2014 Nonprofit Content Marketing Research: Benchmarks, Budgets and Trends–North America
Greetings Nonprofit Professionals, Welcome to our first report that looks at the content marketing practices of nonprofit professionals in North America. We are pleased to report that 92% of the nonprofit professionals we surveyed are using content marketing. Sixty-nine percent have someone who oversees content marketing strategy and 65% are producing more content than they were one year ago. These nonprofit professionals use an average of four social media platforms to distribute content, with 91% using Facebook. On the flip side, only 26% of our r espondents rate themselves as effective at content marketing, and only 25% have a document ed content strategy to guide their efforts. The numbers in the charts here reflect the findings from the overall sample of 1,714 respondents (see page 22). In the accompanying callouts, we have provided additional information on some of the key differences we noted between the most and least effective professionals* and by organization size.** For example: 52% of those with a documented content strategy rate themselves highly in terms of effectiveness, compared with 14% of those without a documented strategy 86% of the most effective nonprofit marketers have someone in place who oversees content marketing strategy, compared with 46% of their least effective peers The lack of content marketing knowledge and training is a bigger challenge for nonprofit professionals than it is for marketers at business-to-business (B2B) and business-to-consumer (B2C) companies—sectors the Content Marketing Institute has been studying for several years now. As knowledge grows among nonprofit professionals, we expect their confidence in content marketing to grow as well. We look forward to reporting back to you on the trends we uncover over the years to come. On with the content marketing revolution!