How to Use Content Marketing for a Good Cause

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Content marketing for a good cause

When it comes to lead generation, the potential benefits of content marketing are well documented. According to Demand Metric, successful content marketing generates approximately three times as many leads as traditional marketing while costing 62 percent less. However, lead generation isn’t the only goal for businesses and other organizations. If your goals revolve around philanthropy, activism or awareness instead, the same tactics can still prove useful. Here are some tips on how to use content marketing for a good cause. 

Begin Content Marketing With a Blog

A blog is an essential component of any successful content marketing strategy. As a form of owned media, it gives your company or organization complete control over the message to your audience. One of the primary benefits of content marketing through a well-published blog is developing brand awareness and loyalty with your target audience, which leads to more support for your cause. 

As an example of content marketing for a good cause, the Arkansas Prostate Cancer Foundation included a series of survivor stories as blog posts on its website. Written by men who have themselves battled and survived bouts with prostate cancer, the blogs allow the Foundation to also highlight their commitment to patients directly from those who have experienced it firsthand. By including a link to support at the end of each post, the blog also serves as a funnel for fundraising. 

Enhance Your Message With Email Marketing

While a blog is an easy way to get started with content marketing for a good cause, email marketing is a more efficient way of delivering that message consistently to your audience and potential donors. Despite the rumors that email marketing is dead, it remains an easy and effective way of generating awareness and retaining supporters of your cause. This doesn’t mean you should start spamming inboxes with a flurry of emails, though. 

Like any form of successful content marketing, the right email marketing campaign begins with a strategy. What are your goals for the email campaign? How often will you be sending emails? What types of content will be shared? Answering these questions will help your organization establish a plan that generates awareness and support for your cause. Keep in mind that it’s also important to track metrics such as opens, clicks, new followers and unsubscribes. Based on which emails are generating more interest from subscribers, you can create and share similar content and start reaping the benefits of content marketing.

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Don’t Forget Video in Your Content Marketing Strategy

In an increasingly digital world, the power of video in content marketing for a good cause can’t be overstated. According to a report from HubSpot Research, more than 50 percent of consumers want to see videos from a brand or business they support. That’s more than any other type of content, including emails, social images and blog articles. Storytelling with video is one of the most effective ways of unlocking the benefits of content marketing and with advancements in technology, it’s never been easier to record authentic, high-quality videos on your smartphone. 

Catholic High School for Boys harnessed the power of video with Facebook Live to rally support for its scholarship program on Giving Tuesday. A series of 15-25 minute videos gave followers a glimpse into a normal day at Catholic High, featuring interviews with students and faculty describing their own personal experiences. The result was an unprecedented level of support from donors as the Facebook Live campaign (streamed with an iPhone) generated more than $80,000 in scholarship donations, exceeding the school’s goal by 61 percent. 

Share it All on Social Media

The meteoric rise of social media over the last decade has made it a valuable tool for reinforcing the message behind a successful content marketing strategy. Facebook, Twitter, Instagram, YouTube and other popular platforms provide an easy way to reach your target audience with content that generates awareness and support for your cause. Each platform also comes with its own unique community and style, giving your organization an opportunity to diversify your message and reach more people without having to create new content. 

For example, let’s say a food bank is practicing content marketing. It starts with a blog post explaining the mission of the food bank and what a donation provides to someone in need. That blog can then be shared on Facebook and Twitter at different times on different days, reaching an entirely different audience each time it’s shared. A member of the food bank could also record a video highlighting key takeaways from the blog to be shared on YouTube and other platforms. Just from one blog article, we’ve developed multiple posts to spread the mission of the food bank and generate support. 

Whether you’re a nonprofit organization raising donations or a business seeking to raise awareness for a cause you’re passionate about, a successful content marketing strategy can help you reach your goals. However, keep in mind that not every campaign will deliver results and content marketing is a trial and error process. If you’re having trouble seeing the benefits of content marketing, developing a content marketing strategy or need help figuring out where to start, let’s connect. Our agency has a deep bench of experience and we’d love to help you implement the power of content marketing for a good cause. 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

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  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.