39 Nonprofit Content Marketing Trends You Need To Know (Infographic)
Content marketing for nonprofits continues to be a driving force for generating awareness and revenue online in 2017.
One of the biggest contributing factors to this is search engine optimization.
By creating content you’re telling search engines, like Google, what topics your website focuses on.
In turn, this helps them to rank and sort your pages and blog posts to be found by your audience.
In this post, we’ve compiled a list of the top 39 nonprofit content marketing trends.
Key nonprofit content marketing trends
- 95% of donors/members consider content created by nonprofits as trustworthy
- 43% of marketers say video marketing is an effective medium for building brand awareness
- 42% of nonprofits say they find it difficult to produce engaging content
- 63% create member and donor personas as part of their marketing strategy
- 63% of organizations are increasing their budget for automation tools as part of their digital marketing plan
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Content Strategy
1. 80% of nonprofits have a content marketing process in place
2. 70% lack an effective integrated marketing strategy to maximize online fundraising results
3. 51% have an executive responsible for content strategy
4. Only 29% of nonprofits and associations reuse and repurpose content
5. 63% create member and donor personas as part of their content marketing strategy
Donor And Member Insights
6. 95% of donors/members consider content created by nonprofits as trustworthy
7. 47% consume 3-5 pieces of content before taking an action (membership sign-ups, donations, or volunteering)
8. 51% rely on content to research and make purchasing or donation decisions
9. 82% of donors and members have downloaded a white paper in the last 12 months
Content Marketing Challenges
10. 50% say they lack the time to create content for their website
11. 38% struggle to gain support from leadership to create content marketing programs
12. 42% of nonprofits say they find it difficult to produce engaging content
13. 43% of marketers say proving the ROI of marketing activities is a top marketing challenge
14. 30% say they lack a consistent marketing strategy to drive content results
Content Tactics
15. 53% of nonprofits and associations have begun to experiment with interactive content
16. 65% say they publish a blog post at least once per month
17. 92% of nonprofits are using social media to promote their content online
18. 83% have a monthly newsletter to distribute updates, news, and content
19. 43% of marketers say video marketing is an effective medium for building brand awareness
Content Creation
20. 76% published more content in 2016 vs. 2015
21. 91% publish content more than weekly
22. 57% use guest bloggers to fill content gaps
23. Only 18% of blog posts by nonprofits are 750+ words in length
24. 52% of bloggers do not use a formal editorial process when creating content
25. 82% of marketer’s curate content on a regular basis
Content Promotion
26. Social media, search engine optimization, and email marketing are the top three channels that drive content distribution
27. Facebook, Twitter, and Facebook are the top three social platforms
28. Nonprofits and associations continue to increase their marketing budget on mobile, content and display ads
29. 81% of marketers agree social and traditional marketing channels should be integrated to maximize results
30. 84% of nonprofits have experimented with Facebook Ads in the last year
31. 41% experiment with Google Ads to drive traffic to their content and offers
Marketing Impact
32. 50% of nonprofits say curation increases brand awareness to their cause
33. Long-form blog posts generate 9x more visits from search traffic
34. 74% of nonprofits say content increases lead quality
Marketing Tools & Software
35. 33% have already implemented marketing automation software within their organization (97% use an email marketing tool and 67% have a CRM/Sales software)
36. 63% of organizations are increasing their budget for automation tools as part of their digital marketing plan
37. 80% of marketing automation users saw their number of leads increase and 77% saw the number of conversions increase
38. The most significant barrier to automation success is the lack of an effective marketing strategy
39. 59% of nonprofits do not fully use the marketing automation tools they have available
Conclusion
As you’ve seen nonprofits will continue to invest in content marketing in 2017.
It’s worth noting that these efforts are part of a long-term strategy.
On average you can expect 6 months to a year before realizing measurable results.
What did you think about this infographic? Do you have any nonprofit marketing statistics to add? Let us know in the comments section below.
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