One of the hottest terms in marketing today is Content Marketing.
I bet you’ve heard of it. But you might not know exactly what it is.
Here’s a primer on what content marketing is and how it can drive the
success of your cause marketing program. I’m speaking from experience. I
started my blog, Selfish Giving, in 2004 shortly after I was
hired to launch the cause marketing program for a large hospital. I
blogged to share success stories and to show other businesses how we
could work together. Content helped! During my tenure, we partnered with
dozens of businesses and raised millions of dollars. Since then, I’ve
used content marketing to grow my consulting business and to help my
nonprofit clients expand their fundraising.
As a former Johnson & Johnson executive, author of two books on corporate giving and administer of the New Strategies Program, Curt’s one of the smartest guys I know in corporate giving (Just as Mollye Rhea is one of the smartest people I know in cause marketing!). That’s why I contacted him first when I saw the report from the Giving USA Foundation that U.S. corporate charitable donations measured as a percent of pretax profits fell to .80
of one percent in 2013, a slight retreat from a year earlier.
Corporate earnings and the stock market had skyrocketed in 2013, how
could companies be giving
less? “The drop is being disputed by another monitoring agency,” Curt
wrote back. “Still, not the trend line one would like to see. Let me
look into it.” Later, Curt confirmed the drop, which is both good and
bad news for nonprofits.