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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 Six

Carrying the Load

How to Staff Your Content Marketing Strategy

This chapter is about…

  • Leading your content marketing team by coaching rather than controlling
  • Creating a culture where everyone is a marketer
  • Making it easy for others to help you

When people backpack in a group, they divide up responsibilities pretty quickly, based either on taking turns or on who is best at specific tasks. It's a team effort and so is your content marketing strategy.

You really can't be the single voice for your organization, and you shouldn't want to be. You are better off helping others (whether they be staff, board members, volunteers, or social media fans) to become better messengers for your organization's cause than trying to control them ...

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