Over the last couple of months, the content creators at Nyman Ink — our writers and editors — have talked a lot about Content Marketing and why it's important. We put out an exclusive white paper, teaching you about the concept; written blog posts about how to get your mind around giving knowledge and expertise away for free; and shared plenty about the nuts and bolts of creating content that works, from understanding the jargon to writing eye-catching headlines.
And we're betting you've learned a lot. But we're also betting you haven't put all (or even a lot) of our advice into effect.There are a lot of reasons a not-for-profit may not yet have climbed aboard the content marketing bandwagon. Maybe you don't have time. Maybe (likely) your in-house resources are stretched thin as it is. Maybe no one on your team has the editorial skills, confidence or experience required to do all that writing. Does that mean you're locked out? Does it mean that content marketing (and all the benefits that come from it, from new donors to an improved web profile and reputation) is out of reach?
Here's something we haven't told you yet: you don't have to create your own original content. You can hire someone to do it for you. (Nyman Ink is just such a someone.) Our blogs thus far have focused on how-to education, giving you the tools to do-it-yourself, as they say, and we're still big proponents of that. After all, we understand your budget, time and bureaucratic limitations, and know that doing it yourself is often a great way to save money. But if, for whatever reason, you simply can't do-it-yourself, we want you to know that help is available. A professional writer/editor can do it for you.
Many not-for-profits worry that no outside organization will be able to write for them without sounding insincere. After all, when you're working with ideologies, social issues and the heartfelt desire to help, paying someone to speak for you can seem a little questionable.
Creating custom content for not-for-profits isn't easy. Trying to produce new content on a regular basis can make you feel like you're on a carousel, going around and around and around, doing the same thing over and over again. (And maybe you were uncertain about what you were writing in the first place.)
Good content takes writers, editors and designers who are able to truly understand your organization and goals (not to mention who are knowledgeable about writing for print or the web, including optimizing text for searchability). It's a niche market where the writing requires a special tone and function. You need to get to know the firm first and, more importantly, make sure the writers and editors get to know you and your organization. Check out their experience working with not-for-profits and grassroots organizations. Make sure they get you. An experienced firm will be primed to help you create the content you need to succeed in the contemporary, digital market place. And it won't sound insincere.
Good content, even when it's created by an outside contractor such as us, has to feature your organization's individual voice. For a professional writer, this is a straightforward request. As content creators, we do the grunt work, the research, the writing and the proofreading, and you get the credit (and the results).
Many not-for-profit decision-makers don't realize that they can hire an outside organization to create their content, without sacrificing voice, perspective or ideology. If you're already creating custom content on your own, don't worry. That's ideal! Kudos to you. We'll keep the tips and advice coming. But if you're having trouble, or you just don't want to do the work content creation requires, just remember, you've got options.