60% of non-profits, often patient advocacy organizations in healthcare, are using content marketing and they are doing it to raise their brand profile, not to directly solicit funds, a change from 2013. This shows the power of social media and content marketing for the long play. Followers exposed to content marketing messages may not convert for a long time, but it feeds the funnel at the very front end.
The top three goals of content marketing for non-profits in 2014 were:
- 87% Brand awareness
- 84% Engagement
- 82% Client/constituent retention/loyalty
The top channels being used were strongly digital in nature:
The ALS Ice Bucket Challenge created waves across social media this summer, and nonprofits surveyed were taking the plunge into this world. Social media, cited by 93%, was the top content tactic nonprofit professionals used, leapfrogging second-place in-person events (89% of respondents) to take the No. 1 spot.
Other stories from eMarketer last week:
- Mobile Search Will Surpass Desktop in 2015
- Why Ad Buyers Have (or Haven’t) Jumped on the Mobile Native Train
- Yahoo Poised to Pass Twitter in US Mobile Ad Share by 2015
- When Will the Internet of Things Become a Thing? Next Year