{"id":17592,"date":"2020-02-17T16:14:33","date_gmt":"2020-02-17T21:14:33","guid":{"rendered":"https:\/\/www.qgiv.com\/blog\/?p=17592"},"modified":"2024-11-12T18:35:37","modified_gmt":"2024-11-12T23:35:37","slug":"how-to-make-your-content-work-harder-for-you","status":"publish","type":"post","link":"https:\/\/www.qgiv.com\/blog\/how-to-make-your-content-work-harder-for-you\/","title":{"rendered":"How to Make Your Content Work Harder for You"},"content":{"rendered":"
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This post is from Rachel Clemens, the Chief Marketing Officer at Mighty Citizen<\/a>. Rachel is a nonprofit content pro\u2014if you’re looking for ways to get the most out of your content, you’re going to love this article!<\/em> This article was originally published by Mighty Citizen.<\/em><\/p>\n\n\n\n

Here\u2019s a little secret: The content you\u2019re already publishing can work so much harder for you. That\u2019s right! The same content you work so hard to produce for your organization can be doing even more<\/em> than it is now. It can drive more traffic. It can solicit more reactions. It can start more conversations. You just have to think<\/em> about it differently.<\/p>\n\n\n\n

First up, it\u2019s important to understand what I\nmean by \u201ccontent.\u201d Everything is content. The stories you tell are content.\nYour tools and resources are content. And of course, your website is content.\nBut so are direct mail, SEO, display ads, polls, infographics, memes, voicemail\nmessages, events, press releases…it\u2019s all content!<\/p>\n\n\n

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This likely feels overwhelming to you, dear reader.\nThere are so many content types and you\u2019re already working so hard to create\nengaging content. How could you possibly do more?<\/p>\n\n\n\n

The great news is: you don\u2019t have to. You can\ntake the content you have today and make\nit work harder for you<\/em>. You can begin creating content with efficiency in\nmind.<\/p>\n\n\n\n

Allow me to introduce you to the \u201cpyramid\napproach.\u201d<\/p>\n\n\n

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This technique is borrowed from content guru Gary\nVaynerchuk<\/a>. The idea is to focus on the creation of big pieces of\nlong-form content, and then slice and dice that content into smaller pieces. On\nthe bottom, you have your long-form content. This is content that takes a\nsignificant amount of time to create: research papers, podcasts, webinars, etc.\nIn the middle, you have short-form versions of this long-form content: blog\narticles, images, quotes, etc. At the top of the pyramid, you have your methods\nfor distribution: email, social, web, etc. <\/p>\n\n\n\n

To bring it all together in an example, your\norganization might create a 45-minute webinar. You\u2019d then create 3-4 blog\narticles from that webinar content and share those articles on your website and\nthrough an email digest. You could also take images, quotes, stats, etc from\nthat webinar and share those on social. In this way, you are moving up the\npyramid and creating \u201cefficient\u201d content.<\/p>\n\n\n\n

Let\u2019s break it down further:<\/p>\n\n\n\n

The\nBottom of the Pyramid: Long-Form Content<\/strong><\/p>\n\n\n\n

Your long-form content exists to be\npartitioned into shorter content later. It\u2019s not posted frequently, and the\nmiddle and top layers of the pyramid depend on this content. The content here\nshould be your bread and butter\u2014the cornerstone content that tells the world\nwhat you\u2019re about, how you think, and why you matter. By deriving shorter-form\ncontent from the bottom of the pyramid, you create a linear content strategy\nwhere the same themes and ideas are present throughout your marketing, however,\nthe content types are different.<\/p>\n\n\n\n

Examples of long-form content include videos, presentations, research studies, whitepapers, and podcasts<\/a>. Here, the consumer has the expectation that they will be committing time to engage with your content (and your brand) and that it will be highly valuable. This is often the kind of content you find behind a form where the user has to share their contact information in order to obtain it. At Mighty Citizen, an example of long-form content would be our Storytelling for Impact on-demand webinar<\/a>.<\/p>\n\n\n\n

The\nMiddle of the Pyramid: Short-Form Content<\/strong><\/p>\n\n\n\n

Again, this short-form content comes from your\nlong-form content. Remember, this is content optimized for platforms where they\nwill be seen, digested, and perform best. We\u2019re meeting our audiences where\nthey\u2019re at with appropriate, non-commital content (this content is usually\naccessible by the public without the exchange of contact information). <\/p>\n\n\n\n

Short-form content includes your articles,\nimages, quotes, memes, etc. This content should reference your long-form\ncontent without getting into the weeds. It should pique enough interest to\ndrive people to the long-form content it came from. More importantly, it should\nisolate themes, stories, or concepts that you want to put in front of your\naudiences on a consistent basis. <\/p>\n\n\n\n

At Mighty Citizen, an example of short-form content would be our landing page and articles around Nonprofit Storytelling. These articles are derived from our Storytelling for Impact webinar noted above.<\/p>\n\n\n\n

The Top\nof the Pyramid: Distribution<\/strong><\/p>\n\n\n\n

Think about all the channels you use for your\ncontent marketing. At a minimum, you should be distributing your content via\nemail, your website, and social media. You should be distributing both your\nlong-form, cornerstone content and your short-form content. How you do so is\nwhat locks in the strategy behind the pyramid approach. Again, short-form\ncontent (like articles) should drive engagement to the long-form content it\nreferences.<\/p>\n\n\n\n

By focusing on structuring your content by\nboth type and how it\u2019s distributed, you can drastically increase engagement\nwith your audiences and drive more visitors to your brand. <\/p>\n\n\n\n

Using our previous example of long-form and\nshort-form content, Mighty Citizen shared our Storytelling for Impact on-demand\nwebinar and our Nonprofit Storytelling landing page via our monthly email\ndigest, through organic and paid social posts, and via a special\nhot-off-the-press email send. <\/p>\n\n\n\n

If you\u2019re already putting time into creating content, you may as well go the extra mile to optimize it. By implementing a content strategy like the pyramid approach, your content stays organized and your messaging stays consistent. After a while, you\u2019ll wonder why you published content any other way!<\/p>\n\n\n\n

About the Author<\/strong><\/p>\n\n\n\n

Rachel Clemens builds things.  First, she built a career as a designer – working for some of the most recognizable names in advertising, including stints in London and Australia. Then, she returned to Austin, Texas and built Creative Suitcase – her own strategic communications firm. Over the next 11 years, Creative Suitcase helped organizations like United Way, Habitat for Humanity, The University of Texas, and countless others, raise money and awareness to improve their communities. In late 2016, Creative Suitcase merged with TradeMark Media, and together they became Mighty Citizen<\/a>. As the Chief Marketing Officer, Rachel splits her days between promoting Mighty Citizen’s digital and marketing services and working directly with nonprofit clients on their branding, marketing, and campaigns. She is also a frequent speaker at local and national conferences and events. <\/p>\n","protected":false},"excerpt":{"rendered":"

This post is from Rachel Clemens, the Chief Marketing Officer at Mighty Citizen. Rachel is a nonprofit content pro\u2014if you’re looking for ways to get the most out of your content, you’re going to love this article! This article was originally published by Mighty Citizen. Here\u2019s a little secret: The content you\u2019re already publishing can […]<\/p>\n","protected":false},"author":38,"featured_media":13972,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[262,261],"tags":[177,238],"acf":[],"yoast_head":"\nHow to Make Your Content Work Harder for You - Fundraising Blog for Nonprofit, Educational, and Faith-Based Organizations<\/title>\n<meta name=\"description\" content=\"The content you\u2019re already publishing can work so much harder for you! 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