Content Marketing Strategy for Nonprofits – GaryVee Content Model
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Content Marketing Strategy for Nonprofits – GaryVee Content Model


(upbeat music) ♪ Everybody get up ♪ (gentle music) – Hey nonprofits, welcome back. In today’s nonprofit marketing tip video, I’m gonna share how you can create content for your nonprofit using
the GaryVee Content Model. This is based on documenting
what your nonprofit does via long-form content and then repurposing
it into several pieces of micro content. GaryVee demonstrated this by giving a two-hour keynote speech and then breaking that down into 30 pieces of smaller micro content. So, if you wanna learn how your nonprofit can apply the GaryVee Content Model to create content and to integrate this into your nonprofit’s
content marketing strategy, keep watching. And make sure that you
subscribe to our YouTube channel because next week we’re gonna
share five specific ways that your nonprofit can use
the GaryVee Content Model to create and repurpose content. But before we dive in,
let’s get on the same page about content marketing. At its core, content marketing
is the creation and sharing of online materials such as videos, blogs, and social media posts that are designed to attract
and retain an audience. This for nonprofits is
your donors and supporters. The biggest misunderstanding
about content marketing is that it’s everything
that you put online. The key difference is
that content marketing is designed to attract
and retain an audience, so you have to be very strategic
about what this content is. So, I’m gonna give you a couple examples of what content marketing is and what content marketing isn’t. Content marketing is
quality over quantity, it is value driven, and it is consistent. When content marketing is done right, you are providing education, you are establishing credibility, and you are remaining top
of mind among your audience. The purpose of content marketing is to create an initial
interest in your nonprofit. So this is where you’re attracting people who don’t currently know
about you or follow you. And you also are building loyalty among the people who already follow you. So this is where you’re
retaining your audience. And you’re also getting opt-ins. Content marketing is not
about asking for donations and it is not about selling products. The goal of content marketing is to get social media followers
and to get email signups so that you can continue
to have conversations with the people who are interested in what your nonprofit does so that you can provide
them education and value through all of your content. And so, content marketing is really all about establishing
know, like, and trust among the target audience that you have so that when you do ask for donations, when you do ask for volunteers, you are much likely to get a higher percentage of
people who take action because you’ve established the know, like, and trust with them. So, let’s dive into the
GaryVee Content Model and how you can apply
this for your nonprofit. So, the GaryVee Content Model starts with the content pyramid, I’m throwing up a screen here so you can see visually
what GaryVee provided. And the idea is that you’re starting with the longest form
of content at the top and then you’re going to break that down into smaller pieces of content. So, the first step in
the GaryVee Content Model is to identify your content pillar. This essentially means your
long-form piece of content. We recommend that this piece of content is at least 30 minutes or more. And this can be a video,
it can be an audio file, and it can even be your annual report if you don’t have any videos or audios. Now, here’s where I’m gonna encourage you to get resourceful and to get creative. If you don’t have long-form content or you want new long-form content, you can ask other people to help you. So, for instance, you can reach out to your local cable station and see if they’re interested
in interviewing your nonprofit about a certain topic that’s
going on in your community that provides value to your
audience and their audience. And if they are willing to do this, they’re gonna record it, they’re gonna give you
the copy of the video that you can use and repurpose for your own social media and emails. And another idea is a podcast. So, you can find podcasts that are relevant to your
nonprofit and same thing, ask them if you could
go on to be interviewed to talk about a certain topic that’s maybe top of mind for people or really relevant to the community. You can also give a keynote
speech and record it, or you can give an online
training and record it. This idea is just to get really creative and to get something that is
about 30 minutes or longer. So, once you have your
long-form piece of content, the second step is to create your first set of micro content. So, micro content is just
smaller pieces of content from the long-form content. So, think about two to
four-minute video or audio clips that you can turn into social media posts that have the hooks in them, that have the really exciting information, so that people will
then wanna go and listen to the longer-form version. So, when you’re creating
your micro content, think about the platforms
that you’re gonna use. So, if it’s Instagram,
you might only want to use a one-minute video. Or if you’re gonna put it on IGTV, it can be two to four minutes. So, the idea here, again, is
just to take smaller snippets, the micro content of the
longer-form pillar content, and to put that out into
your social media channels to see what people respond to. And if you are using your annual report for your pillar content, you can think about making things like infographics and quotes. So, get creative. Again, don’t get stuck on the idea that it has to be video or audio. Just get creative and break
things down into graphics if you want. So, the third step is to distribute your pillar
and your micro content. So, depending on the length of your pillar content
and your micro content, you’re going to want to put
these on different channels. So, for instance, you can put your 45-minute video on Facebook, and then you can put your micro content on platforms like
Instagram or Instagram TV. The idea is that you put out this initial pillar
content and micro content to see what resonates with your audience. So you wanna look for
things like engagement, the comments that people are giving. And once you have a radar
on what’s working well and what people are responding to, then you can go and create
even more micro content. So, the fourth step is
to get community insights from pillar content. So, that’s what we just talked about where you are looking at the data, the engagement rates, the feedback, really looking at comments
that people are commenting. So, step five of the GaryVee Content Model is to take your community insights. So if people had a really good response to the two-minute video
you put on Instagram TV, or they had a lot of comments
on your long-form content about a specific section, this is where you take your
community-driven insights and create more micro content. So, this could be creating new two to four-minute
pieces of video clips from your long-form content, or it can be drilling it down
to smaller pieces of content, like a quote. And so if you found this two-minute video resonated really well with people and there was a quotable moment from it, you can screenshot
something from the video and throw up the quote via text and provide this smaller
piece of micro content. So, the last step, the sixth step of the GaryVee Content Model is to then distribute the micro content you’ve created from
your community insights. And when you’ve done that, you’ve probably created at
least 10 pieces of content. They could be short video clips, they could be quotes,
they could infographics. You’re really just taking the
things that resonate well, drilling it down into micro content. So, that’s how GaryVee does it. Now, I know that GaryVee
is a content maniac and he is giving two-hour keynote speeches and then turning that
into 30 pieces of content. I’m not saying that you have to do that. We’re just using this as a model. And it’s a great model because if you can create
one piece of content and then drive 10 more things from that, it’s gonna save you a lot of time and it’s going to ultimately
help you understand what your audience likes so that you can continue to provide value and education to them and create that know, like, and trust. Next week, I’m gonna
share five specific ways that your nonprofit can take
the GaryVee Content Model and put it into practice. So, make sure that you hit
the subscribe button below and click the bell notification if you wanna put what you
just learned into practice. And if you found this video helpful, please give us a thumbs up. And in the comments we would love to know what kind of long-form
content your nonprofit has, so please leave a comment
so we can understand whether or not you have
video or you have audio or you have an annual
report or you have nothing. So let us know in the comments. And lastly, we are working on a donation-driven marketing course. We’re really excited about this because it’s gonna give your nonprofit everything you need to know about how do you take content marketing and then get donations from that. So, we’ll put a link in
our description below if you would like to learn more about that when it launches. So, thanks for watching, and
have a great rest of your day.

About Ralph Robinson

Read All Posts By Ralph Robinson

7 thoughts on “Content Marketing Strategy for Nonprofits – GaryVee Content Model

  1. Have any follow-up questions about content marketing? Leave a comment below and we'll make sure to respond!

  2. Wow, I never thought about being so intention about creating one piece of content. I'm going to try this.

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