Does your nonprofit struggle to create content that doesn’t break the bank? Is your marketing team hoping to find content ideas or platforms that actually provide value? For some organizations, the answer may lie in creating useful content that can be used in multiple ways.
Everywhere, All the Time
There are so many voices and trends telling nonprofits where they need to be marketing themselves, what type of information they need to share, and where their potential donors are most active. From blogs to videos to social media, it seems like nonprofits need to be seen and heard everywhere. With so much input, it can be difficult to create content that covers all the bases without burning out your marketing department.
On top of that, all of these campaigns tend only to result in a portfolio of diversified content that generates minimal impact—rather than growing your nonprofit’s audience or improving fundraising. Maybe your team has a handful of blogs, a few videos, or even a smattering of advertisements that hit on specific ideas—but nothing is consistent or increasing your reach.
So how does a nonprofit create consistent content that increases visibility without sacrificing a ton of time, money, or energy?
Instead of focusing on the next big thing with content or focusing on only one platform, why not focus on ideas that can be broken into different types of content? Multi-use content could help your nonprofit streamline your brainstorming, creation, and marketing processes. It can also save money—something every nonprofit can enjoy.
Creating Multi-Use Content
Traditionally, a marketing team decides on a new idea or angle for a specific article, partnership, or even an advertisement. That idea is usually funneled into one platform or delivery method, from email to social media to direct mailers, etc. But with multi-use content, the brainstorming process begins by drafting ideas that can be reiterated in multiple forms.
For example, your marketing team could brainstorm ideas for a new blog, but instead of stopping with that single blog, the content can be used to create:
- An infographic (or infographics)
- Ads (Facebook, Google, other)
- Social media posts or events (Facebook Live, Instagram stories, etc.)
- Email campaigns
- Crowdfunding or fundraising pages
The World Wildlife Fund has done this very well with their species series and infographics. Not only did they create entire landing pages for species of sea turtles, but they also created an infographic that summarized those pages and highlighted what people could do to help. That infographic is still shared on social media, in their emails, and for a variety of targeted ads.
Diversifying both written and visual content seems to be the most effective, so make sure you’re creating content that caters to both readers and viewers. For many nonprofits, the best (and more affordable) way to do this is to generate blog content that can be converted into an infographic. From there, an infographic can be used for:
- Slides for a conference presentation
- Social media images
- Video sequences for YouTube
- Blog or email headers
- Facebook advertisements
- Website images
- All of the above!
Visuals combined with written content will ensure that your nonprofit is catching the eye of potential donors in your community—as well as highlight the work you do. Your nonprofit has about eight (8) seconds to make a new reader, viewer, or website visitor stick around—that’s why it’s so important to create content for different platforms.
Image created using Easel.ly. See full infographic
Of course, you can diversify any content into any medium, whether you want to go from text to video or video to social media (and anywhere in between). The key is to create shareable content like infographics that aren’t limited by platform. For example, you can’t take a YouTube video and share the entire thing in your next Twitter post or email. Creating different media for each content idea will make sure that different audiences with different preferences all get the information. You’ll also optimize the amount of information you provide your donors, audience, or community.
Changing the Content Process
Your marketing team might already be harnessing the power of multi-use content, such as when they create a video that also coincides with a popular blog post. But multi-use content isn’t meant to be occasional. Creating dynamic content that has a longer shelf life will generate much more impact.
And while written content continues to drive web traffic and create communities, the value of visual content can’t be denied. Social media also continues to affect how nonprofits raise money and interact with their communities. The dynamics of online marketing—and marketing in general—continue to change, which is why multi-use content is so important.
Because there are so many shifting pieces, a nonprofit can’t just put all of its eggs in one proverbial basket. But, as mentioned before, that doesn’t mean that unique content must be created for every platform—or that tons of money needs to be spent. All your nonprofit needs to do is brainstorm content ideas that can be used in more than just one place—and find unique, affordable ways to reiterate that content.
Multi-use content doesn’t mean just creating the same content over and over again; it means finding fresh ways to tell a story. Whether that’s in writing, in a video, using icons and objects in an infographic, or even drafting a new email, your nonprofit has plenty of platforms to utilize.
Each content platform and delivery format has its own benefits. By exploring each content idea, you’re ensuring that you get the most out of each campaign. You’ll spend less money and have more impact—what’s not to like?
The preceding is a guest post by Latasha Doyle, blog editor at Easel.ly, where she discusses all things “infographic.” If you are looking for more information on creating infographics, you can also check out Easel.ly’s free ebook, “Infographic Crash Course.”