People are increasingly online and more than ever, searching for answers, information, connection, hope. Your organization can give them that. But people need to find you first.
To get found, you need to have content and promote it well. Content is fuel to Google’s fire; Google is now especially good at understanding intent when people search online. Google and other search engines realize that people search online in moments that matter.
First they do a Google or Bing search to learn more about the organization. Then, 75% of donors will go to the non-profit’s website to learn even more. This is how people decide whether or not to give.
For consumers, 60% of smartphone users say that thanks to online research, they make purchase decisions more quickly now than they did a few years ago.
The more research people do online, the more opportunities there are to connect with them.
But your Christian organization must have a content strategy that’s designed to help you get found online in the moments that matter most.
When you are found, you can effectively give people the answers, information, connection, hope they need.
According to think with Google, digital content is done best when it meets a mobile user in a micro-moment: in the exact moment when he or she is intent to find information, answers, connection, hope.
How do you do this?
Be there. Show up. Get found.
Create content and promote it well. Share the content you create across multiple channels—Facebook, email, Twitter, YouTube, Periscope—whatever content strategy is right for your Christian organization.
Don’t just create content, post it online and expect people to see it. Promote it. Lead people to it. The Internet is a noisy place, so people won’t necessarily see your digital content unless it’s done very well—packaged well, targeted to the right audience well, promoted well.
- Create YouTube videos
- Create super useful webpage content
- Create an engaging, informative Facebook page
- Create an inspiring and educational Instagram feed
- Create better search engine results for your Christian organization by publishing better, more useful content
- Create an incredibly useful email newsletter.
- Partner with popular bloggers, invite them to work alongside you in your mission and write about their experience.
- Create a podcast that is engaging to on-the-go listeners and gives them tangible takeaways.
People will find you. And when they do?
Give value. Be useful. Give hope.
Give people so much value that they keep coming to you for more. Give hope. Inspire. Encourage. Get people to information quickly.
But remember—in many cases, people will visit your site while on their mobile device, sometimes while they’re on the go. That means they need to access content quickly and easily. If they can’t access it quickly and easily from their mobile, they’ll leave your site or app and go elsewhere.
In your content strategy, remove barriers to accomplishing your mission, to giving hope. Make your call to action very clear (what is the one thing you want people to do?), and make it easy for people to do it. Fix slow-loading websites, too many web form options (all you should need is an email address), disabled auto-complete forms, too many calls to action on a web page, hard-to-read fonts.
Remove barriers to Jesus.
Content strategy and Christian organizations—if you’re going to fulfill the Great Commission in Matthew 28:19, if you’re going to accomplish your mission, you need to get found and offer tremendous value, including hope. But in this world where people are increasingly online and on their mobile devices, you need to have a solid content strategy. This means meeting people in important moments that matter online.
The stronger your digital content strategy, the more you’ll be able to get found and give hope—and accomplish your organization’s mission.
When it comes to content strategy and Christian organizations, you need to be found so you can give hope. Meet people in the moments that matter online.