Content Driven Attraction and Conversion

“The main thing to remember about content marketing…it’s always audience-centered. It’s always what do they need, what are they struggling with. So it’s all about identifying what would be helpful to them and then building content around that.” — Robert McGuire, McGuire Editorial Content Marketing Agency

What is the difference between content and content marketing? How do you differentiate between an interim metric and what Beth calls a terminal metric? What about the difference between content and social media? Robert McGuire of McGuire Editorial Content Marketing Agency joins in to answer these questions and more. He takes a deep dive into the world of content, particularly content-driven attraction and conversion. He and Beth explore micro conversions, lead magnets, and growth hacking among other terms and practices you can learn from to make your content strategy work. He and Beth discuss:

  • How to identify micro conversions
  • How content marketing has changed
  • Common types of lead magnets
  • How successful content planning can make a difference
  • The biggest difference between content and social media
  • What actually is a content strategy?
  • The difference between clickbait and clickbait and switch marketing

Resources:

Get in touch with Robert: LetsChat@McGuireEditorial.com

McGuire Editorial Content Marketing Agency website

Content Strategy Template

Driving Participation episode 134 with Bill Skowronski

 

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Your Three-Step Spring Marketing Detox

In a 2015 study, 60% of working professionals report that their productivity suffers because they’re trying to tackle too many things at once.1

That’s a lot of over-busy people who are still disappointed by what they haven’t accomplished!

Are you one of them?

Is your to-do list never ending? Your desk overflowing? Are you weighed down by a heap of unfinished (or unstarted projects)?
From emails to appointments, an endless parade of time-sucking tasks have cluttered our lives and clouded our vision.

When you’re distracted by urgent needs and pending deadlines, you might never get to the high-payoff project that’s been waiting months — or even years — for you to address.

But right now it’s the perfect time to clean out and get focused!

Whether you draw your inspiration from the warm weather’s call to spring cleaning, the tradition of sweeping the chametz from your cabinets for Passover, or the idea of renewal every Easter, there’s something in the human spirit that craves a regular reset.

Here’s a three-step spring detox for your marketing to-do list:

 

1. Eliminate

First, take an honest look at your list and eliminate anything that really isn’t a priority, doesn’t have a worthwhile payoff, or has been on your list so long that it’s no longer relevant.

Just this week Beth led a social media training session for a group of nonprofits in New Jersey. When she told them they didn’t have to “Be Everywhere” the group let out a collective sigh of relief. And with the assurance that they didn’t have to do everything, they asked, “how do we know if what we are doing is worth the effort?”

Good question. So here are a few more you can ask to find out if it’s time to let it go:
• Are you reaching and holding the interest of your primary audience?
• Can you demonstrate that what you are doing is moving directly or indirectly toward a desirable action?
• Do you know which of your strategic goals that activity supports?

If you are not sure, it may be time to put that project on hold until you do.

Feeling lighter already? Great!

Now for the dreaded eight-letter word:

 

2. Delegate

Accept that you can’t do it all. If projects are stuck but can’t be eliminated, then you need to get help. A list of work backing up adds stress that can impact your ability to make progress on anything.

First decide what on your list can be handled by someone else. Accept that they won’t do it exactly the way you would and identify projects where done is more important than perfect. Indecision frequently causes more damage than a wrong decision.

In some cases, you might be able to delegate down (or across) to a subordinate, coworker, volunteer or intern. In others, (and this one’s trickier), the project might be languishing because it really needs to be delegated up the reporting chain.

If you’re finding it difficult to delegate down or delegate up, you might discover that you’re dealing with a project that you should delegate out.

Which leads us to our next step…

 

3. Evaluate

Do you lack someone on your team with the right skillset to complete the project? Are you short on the time or the expertise needed to manage the process?

It would be a ridiculous waste of resources to maintain a staff that encompasses every imaginable skillset your organization could ever need. But sometimes projects get delayed when the right person isn’t available to take it on.

It’s inevitable that at some point you’ll encounter projects that you’d be better off delegating out.

Going outside for help increases your capacity without increasing your overhead. Not to mention that a specialist will get the job done faster and better than anyone juggling multiple priorities.

Outside help can come in many forms. It might be developing an ambassador program to help spread the word. It could be collaboration with another organization that has resources you can share. Or it could mean hiring experts to handle the task.

What opportunities are passing by while your message isn’t supporting your new strategy, your website isn’t working the way you want or that campaign you imagine is still in your head?

If there is a project that is stuck, let’s talk. We can help you leap forward this spring.


1 Wrike 2015 Work Management Survey Report. Retrieved from https://www.wrike.com/blog/2015-work-management-survey-report/

Creating Content with a Purpose

“Content is really an experience. It’s an experience that you direct towards your audience, you encourage your audience to have and that experience could be an article, it could be a video, it could be a podcast, but at the end of the day, it’s an experience that you want them to have.” — Sarah Gilman, Lupus Foundation of America

How can you create content that effectively drives your message home? Sarah Gilman, director of the National Resource Center on Lupus at the Lupus Foundation of America, joins in to talk all about content. From developing a consistent, recognizable voice to repurposing and repetition, she explores key ideas to keep in mind when it comes to creating content — especially health content. She emphasizes the importance of looking at the kind of content that will help you meet your organization’s strategic objectives. Content strategy isn’t a term necessarily used often when it comes to public health, but Sarah talks about its importance in her field and in the work she does. She and Beth explore:

  • Key differences between content strategy and content marketing
  • The importance of creating and implementing a consistent voice and tone
  • The benefits of creating a checklist and content guide
  • How to manage creating a content strategy and balance your workflow
  • How to effectively repurpose your content
  • Ways to keep document and keep track of all of your content

Resources:

Lupus Foundation of America

National Resource Center on Lupus

Trello

The CDC Clear Communication Index (Index)

ExpressionEngine CMS

Craft CMS

 

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The Path to Participation: Five Shifts to Inspiring Action

“Your audience moves from engagement to participation when you help them take ACTION.” — Beth Brodovsky

This week, Beth is taking what she’s heard from podcast guests about the meaning of participation and turning it into concrete actions you can take. She outlines five shifts you can make on the path to participation. It’s clear that participation can mean different things to different organizations, she says, but what everyone has in common in the need to inspire people to take the important actions you need for your organization to thrive. From creating a survey to get to know your audience better to making the simple change of swapping “we” for “you,” Beth details ways you can get the right people to get involved. She explores:

  • How to identify the urgent and important need your organization tackles
  • Why it’s important to put your audience at the center of the action
  • The biggest mistake you can make when talking about your organization’s mission
  • How to save your energy and effort for where it’s likely to pay dividends
  • The best way to get to know your audience
  • How to “date” your audience

Resources:

Google forms

Session 133: Developing Your Audience Focus with Jeff Miles

Session 143: Think Small: Experiments in Personalization with the Drexel Fund team

Email Beth at beth@iriscreative.com

 

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The Path to Participation: Five Steps to Inspiring Action

As old man winter swept through with a final hurrah, shovels and snow blowers across the country have been working overtime clearing paths in the snow.

But today we’re going to talk about a different kind of path — the kind that leads people to take action. The path to participation.

Participation can mean different things to different organizations — whether it’s getting people to donate, advocate or volunteer. What matters is that people are taking the important actions you need for your organization to thrive.

In our work, we’ve identified five steps on the path to participation to help you attract the right people and get them more deeply involved:


1. CREATE A CONNECTION.

Didn’t pay your cell phone bill? Don’t expect your phone to ring! The same thing applies when you’re trying to attract people to your cause. If there’s no connection, your audience can’t answer.

To get that line hot, it helps to start with a little self-reflection…

First, identify the URGENT and IMPORTANT need your organization tackles.

Do you address childhood hunger — or the fact that three-year-old Jane will have nothing to eat today?

Do you work to protect the environment — or are you trying to stop deforestation in your county or there will be no owls left in two years?

Do you help low-income students get a great education — or are you helping Jack learn to read before he loses interest in school like his brother who already dropped out?

Get the picture? It’s about vividly positioning the outcome of your work.

Next, think about what makes you uniquely able to deliver the solution.

Do you have first-hand knowledge of the situation in a particular geographic area? Experience with a certain sub-species of bird? Are you the only organization that offers 24-hour services in your sector?

Look for parameters can you put around your work that make you the one-and-only.

Once you’re clear on what urgent important needs you’re uniquely positioned to solve — things you’re proud your organization does better than any other — you’re ready to create a connection using messages, images and experiences that move your readers.

But to do that, you need to….


2. KNOW YOUR AUDIENCE.

If you’re afraid of dogs and allergic to cats, are you going to feel a strong inclination to support your local animal shelter? No matter what the messaging, the shelter’s time and money would be better spent wooing animal lovers.

It’s time to stop doing everything for everyone. Save your energy and effort for where it’s likely to pay dividends, and then laser-focus on what will help you connect with those people you want to reach.

The critical first step is to create a profile of your “perfect” person. And be specific. Don’t just stop at demographics like name and age. Get into her hopes and dreams.

Now imagine you’re speaking directly to this perfect person every time you write a letter, choose a website photo or post to social media. Let that image guide you.

You’ll find this approach shapes which of your projects you talk about, what details you include, who you profile, even what channels you use.


3. FACILITATE THEIR DREAMS.

When your supporters donate money, give of their time, or otherwise advance your organization’s mission, it’s not really about you. They’re pursing their dreams for the world they want to see. You’re job is to make it a reality.

Everything you say and do should reflect this reality by putting your audience at the center of the action.

You can check to see whether your messaging is all about your supporters by watching your pronouns. Take some copy from your website, your newsletter, or your last fundraising letter, and highlight every time you use “we/us/our,” and flip it to “you/your.”

For example…

Organization-centered: Dear audience, We did this. We changed this. We need donations to…

Becomes audience-centered: Dear audience, You made this happen. When you volunteered, you changed this. Your gift if critical because…

See how YOU’VE made YOUR audience central to YOUR story?


4. FOCUS THEIR ACTION.

So far you’ve connected with and engaged your target audience. But if they don’t actually DO anything — share with a friend, make a donation, sign up to volunteer — they’re not participating in bringing your mission to life.

Your audience moves from engagement to participation when you help them take ACTION.

We live in a world overloaded with information, decisions and distractions. To overcome these barriers to participation, your audience needs you to focus their attention.

So stop serving your audience an overwhelming buffet of action options. Instead, offer your supporters a chef-selected entrée you know your perfect person will find appealing.

Your gut (or your board) may push you to ask your community to tutor, sponsor a child, provide snacks during the school year or call their senators, all in one letter sent to everyone. Too many choices usually lead to no choice. Pick the one action that is most valuable to you right now and most moving to your intended audience. Focus on really driving the message home with a stirring story your perfect person will readily react to.

“The key is not always to market the biggest effort you are doing but what you are doing that most connects with your audience,” advises Jeff Miles, Director of Development of the Keystone Opportunity Center.


5. REPEAT.

You might not get someone to participate through your first round of efforts. And even if you do, don’t expect an encore performance without ongoing outreach on your part.

As Sarah Gilman, Director of the National Resource Center on Lupus aptly put it, “For motivation to progress to action, repetition is required.”

Here are some of our favorite ongoing strategies:

Date your audience

Most people don’t get married on their first date. (Well, unless they happened to be in Vegas.) Relationships tend to progress through various levels of commitment before a couple says “I do.”

Take a similar approach to your relationship with your audience by inviting them to participate in stages.

One of our favorite ways to do this is through an email welcome series. When someone first signs up for your newsletter or takes some initial action, you can invite them more completely into your fold through a series of automated specialized emails that cater to their interests and invite future actions based on previous activity.

Work your thank you pages

Once someone’s made a donation or filled out a form on your website, don’t forget to work your thank you pages to create a deeper connection or a second action, whether that means sending them to your social sites, sharing a video, highlighting special content for them or giving them something special.

Experiment

Use your data to look for inspiration and identify what’s working.

Was one campaign particularly successful? Experiment to see if you can identify the secret ingredient and incorporate it into future efforts.

Split your email list in half and see if you get better results sending out your appeal on different days of the week. Then try again with different subject lines.

The possibilities are endless. But you won’t know what works for your organization and your perfect person unless you try out new strategies.

Feed the connection

All this repetition takes us back to the beginning —pay your audience dues so you don’t get cut off!

Continuing to ask, ask, ask will only disillusion your participants, no matter how “perfect” they are.

When you remember to ooze gratitude and focus on delighting and amazing your audience, they’ll be more likely to take action the next time you ask them to participate.

Personalizing your Networking with LinkedIn

“It’s very passive if ‘Donald’ invites ‘Beth’ to connect, ‘Beth’ says yes and then that connection goes on the proverbial shelf.” – Donald Hale, University of South Carolina

How can you optimize your experience with LinkedIn to really create meaningful and personal connections with people? Donald Hale, interim vice chancellor for advancement at the University of South Carolina Upstate and assistant vice president for development for the University of South Carolina Main Campus, joins in to talk about how to take a virtual connection and make it a personal one. When you send that first message to join a network, you can personalize it beyond the general introduction. Donald gives examples about how to use LinkedIn to network in the most optimal way, such as when organizing local events to get the attention of the alumni who it applies to most. They discuss:

  • The impact of using visual communications on LinkedIn
  • Active versus passive engagement
  • The danger of getting “seduced by the masses” on social media
  • The two steps Donald takes when forming a connection on LinkedIn
  • How Donald uses LinkedIn to connect with alumni communities around the world
  • How social media has changed the definition of participation

Resources:

University of South Carolina Development Department

LinkedIn Premium

LinkedIn Business Plus

 

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Think Small: Experiments in Personalization

“Universities sometimes have a really institutionalized way of speaking, which is OK, however, we’re talking to real people and we’re asking them to do a thing that maybe isn’t the first thing they want to do.” — Drexel Fund Team

This week, Beth sits down with the team from the Drexel Fund, Drexel University’s annual giving team. They talk about how they reach 133,000 alumni and how their methods have changed over the years to create more effective messaging depending on who they’re trying to reach. One key tactic has been experimenting with segmented groups of their target audience to create more personalized messages with the incentive of donating and getting involved. Drawing inspiration from even something like a Rubik’s cube, they talk about projects and ideas they have to make their appeals fun, engaging and personalized. Beth talks with them about:

  • Understanding the alumni engagement index (AEI)
  • Where universities can improve in their communication with alumni
  • How they decide what is a risk worth taking when testing communications
  • How one 50/50 email test helped them understand what tactics of messaging work more effectively
  • How to improve retention rate
  • What they would do with an unlimited budget

Resources:

The Drexel Fund website

 

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Aligning Design With Your Personality

“You can do something special and engaging without stepping out of your brand’s character!”

Whether your first introduction to MailChimp was on Serial (remember Mail Kimp?) or you use it regularly for your organization, this week is all about taking a page from their book to learn how you can use bright and fun visual elements in your marketing and communication — without veering off-brand. For everything from annual reports to public health messages, Beth shares tips on how to use visuals to share information and tell a compelling story that is in line with your organization’s personality. You don’t always need a lot of words to share important information, and Beth shares some of her favorite examples of communications she’s seen that rely on pictures rather than paragraphs. She discusses:

  • Five categories used to describe brand traits and how to identify yours
  • Lessons from MailChimp’s annual report you can use for your own
  • How to use visual elements without being too flashy
  • When it’s beneficial to use graphics and design elements instead of lengthy paragraphs
  • Using visual communication for purposes other than sharing information or communicating instructions
  • And more!

NOTE: Text PERSONALITY1 to 33444

Resources:

MailChimp’s website and annual report

Read Jennifer Aaker’s Dimensions of Brand Personality

USDA’s Choose MyPlate campaign

Kashi infographic about the transition to going organic

Centers for Disease Control infographic illustrating International Health Regulations

Download the TD Bank infographic highlighting its healthcare survey results

Example of Grainger infographic with NASCAR

John Deere infographic about their products

YouTube video: Microsoft Re-Designs the iPod Packaging

Sign up for this month’s masterclass: nonprofittoolkit.net/training

 

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Enjoy Driving Participation! If the program is helpful to you, please subscribe in iTunes to have sessions sent to you as they go live. And please consider leaving a review in iTunes as well. Reviews help other organizations find the show and learn from these terrific stories.

 

Converting Information into Inspiration for Compassion International

Compassion International’s volunteer mobilization team had an amazing year. At their kick off meeting for 2017, Mike Lenda, National Director of Mobilization and Engagement wanted to thank his team and celebrate their accomplishments.

And quite a lot of accomplishments there were. So the challenge became: how to convert all of that information into inspiration for the team as they began the New Year.

Oh – and it had to be aligned with their brand…and finished in a week!

There wasn’t time for data visualization or much illustration. We had to work with the copy and find a way to organize and present it effectively.

We started by grouping the data into digestible, related chunks. We looked for groups of content that could be organized as a category. Then we made sure it had a flow from one section to another.

We then did some research on their website to understand their style, key message, brand language, colors and visual hooks. We incorporated those as we edited the copy and designed illustrations for each section.

You can use this idea in your own organization to thank your staff, board or volunteers. You could create a one page annual report, gratitude report or impact report. Your donors, volunteers and grantors want to know what you’ve been doing. Don’t waste their attention with a boring word document. Turn your accomplishments into an asset for connection!

Are you ready to get started converting your information into inspiration?

We have a few tools to help you:

  • In March we’ll be running a follow up to that Master Class that will teach you (in a live demo) how to use some of the best online tools to create your own infographics.
  • Or, you can always give us a call and have us do it for you. That’s what we’re here for!

Aligning Design with Your Personality

A spark of sunshine broke through our dark days of winter last month at Iris Creative when we received this totally cool, completely entertaining annual report email from our email marketing provider MailChimp.

The report is creative. It’s fun. It’s original. It’s one of those pieces that gets your wheels turning out ways you can craft your own engaging, original piece to really draw in your audience.

And we’ve been working with clients long enough to already guess what you’re thinking.

“That is so cool!” you say. “I wish we could do something like that.”

“But,” you balk, “it’s just not us (our audience / our CEO / our board).”

Well, we’re here to tell you: You can do something special and engaging without stepping out of your brand’s character!

Let’s take a look at some of the brand-appropriate ways you can make your own information-laden pieces shine — from annual reports to public health messages.

 

The Visual Trend

People are busy these days. And they’re swamped by the sheer volume of information they have to process — from constantly buzzing phones to overflowing inboxes.

Scholars haven’t dubbed our era the Information Age for nothing.

That’s why finding ways to simplify your message — while remaining true to your brand and your voice — is becoming ever more important to cut through the clutter.

And that’s where MailChimp gets it right.

Sure some of the stats they share are off-the-wall. Yes, the drawings and animations are whimsical. And maybe that’s not you.

But they convey a lot of information without using a lot of words. And that’s the example we can all learn from, no matter what our brand’s personality.

 

Your True Colors

To help us organize our discussion, we picked one of the millions of models out there that you can use to talk about your brand’s personality. We liked Jennifer Aaker’s, which divides organizations into five categories that emphasize one of the following brand traits:

  • Excitement (daring, spirited, imaginative, up-to-date)
  • Sincerity (down-to-earth, honest, wholesome, cheerful)
  • Competence (reliable, intelligent, successful)
  • Ruggedness (outdoorsy, tough)
  • Sophistication (upper class, charming)

Don’t get too caught up in the categories here. The important thing is to see how MailChimp’s visual approach can be adapted across many different brand personalities.

Here we go.

 

If you’re daring, imaginative, exciting…

In other words, if you’re just like MailChimp…

The success of this piece starts with the type of information they chose to share. Instead of telling you how much money they made this year or the number of employees they have, they chose unique stats to tell you important things about the company:

  • 74 graduates of MCU, our internal development and growth program
    Translate: We treat our awesome employees well.
  • 4 pounds of coffee consumed by our support team per day
    Translate: We put a lot of energy into supporting our customers.
  • 13 tons of physical server infrastructure added
    Translate: We’re growing. A lot.

Most importantly, they don’t use oodles of words to convey their message. They pared the information down to just a few key phrases and got busy drawing, using a comic-strip style to literally illustrate their story.

So what does MailChimp’s approach look like if your organization if “adventurous” isn’t exactly the word that defines you?

 

If you’re known for sincerity, honesty, cheerfulness…

If your organization is a bit more serious, you can have success with a more straightforward approach.

Instead of telling us how much coffee your support team drinks, tell us how many American-based people answer the phones in your call center. And don’t show us a crazy comic-strip drawing of a monkey talking into a banana — use an actual photo of your call team at work — or better yet, take a photo of your people at iconic places in your town to reinforce your “localness” if that’s important to your audience.

There are lots of examples out there of serious organizations that effectively use a visual approach to convey their messages in an interesting way.

A winner in this category is the USDA’s Choose My Plate campaign at ChooseMyPlate.gov.

No amount of words can beat this graphical depiction of a balanced meal.

The information is easy to digest. (Sorry, pun intended!) And it makes the behavior they’re trying to encourage easy to replicate.

Another good one is this infographic from the food brand Kashi that explains why the company uses ingredients from farms in the midst of the process of going organic. They introduce the consumer to an entirely new concept and its benefits through a highly graphical representation.

It’s not daring or silly — it’s completely down-to-earth and sincere. But it’s totally visual, just like MailChimp’s annual report.

 

If you’re competent, reliable, intelligent, successful…

If reliability is your brand’s primary personality trait, your approach will be similar in style to the sincere organizations, but perhaps a little less cheery and a little more polished.

Going graphical can be even more important in this category if you need to help your readers understand complex ideas or data.

A lot of the information that the Centers for Disease Control puts out falls into this category. Take for example how they illustrate the way the International Health Regulations work.

Banks also provide great examples of “reliable” brands presenting their information infographically as well, like this one from TD Bank illustrating their healthcare survey results.

 

If you’re rugged, outdoorsy, tough…

Think all the examples you’ve seen to this point are too colorful, corporate or cute to really translate to your rugged brand?

Industrial equipment company Grainger show that visual representations of information can be rugged and tough, too. They partnered with NASCAR on this series of infographics that are clearly designed to delight their consumers. And only one includes any link to their products. The series is a great example of positioning your organization by aligning with things your community already loves.

John Deere used visualized instructions to reinforce proper use of their products. When you are tying to keep people safe, images are faster, easier and more likely to be followed than written instructions.

 

If you’re sophisticated, classy and high end….

This is the trickiest one of all, and it’s pretty much MailChimp’s polar opposite.

In our experience, it’s much harder to find highly “sophisticated” exclusive brands using the same type of visual approach we saw with the other personality types.

But visual communication is not limited to communicating instructions or information. You’ll find that these brands often use the fewest words of all in their overall communications, relying instead on gorgeous photography and one or two choice phrases to make their point.

Take a look at this brochure from Ferrari. It’s 36 pages of stunning photos and only 6 pages have even a single word.

And, in probably my favorite example ever of the battle between visual impact and wordy explanation, I give you this classic YouTube viral video from 2006 “Microsoft Designs the iPod Box”. Hard to believe it’s been 11 years since this was the cutting edge!

As a designer myself, I still find this video hilarious. And the story it tells is just as relevant today. Rumor has it some frustrated Microsoft employees were the masterminds behind this gem.

This is so funny precisely because Apple is known for it’s visual communication.

Organizations that want to embody sophistication absolutely work the fewer-words, more-images angle, even if it shows up in a drastically different way.

 

Finding ideas everywhere

We hope we’ve shown you that even the wildest of annual reports can get your own organization’s creative juices flowing, no matter what your organization’s personality.

MailChimp stirred ours.

Where will your next great idea come from?

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