Digital Outreach

Convincing Your Nonprofit Board Content Marketing Matters

Content marketing matters. And for reasons you or your nonprofit board of directors may not have guessed. In case you still need to convince those board members or your funders that content marketing is a worthy investment, this article can help.


First, what exactly does content marketing mean? According to the Content Marketing Institute,

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

It’s not simply a blog or your website content, but rather is the combination of these plus your social media messaging, ebooks, reports, video, images and more.

Written by Jim Yu for Search Engine Watch, the article is entitled, “Content Marketing: Understanding Its Role, Value and ROI.” He walks us through studies that show content marketing’s increasing significance, but also the main limitations we all face with it. He also shows which job roles it can positively influence and how an organization can measure this.

Below are a few of the more thought-provoking pieces I came across for nonprofits specifically. Review the following and see if they help you move forward with your content marketing strategy

The main hindrances nonprofits run into:

As Yu points out for companies in general, “…there have been numerous limiting factors that have prevented companies from taking full advantage of its potential capabilities.” Why?

  • “A lack of a content strategy” – This is especially relevant for your nonprofit with its lack of time and resources.
  • “Interference from those in management” – Similarly, nonprofits are constantly needing approval from their board of directors as well as donors. This can interrupt their efficiency.
  • “Haphazard approaches in the development of content and a lack of dedicated teams.” – Again, nonprofits often lack the resources and team needed for this so their strategy becomes inconsistent and ineffective.

Jim Yu is encouraging on these pain points because he sees the ways content marketing is maturing – such as with Google’s updated algorithms.

“As brands learn to employ the full power of content marketing, they will be able to measure how it impacts the full range of roles within the brand, including the marketing, sales, PR, recruitment and customer service teams.”

If your nonprofit can show how much more important it is today than ever before, perhaps your donors and board members will be more willing to dedicate the hours and budget needed for developing this area.

Convincing your nonprofit board content marketing matters:

Yu points to several roles that can use content marketing. This is helpful for nonprofits since in some ways, it allows multi-tasking. The stronger your content marketing strategy, the more it can help several roles at your nonprofit; it’s not just helping your marketing team. Here are the basics of what he points to:

  1. Marketing – helps improve SEO rankings, social media and your overall website presence. This all goes into increasing your brand awareness.
  2. Development – Yu underlines that an “estimated 60% of the sales process” happens before a potential donor, volunteer or service user even talks to someone in the sales/development realm. The person is doing research online and deciding if they want to reach out to your nonprofit.
  3. Customer Service / Donor Relations – User-centric content and web design helps build loyalty from readers to your nonprofit. You can also more easily reach out to these folks if you’ve already established a relationship online.
  4. Recruitment – With a strong online presence and plenty of resources available for learning about how great your nonprofit is, potential employees will be pushed one step closer to joining your team.
  5. Public Relations – Having a blog and a strong online following will make promoting your events, success stories and fundraising campaigns all the more doable. You can just put these announcements right on your active site, blog and social pages.
  6. Measurement – Through proper data analysis of your website, social media pages, and CRM, you will have plenty to report in your annual reports and you will better understand your user base and what they want. Once you make improvements based on these measurements, you’ll make better decisions for your nonprofit.

As you can see, investing in content marketing is more and more important to your nonprofit every day. Hopefully you feel a bit more ready to convince your board and funders of its importance for roles outside of marketing. Get set up with your content marketing strategy today by contacting our digital strategists at ArcStone.