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How To Truly Understand Content Marketing


Tuesday, 29th September 2015 at 11:41 am
Ellie Cooper, Journalist
Content marketing is nothing new - it was just called something else. More than 60 per cent of marketers say they want to be producing more content this year, but finding it a challenge to make it engaging.

Tuesday, 29th September 2015
at 11:41 am
Ellie Cooper, Journalist


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How To Truly Understand Content Marketing
Tuesday, 29th September 2015 at 11:41 am

Content marketing is nothing new – it was just called something else.

More than 60 per cent of marketers say they want to be producing more content this year, but finding it a challenge to make it engaging. Could the problem be that only a third of marketers surveyed by Content Marketing Institute actually have a documented content strategy in place?

The truth is, content marketing has been around for ages. The greatest salespeople, leaders and influencers all have the great skill of creating great content. It was just called storytelling.

Award-winning digital strategy agency, ntegrity, have seen first-hand how powerful stories can be used to stimulate ideas towards actions for their many NFP clients, and they’d like to show you how it’s done.

In two hands-on workshops in Melbourne and Sydney, ntegrity’s Strategy Director Tony Lee will be teaching how to harness the power of content to propel your organisation’s growth. “Without the resources to build great content, brands are left telling only half their story, and potentially risking bonds with prospective donors in the process,” he said.

Lee will walk  through strategies for shifting organisational culture and thinking to focus on original content, impact measurement and metrics for measuring success, seeking and creating meaningful content, and how to distribute this content across your digital channels.

So why is this important?

Psychological studies have shown that we are much more likely to both retain information and form an emotional bond to a person, issue or piece of information if we develop our understanding through stories.

Basically, as humans, if we’re forced to consume uninteresting information, a part of our brain goes into overdrive (it’s called the Wernicke’s area) and works harder to interpret it into meaning. This usually doesn’t sit well with our brain, and thus there’s no retention.  

But when we’re told a story, our brains do something remarkable: they bring details to life in our minds – the centres in our brain responsible for real action and sensation take charge. Our sensory cortex starts to imagine the tastes and smells of Willy Wonka’s chocolate factory, while our motor cortex responds directly to Forrest Gump bolting down the road until we’re almost there running alongside him. We’re not just sorting information – we’re living it.

What does this mean for Not for Profits?

Many of our decisions are made on an emotional level and stories help us create these experiences and connections. As we feel more connected with a story, the more likely we will take action. This means feel-good stories inspire more giving for not-for-profit organisations.

It’s up to brands to engage their audience in relationships that create this kind of experience; to create imaginative and share-worthy ways to connect. So, if you’re a NFP marketer looking to take your digital marketing to the next level, the first thing you should know is  to harness the power of a story to captivate and activate them.

Content is queen and she’s the most powerful piece in your marketing empire.

But, it’s often hard to know where to start, what to focus on, and how to make sure you use your time, influence and investment effectively.

Are you ready to become a content crafter to be reckoned with? It’s your last chance to claim your spot for our Melbourne content marketing workshop tomorrow, or at our Sydney workshop on the  12th of October.

And, as a special gift to Pro Bono readers, we’re offering ten attendees a "buy one get one free" deal. Just use the promotional code ‘PBAeditor2for1’.

We can’t wait to see you there!


Ellie Cooper  |  Journalist |  @ProBonoNews

Ellie Cooper is a journalist covering the social sector.

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