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Nonprofits and content marketing – it’s about branding


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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:

The top channels being used were strongly digital in nature:


Image modified from original

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:

Source: eMarketer

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