Before you have content or messages, you have goals. Then, you determine what you need to speak to to achieve those goals. Then, you craft compelling messages and build strong content from that message library to drive action.
The concept of content needing legs has evolved significantly.
In the past, the success of content and media pitches was measured, in part, by the number of separate news cycles the story ran. However, with the advent of the 24/7 news cycle, social media, independent journalists, citizen journalists, bloggers, influencers, and extensive brand websites, the phrase has taken on a broader meaning.
Content for a specific campaign should be flexible enough to span multiple messaging channels. A robust media plan ensures that a piece of content is featured on multiple outlets over several days, maximizing its exposure and impact.
When constructing a campaign and selecting topics that have the potential to gain traction, it's vital to consider the primary topic or interest and its relevance to your specific organization. For instance, patient and caregiver success stories are excellent for developing multiple storylines in health care. You can demonstrate your strategic and thoughtful approach by identifying different aspects of the same story and pitching them strategically to various media contacts.
If your nonprofit focuses on patients and the cost of medical care, craft a compelling storytelling arc that includes the actual health event, the cost of current and future care, recovery needs, and caregiving needs. Then, align these pitches with media outlets, bloggers, and interested influencers.
This is exactly the type of strategic planning, forethought, and brand storytelling that Small Adventures Communications brings to your nonprofit. Let us help you craft powerful media pitches that have a set of legs.
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