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Content Strategy Project with Root & Rebound

Generating a marketing plan for a nonprofit is a daunting task, to say the least. Content strategy is an easy process that will help you figure out who you are marketing to, and how to talk with them in a way that motivates them to take action.

Our 2016/17 brandUP Awardee is Root & Rebound, an amazing organization that helps guide reentry for formerly incarcerated people and their families. They recently launched an online training hub, which needed an effective marketing strategy to build awareness for this incredible new tool.

Since Root & Rebound already has exceptional branding, we focused this project on helping them create a build a strong and holistic content strategy that would serve as a foundation for the marketing communications going forward.

We’ll break the process into simple steps below.

What is content strategy?

Put simply, content strategy is a way that you organize content and messaging across your marketing channels to appeal to specific audiences, supporters or potential supporters. By analyzing your audiences, you can create compelling content that will motivate them to take some kind of action.

I began my career as a teacher and school administrator, so that informs the way we approach content strategy to a large degree.

As a whole, Rootid’s approach to Communications is more about helping our clients authentically educate their stakeholders and constituents, rather than advertise to them.

“ … a tendency to optimize for reactions, leading to a world of content candy stores, rather than informational organic produce.” – Jon Crowley

Effective content strategy is not just defining your audiences and how you are going to ‘tell them stuff,’ it is thinking more holistically—taking into consideration who they are, what they like to do, what they want from you and then, finally, what you want from them.

A strong content strategy puts the core values of your organization at the center and then pairs them with the needs of your stakeholders and constituents.

So what is the process for developing content strategy? We break it down into steps below.

Identify Your Audiences

When starting a content strategy project with clients, we begin by asking them to identify all of the types of people their organization interacts with. By defining those people and considering their worldviews, personalities and lives (what they like to do in their free time, what they value, etc.) we are then able to group them by similarities.


Build Your Personas

Persona is just a fancy way to say you are grouping your audience members by what motivates them and then creating a ‘faux’ person/profile to represent those wants and needs. Once you know who your personas are, you can start building scenarios of how best to introduce, educate and inspire.

For Root & Rebound, we found the audiences who would be using, talking and supporting their online training hub fell into three categories/personas, which we named: ‘Motivated Second Chancers & Their Loved Ones,’ ‘Community Connectors,’ and ‘Inspired Contributors.’ Each of these groups would approach their Reentry Training Hub in a unique way, so they would need to be addressed accordingly.

Remember, a good content strategy is about connecting the needs of your audience with your core values. Just like establishing a new friendship, it can not be about an agenda, but rather a relationship.

Defining a User Journey

Once you know who your personas are, give them names and personalities so you can interact with them as real people—individuals with hopes, dreams, motivations and needs of their own. The journey is how you guide one such person from unaware of your organization to a loyal brand advocate.

For example, we named Root & Rebound’s ‘Community Connector’ persona Marco and laid out an example journey that a person like him might experience:

Marco is a social worker in Los Angeles at a large anti-poverty nonprofit. His low-income clients (many of whom have records) are looking for access to basic needs, including housing, healthcare, and employment. He is 4 years into his career and is both passionate and excited to help his clients in any way he can. Marco is frustrated/limited by the traditional approach of his work—he sees patterns and cycles in reentry and reincarceration, so he’s is looking for creative ways to support and energize his clients.

Marco is a member of Los Angeles Reentry Regional Partnership and one day through the listserv, he heard that a group called R&R was coming down to deliver a day training on reentry legal barriers to support practitioners and personally impacted people. Marco attends the training, learns about the reentry training hub and begins using it to quickly find specific information for his clients every day. He orders wallet cards and postcards to have in his office so he can easily share them with clients and colleagues. He also follows R&R on social media, sharing posts about various topics to help educate his friends and family.

Write Your Stories

Now that we know who our personas are, what motivates them and how they learn about our organization, we develop content that would interest them at the various stages of their journeys. For example, an article that Marco might want to read when he first learns about Root & Rebound will often be different than what he will share with friends, family and colleagues once he knows R&R is a thought-leader and trusted resource.

Build Your Assets

As mentioned above, Marcos requested wallet cards and postcards from R&R. He also started sharing articles on social media with friends and family. (These assets need to be created, but now we know they are grounded in a thoughtful and authentic strategy rather than a ‘build it and they will come’ approach.)

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