We know that many organizations struggle with limited means. They want to get their school into the community, but it’s complicated. We know that staying on top of digital marketing trends is challenging. Moreover, it seems that tech is constantly changing, and as soon as you master one platform, there’s something new to learn. Digital marketing matters because it is essential for leaders to understand so they can make essential investments. So, let’s get to it!
A Stroll Down the Marketing Memory Lane
Once upon a time, content marketing was pretty simple. For example, paper newsletters were sent to donors, organizations issued press releases, and, of course, the occasional flyer went out in the mail. Now, let’s fast-forward. We’re in a digital marketing wonderland. As a result, content marketing has become everything from compelling storytelling to social media to podcasts and influencers.
But here’s the question? What’s driving the digital marketing trends? In short, it’s the preferences and behaviors like you and me. Here’s the scoop: donors, volunteers, and the public are no longer passive content consumers. Nope! They’re looking to connect with others, including brands. They want to hear stories and ideas that connect with them and their values. In the digital world, they seek the same connections, but they seek it online now.
From Monologue to Dialogue
There was a time when communication flowed in only one direction. When the internet and social media got going for real after the launch of Facebook, that one-way direction ended. Full stop. The result was that suddenly, people and your donors realized they could be part of the dialogue. In turn, that made them solid champions for nonprofits because it just wasn’t organizations putting out their stories—but fellow donors and volunteers.
Suddenly, nonprofits could ask their donors and supporters to share their stories and why they support the cause. Nonprofits can now create digital communities where supporters share their ideas and support the cause through webinars, polls, live Q&As, and other experiences. The move toward interactivity and inter-relatedness isn’t just about digital marketing trends; it’s about bringing people together in a shared mission.
A Nonprofit Picture (or Video) is Worth a Thousand Donations
Alright, we know. Attention spans are short these days. Further, there’s a feeling that the digital landscape is like the Wild West. Let’s face it: so much content gets consumed that you can live a lifetime and still not see a fraction of it. That makes video royalty in the content marketing space. Visual imagery and videos are the best way to grab someone’s attention in a sea of content.
So, how can your social good organization create content worth grabbing eyeballs that are quick to look elsewhere? For one, nonprofits have to get good at storytelling. If you’ve ever watched a movie about a similar story, the one with great writing, cinematography, and acting is better than the film with average acting and a dull script. Audiences can pay attention, but telling a great story is worth the nonprofit marketing investment.
Cooking Up Nonprofit Stories That Stick
As we mentioned, storytelling is essential for digital marketing, but there’s something more to this aspect of content marketing. For people to remember the stories created, content has to have a ‘sticky’ quality. In other words, they have to be memorable. In reality, nonprofits are well-positioned to create memorable content that pulls at heartstrings and human emotions. The key to the magic of storytelling is to connect with values and aspirations.
It may seem as if we live in a divided world, but the fact is that people still aspire and want to connect with others. The digital world has fractured old community institutions, such as churches, social clubs, and other groups, but it has also created other immense opportunities. Now, organizations that can tell their story well can create communities on social media or private communities with people who share the same values and ideas for the cause.
The SEO Dance
No article about digital marketing trends can ignore the fact that search engine optimization (SEO) is just as critical as great storytelling. When a marketing team asks for an SEO investment, they do so for a reason—it’s essential. The reality is that the SEO dance exists, and digital marketing is currently ruled by Google algorithms. That may change with the competition between OpenAI and Google, but for now, Google has cornered search.
As a result, a digital marketing strategy must include SEO. That means that teams need to understand the basics about it and keep learning about it since algorithms change and adapt every day. So, what was true as little as six months ago may no longer be valid six months later. Keywords are the foundational steps to leveraging SEO. Still, organizations that win at SEO have mastered quality content, keywords, backlinks and other strategies.
Embracing the Marketing Content Renaissance
The fact of the matter is that an exciting world is opening up and disrupting what many have known. The future of digital marketing trends is genuinely limitless. As a result, it’s unlimited for any organization that chooses to master it and invest the time and money in it. Nonprofits can leverage tools such as augmented reality and transport donors right into programs and projects. In short, the potential is vast, and the next big wave is coming.
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