At Conjunct, we host an event every quarter for our non-profit partners and to the extended community, called the Partner Series Events. So far we have held 5 events on topics ranging from marketing, technology, funding, impact assessment and strategy. Over these events, we have had over 80 organisations participating with over 250 individual participants. We are thrilled with this initial success and even more satisfied with the capacity building that these events provide. On the 4th of December, we held our sixth partner series event on Content Marketing. The 36 organisations in attendance for this workshop understood how to plan, create, distribute and measure their content. Prantik Mazumdar, the managing partner at Happy Marketer, facilitated the workshop and left all of us with wonderful learnings and material to help develop our content marketing. Conjunct’s, Deputy Vice-President, C&I, Natalie Kennedy started off the workshop by sharing the results from the Pre-Event Survey. Here are some of her findings:
- 86% of the surveyees are interested in content plan creation while only 28% are interested in tracking+measuring their content
- 29% analyse+measure their content monthly or quarterly, 12% measure every 6 months and the majority, at 59%, do not do so at all
- 75% do not actively focus on content marketing
- 56% believe they need to better develop their content marketing strategy
- Content Planning – from the pre-event survey it was seen that 86% want to learn how to plan their content. When planning content it is important to have the purpose in mind and each piece should have a clear objective. It is also helpful for every organization to create a content calendar to plan out the pieces of content, when they will be posted and where they will be posted.
- Content Production – it is not always necessary to create new content, occasionally it could be useful to recycle old content. It is also important to know where and when it is appropriate to post your content.
- Content Distribution – Searching for content can be both active and passive. For active searching (using search engines) it is vital for your organization to show up on the first page of that search. For passive searching (social media pages) it is important to ensure that your content is authentic and relevant to the audience