Have you ever Googled yourself?
Yeah, most of us have done it. And, chances are, you’ve also Googled your nonprofit—just to see what pops up when someone tries to find you.
But what if your organization could appear in someone’s search results even when they weren’t looking for you by name? That’s the magic of organic search traffic, and it’s more achievable than you might think.
The secret? A strong, strategic approach to content.
What is Content Strategy?
Content strategy is a planned approach to what your organization posts, promotes, and uses to engage with its audience. It’s more than just posting regularly; it’s about making sure every piece of content supports your mission, engages your audience, and drives action. From blog posts and videos to email newsletters and social media updates, taking the time to plan what you want to say and present is crucial.
In today’s digital-first world, attention is fleeting. You may only have seconds to engage your audience and educate them about why your cause matters. That’s why every word, image, and statistic you publish should serve a purpose, and why having a smart, focused content strategy is essential to standing out.
What Goes Into a Content Marketing Strategy?
A strong content strategy doesn’t happen by accident—it’s built on thoughtful planning and intentional choices.
Here are the key components to consider when developing your content creation strategy:
🎯 Your Target Audience
Who are you trying to reach? Identifying your ideal target audience helps you meet people where they are, through the channels they already use. It also helps shape your content’s tone and voice, helping your organization feel more approachable and relevant.
📈 Your Content Goals
What do you want your content to accomplish? Whether it’s driving donations, increasing sign-ups, or growing awareness, defining clear objectives and how you’ll measure progress helps guide your content decisions and provides a benchmark against which to measure progress.
🧠 Your Key Themes
A successful content strategy includes more than financial asks. It should strike a balance between storytelling, education, updates, and calls to action. Planning themes in advance ensures variety while keeping your messaging aligned and consistent across all platforms.
⏰ Your Cadence
How often should you post? Finding a sustainable rhythm is key—posting too little can cause your audience to lose touch, while posting too much can lead to burnout for your team. Choose a pace that fits your team’s capacity while keeping your audience engaged.
📱Your Channels
Where should your content live? Once you know your audience and who you’re speaking to, you can choose the right platforms to reach them—email, blogs, Instagram, LinkedIn, etc. Each channel has its strengths (e.g., video vs. long-form storytelling), so tailor your content accordingly.
3 Nonprofit Content Marketing Strategies Your Organization Should Implement
A strong digital presence helps your nonprofit reach new audiences, build trust, and drive long-term support. Here are three core strategies to start with:
1. SEO Content Strategy
Search engine optimization (SEO) is one of the most powerful tools to increase your nonprofit’s visibility on search engine results pages (SERPs). By optimizing your website and content, you can appear in search results even when people aren’t looking for you by name.
To build an effective nonprofit content strategy for SEO, you should:
- Research and implement keywords throughout your blogs, landing pages, and core web content.
- Format and structure your website in a way that allows search engines to crawl it easily.
- Utilize internal and external linking to enhance SEO and boost engagement throughout your content.
By using keywords strategically, your nonprofit can rank for non-branded search terms, attracting organic traffic that helps more people discover your mission, all for free.
2. Newsletter Content Strategy
If your organization doesn’t have an email newsletter yet, now’s the time to start one. Email is one of the most direct and personal ways to keep supporters informed and engaged.
To make your newsletter work harder, you should:
- Promote it consistently with calls-to-action (CTAs) across your website, including pop-ups or banner prompts.
- Share it on social media occasionally so that new followers are aware of its existence.
- Balance your content, including stories of work funded by donor support, mission updates, and subtle invitations to give or get involved.
Remember, not every reader is ready to donate today. Use your newsletter to build trust over time, show your nonprofit’s impact, and nurture future advocates and donors.
3. Social Media Content Strategy
Social media and content strategy are closely intertwined. Your social media strategy should be tailored to each platform and driven by a clear purpose.
Each channel has a distinct rhythm, and understanding this can enhance your engagement:
- Instagram: use high-quality images, short videos, and scroll-stopping infographics
- Facebook: share a mix of visuals and copy-heavy updates that allow for deeper storytelling
- LinkedIn: post thought leadership content, organizational wins, or updates that align with professional and social impact spaces
Plan content around key dates, such as awareness days, seasonal campaigns, and holidays that align with your mission. Small, themed content bursts can make a significant impact, keeping your brand relevant throughout the year.
Build a Content Strategy for SEO That Elevates Your Nonprofit with Novus
We know your plate is already full. If tackling SEO-focused marketing strategies to boost your nonprofit’s visibility feels overwhelming, you don’t have to do it alone—we’re here to help.
At Novus, we specialize in helping nonprofits tell their stories, expand their reach, and drive real results through strategic marketing. From SEO to social media, fundraising campaigns to accessibility—we stay ahead of the curve so you don’t have to.
Need a partner who gets it? Let’s work together to grow your mission’s impact.
