Permission-Based Marketing and Content Marketing are the 2 hottest advertising and marketing methods within the nonprofit sector, based on our Nonprofit Communications Tendencies Report analysis.
Many nonprofits deal with them like they’re the identical methods, and whereas they do work collectively and overlap lots, they’re totally different advertising and marketing approaches.
PERMISSION-BASED MARKETING is sharing content material with particular individuals who have signed up, subscribed, or in any other case agreed upfront to affix your mailing lists and lists of social followers. Practically all nonprofits use this technique in a roundabout way by constructing opt-in mailing lists.
CONTENT MARKETING is attracting folks to your work and retaining their curiosity in it by creating and distributing content material they discover particularly helpful and related. It’s not about pushing your messaging on them, however somewhat drawing them to you as a result of they discover it so helpful.
Right here’s a graphic to assist clarify the distinction and the overlap:
You possibly can ship promoting content material or appeals to your opt-in electronic mail lists. That’s permission-based advertising and marketing, however not essentially content material they discover particularly related and significant themselves. Sending it’s extra in your self-interest, despite the fact that you may have permission to take action.
You may also use content material advertising and marketing with out an opt-in mailing listing. For instance, if you add nice content material your web site, folks can discover it and learn it through search with out being opted-in to any mailing listing.
The candy spot is when these two methods work collectively. You ship nice content material that retains folks in your lists, which lets you additionally ship them promoting or appeals.
