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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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

    We get an early jump on the weekend every Friday during the summer.

  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?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position