Content marketing for conservation

When it comes to their marketing, conservation organisations often fall short and fail to prioritise it. This is a mistake, here's why and what they should be doing.
Content marketing for conservation

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Conservation organisations aren't the best at marketing themselves.

They've got better things to do, and bigger things to worry about, right?

Well, not really, no.

Content, when designed and used strategically, is a powerful tool for any business. Unlike paid ads, its traffic-attracting juice doesn't "run out" when the dollars do. It keeps working indefinitely; raising awareness, increasing visitor numbers, and converting those visitors into advocates - all the essential elements in building a successful conservation organisation. 

What do I mean by "content"?

Anything that exists online or on an organisation's website. That might be images, videos, posts, blogs, newsletters, eBooks, learning modules... The list goes on.

In my 4 years of freelancing as a content marketer, I have primarily produced newsletters and long-form, educational blog posts optimised for SEO. This means I design resources that help organisations rank at the top of the Google search results pages because that's where most people click (more than 70%, in fact). 

I harness those clicks, show them interesting content, and tell them what to do next. 

More than 90% of the content online is totally wasted. It's not intentional, it's not optimised, and it's not what an audience actually wants.

So if I could give conservation organisations any tips when it comes to leveraging content marketing to increase brand awareness, visitor traffic, and "conversions" (whatever that means to them), it would be the following... 

1) Let your audience decide your content

Who are you trying to attract and what are they interested in? 

These are core questions for any business or organisation and they should dictate everything you do, not just in a content marketing sense. 

What are they searching for online? What relevant themes or topics can you talk about with authority? 

The practical application of this step is keyword research. You can learn about it here.

2) Be intentional about its purpose

What is this piece of content for?

Is it to rally newsletter sign-ups? Increase social media followers? Educate on some important work the organisation is doing? Educate on a relevant theme? 

Why are you creating it (this should relate to the first point), who are you talking to (do they know you yet?) and what do you want your audience to do after reading it? 

These things should influence what you write, how you write it, and how you'll use the content to prompt an action.

Here's much more detail about how this works.

3) Optimise, optimise, and optimise some more 

People's interests change so what they're searching for also changes over time.

You'll need to keep updating and adjusting your content to make sure it's still relevant. You can do this through repeating your keyword research, using tools that measure how successful your content is (like Google Search Console), and these days, leveraging new tech like AI.

ChatGPT and similar tools are scarily good (they're not as good as us humans yet!) but they can help to make content more comprehensive, more efficient, and faster. 

Learn more...

This is an extremely simplified overview of the key things that need to be considered in content marketing activities. 

There are so many more, and I write about them a lot.

Check out some of that content here.

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Go to the profile of Grace Alawa
about 1 year ago

Thank you Bex, strategic insights here. I hope to start putting some to use. Look forward to reading more of similar content from your wealth of experience. Cheers

Go to the profile of Rebecca Hunt
about 1 year ago

Thanks so much Grace!

Go to the profile of Lara Reden
about 1 year ago

Thanks for sharing!

Go to the profile of Rebecca Hunt
about 1 year ago

Cheers Lara!

Go to the profile of Chrissy
about 1 year ago

Great tips! 

Go to the profile of Rebecca Hunt
about 1 year ago

Thanks Chrissy!

Go to the profile of Thirza Loffeld
about 1 year ago

Hi Bex! Thanks so much for sharing your insights with our community! I think you broke a record in our community; sharing your first lessons learned post within the first 2 weeks of becoming a member :D 

Two questions I had:

1) What helped you share your first lessons learned post? 

2) What advice would you have for other (new) members regarding sharing their (first) lessons learned post with the WildHub community?

Thanks so much for sharing your thoughts and expertise with us!

Go to the profile of Rebecca Hunt
about 1 year ago

Hey Thirza!

I think honestly it was just about being inspired on the spot when you asked me! It's what I do on a daily basis so there's such an intense amount I could write, but sharing a few simplified tips for anything is pretty quick and easy when you're an expert!

So I guess my advice would be, don't think on it for too long. Give the most basic tips you can think of because they won't be basic knowledge to others. And if people are interested and want to know more, then you can start some cool, more targeted conversations with the really engaged people later on.

Hope that helps!

Go to the profile of Lize Gibson-Hall
about 1 year ago

Thank you so much for sharing Bex just what I have been looking for. Will definitely have a more in depth look! 

Go to the profile of Rebecca Hunt
about 1 year ago

You're v welcome Lize, if I can help any further don't hesitate to reach out!