Each nonprofit communicator ought to have an inventory of what we name Core Topics or the subjects you wish to be identified for and that you’ll speak about usually in your content material advertising and marketing technique.
Let’s say you’ve gotten an inventory of 5-10 core subjects. How do you determine when to speak about every one in every of them? When does Matter A get extra consideration than Matter B? You possibly can’t speak about every thing on a regular basis, so it’s worthwhile to kind out what makes essentially the most sense.
Listed here are a number of methods to try this.
What’s Most Related Proper Now?
At all times take into consideration how your core subjects match into what’s taking place on this planet round you, and particularly how the folks in your lists are experiencing that world.
Which of your core subjects are most related proper now? We outline relevance as rewarding, reasonable, real-time, responsive, revealing, and/or refreshing.
Additionally, have a look at the larger image as you intend your editorial calendar. The place do particular subjects take advantage of sense in your Huge Image Communications Timeline for the yr?
Should you need assistance seeing traits over the course of weeks or months, Google Traits is a superb place to begin. I additionally love Google Search Console, which can provide you a way for the way the search site visitors to your web site fluctuates for various phrases. For instance, by Google Search Console, we realized that “tips on how to increase consciousness” brings loads of site visitors to our web site round this time of yr and once more in late October/early November.
What Helps Upcoming Calls to Motion?
Take into consideration what you’ll be asking folks to do within the coming weeks or months. In case your fundraising enchantment will likely be on Matter B subsequent month, then speaking about Matter B this month is sensible. Sharing content material now can prime the pump to your later asks.
What Helps Your Present Story Arcs?
That is actually a mixture of the primary two questions however take into consideration the bigger story you are attempting to inform. What subjects make sense to speak about to start with, center, and finish of that story arc?
Should you aren’t in a position to put your core subjects into an affordable order primarily based on the earlier questions, I like to recommend going with what’s best. Don’t make your work life any tougher than it needs to be!
Listed here are some extra posts that may assist too:
Creating Content material on the Topics You Wish to Be Recognized For
Your Broccoli, Their Cheese: Deciding on Your Core Topics
P.S. There’s a complete chapter on Core Topics in my Content material Advertising for Nonprofits guide.