Delicious Content Marketing

Broccoli and cheese – a great combination for a deliciously sinful side dish.  But, it’s more than a dish to salivate over, according to Kivi Leroux Miller, president of   Broccoli and cheese are the two ingredients you must have to get people interested in what you want to tell them.

Broccoli is the healthy, important content that you want your audience to consume.  Just as parents want their children to eat broccoli’s green, leafy goodness, we want our audience to digest as much of this type of content as possible.  And like children, it may not be what they most want to consume.

Let’s use a food bank as an example.  A food bank would want to tell you about the cans they need at collection event, about statistics on hunger, and about volunteer opportunities.  In this scenario, the statistics are like broccoli – integral to educating the public about hunger, but probably not the top content people want.

How can you get them to enjoy this important content?  Top it with something they’ll like that also keeps them interested. 

Cheese is the rich, albeit calorie-laden, content that your consumers hope you’ll give them.  It’s what your audience craves, but not what you most want to provide.  Give them enough to pacify their craving, but focus on the broccoli that you really want them to have.

How can you use the broccoli and cheese scenario with your audiences?  Learn more about content marketing in Kivi’s new book, Content Marketing for Nonprofits, to be published in August.  You can pre-order it at Amazon.

Paula Jones is director of technology at the N.C. Center for Nonprofits.


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