. If you need some help with brainstorming content, please download the guide below to get you started. 

It’s full of questions and prompts that will help you come up with quality content that you can leverage across any and all platforms. 

It should remind you about stories you haven’t already used and also elicit new ways to talk about your organization and powerfully share why your mission is so vital to those you serve.