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Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money by Kivi Leroux Miller

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Chapter Two

Understanding This Trek

How Content Marketing Is Different

This chapter is about…

  • Reaching your goals by attracting, rather than interrupting, people with your communications
  • Recognizing the power of becoming a favorite cause
  • Understanding your nonprofit's marketing maturity level

Have you ever seen Yosemite Falls—the tallest waterfall in North America? It's one of my favorite places in the world.

Maybe you've seen a picture of it. Or maybe you drove by on a quick swing through Yosemite Valley. Or perhaps you parked the car and took the flat and easy, mile-long walk to the base of Lower Yosemite Fall. Maybe you even did the strenuous, daylong climb up 2,700 vertical feet to the top of Upper Yosemite Fall, on a rugged trail constructed ...

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