Nonprofits know about the importance of SEO just as much as profit-making firms. Your organization needs to get to the top of search results to attract potential donors and to build campaign awareness.
Today’s nonprofits are increasingly focusing on content strategies to improve their position in search results. Creating a stream of engaging blog articles, infographics, videos and images can help to educate and inform your audience and provoke them to support your cause.
An effective SEO content strategy is vital for reaching out to users on the internet and cutting your paid advertising costs. You want organic traffic to your website, and content can help you get it.
Surprisingly, there are some nonprofits that are not active in the content marketing space. Seventy-four per cent say that they don’t have a documented content marketing strategy, and 62 per cent make no attempt to measure the return on their investment.
Let’s take a look at the top five steps nonprofits should use to engage their audiences with their content.
Step 1: Develop The “Why” Of Your Content Marketing
For it to be effective, your content marketing has to have a purpose. SEO is one purpose, but it’s not what interests your customers. Go and look at your organisation’s mission statement. It should tell you why your organization exists in the first place. Use that information to develop your content marketing goals. Content should reflect the mission of your company and drive results.
The “why” of your content marketing could include:
- Raising awareness of a particular issue
- Building new facilities for the recipients of donor money
- Collecting more donations
- Changing the law
Step 2: Define Your Audience
Just like private businesses, nonprofits have a target audience: people who are most likely to engage with them to achieve an objective. You need to know who your audience is and how you can get them to give you money. Understanding what motivates and interests them can help enormously. Once you know this, you can then generate appropriate content.
Step 3: Vary Your Content And Use Multiple Channels
Boosting your SEO isn’t just about using plenty of content stuffed with keywords that will attract Google site crawling algorithms. It’s also about spreading the net wide. Nonprofits who want to boost their SEO should look for off-site SEO opportunities, such as posting on a popular third-party blog or social media accounts. This is especially helpful when you are doing social media fundraising.
Step 4: Measure Your Results
If you have a specific goal for your content strategy (and you should), then use analytical tools to measure your success. If you put money into creating content, you want to know how much you’re paying for each position as you rise up the ranks. You also want to be able to convert this into a monetary value so that you can determine if you’re making a positive return on the costs of creating content.
Step 5: Recycle Your Content To Appeal To New Audiences Through Time
Once you’ve got a library of content, it’s worth recycling it. You can change the title and update the material for the current year. Or you can take content that appeals to one audience and adjust it slightly to appeal to another. This practice keeps costs down and your site fresh.
Building a measurable content strategy is key to increasing your SEO efforts. It’s not a sprint, it is a marathon. And the best way to achieve your objective is to begin running as quickly as possible.
Would you like some help with building out a measurable content strategy? Schedule a Strategy Call with one of our Team Members!