We live in a world where digital content is being consumed and shared at a rate exponentially faster than traditional offline media. If you want an analogy to help you understand the growth rate of content marketing, I’ve got one for you: if traditional marketing is a race car, digital marketing is a rocket ship. No matter how fast your race car is, the rocket ship will take you where no car will be able to go.
It’s appropriate to think about content marketing as a transformation for your entire organization, and not just a transition for your advancement office. And if you don’t think it really matters, then consider the drastically different way people research and buy things today. According to the Pew Research Center, 86% of people consult the internet before making a purchase.
The power of the internet has enabled the average consumer to get instant answers to just about anything they want to know about, and this revolution is why the sheer quantity of content consumption presents such a challenge to most nonprofit organizations.
But here’s the good news about content marketing that your entire organization needs to understand: