Content marketing is an activity that nonprofits are engaging with in growing numbers. Are nonprofits using content marketing in the same ways that digital publishers have used content marketing? Let’s take a look at a recent article from eMarketer to answer this question.
According to the article, More than 60% of nonprofit professionals in North America polled in August 2014 by Content Marketing Institute (CMI) and Blackbaud said their organizations used content marketing.”
The most popular reason cited for using content marketing was to create brand awareness. This was reported by 87 percent of respondents this year, up from 73 percent last year.
Engagement was the second most popular reason for using content marketing, reported by 84 percent in 2014. This is up from 65 percent from last year.
“Client/constituent retention/loyalty” rounded out the top three, with 82 percent reporting it as important. This was up from 59 percent in 2013.
Read more about nonprofits and content marketing at eMarketer.
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