Everyone has a blog it seems. As a result, creating content that anyone cares about, let alone engage with, is becoming increasingly difficult. Put very simply, blogging for the sake of blogging is not good enough.
Your nonprofit has to do what we refer to as ‘purposeful blogging.’ Posting an article that’s not advancing your nonprofits message, mission, or a specific initiative is, to put it bluntly, a waste of time.
For example, Tech Impact exists for the sole purpose of helping nonprofits harness the power of technology to complete their charitable purpose. We want nonprofits to use tech, in whatever capacity, to further their mission. And generating high quality content that’s then posted on a nonprofit’s online blog, and will be shared and engaged with on social media is an example of that.
That’s why we’re creating this blog, to give your nonprofit the tools it needs to take its blog to the next level.
But how do you do that? I can’t tell you how many times we’ve heard “but my nonprofit has nothing to blog about!” And to that, we say look at last week’s blog post about the importance of telling good stories!
So how can your nonprofit turn its drab blogging techniques, and spin their posts into purposeful, high-quality stories, that effectively advance your nonprofit’s mission?
Here are 5 steps your nonprofit can take to reverse the trend.
Understand blog’s purpose and goal
your blog’s purpose should reflect the purpose of your entire organization. Is your nonprofit dedicated to helping women in a specific part of the world get the education they need to be successful? Well, a blog post about the importance of pick-up trucks to effective construction techniques is probably not going to be the right post to write. Instead, writing a post about recent trends in education in that area, or how the Internet is changing the way educational resources are being disseminated to the population might be more appropriate.
2. Choose a community
Understanding what community you’re trying to reach is perhaps the most important step of all. Every community of people is going to have something different they’re interested in reading about, and a different way they like that information presented. For example, some may prefer list or ‘listicle’ style posts, while others are more interested in long form articles.
Once you’ve identified the community you’re going to create content for, take a look at what blogs are most successful in that space, and do research. Read these blogs and take note on style, length, the voice of the content and frequency of posts. Attempt to identify what’s making them so successful, and try to emulate that.
3. Create the content
Now that you’ve done research on these blogs, it’s time to create the content. Always remember, images, visuals, and video are king online. Without some element present in your content, you might find yourself flailing for longer than you anticipated.
4. Use an editorial calendar
Create or find an editorial calendar, and more specifically, one that has the dates and events most important to your community. Using this will help your content team develop the most relevant content possible by keeping ahead of the trends and events that highlight each month of the year.
Remember, when creating content, it’s ALWAYS better to be proactive than reactive.
5. Promote, distribute, disseminate
Just posting the blog is not enough. You have to get on your soapbox and start competing for eyeballs. Unfortunately, just because you posted a blog doesn’t mean it’s going to be read by everyone in your community, you need to make sure your social channels are announcing when new content is being posted, and engaging with the community when they’re engaging with your content. Saying thanks every now and then for a share or retweet can go a long way!