Churches certainly want to get noticed in their community and share an important message. But traditional adversing like direct mail and shouting on social media might not be the best strategy. There's a better way. Businesses and non-profits have been using it for years, but it's relatively unknown to churches. It's called Content Marketing. This presentation will walk you through five steps to creating a content marketing system in your church so you can build influence, create conversations and get noticed in a busy world.

2. Churches want to reach
more people with an
important message. But
so many of their methods
are no longer effective.

3. Postcards, Flyers, and
Yelling on Social Media
don’t really work.
But there’s a better way
to get noticed.

4. Businesses have been
using it for a while…

5. It’s proven
and effective…

6. If you want to build
awareness, try
advertising. But if you
want to inspire action,
use content.

7. Content marketing focuses
on creating and distributing
valuable, relevant, and
consistent content to attract
and retain a clearly-defined
audience.
HERE’S THE DEFINITION OF
CONTENT MARKETING…

8. Valuable,
Relevant
Content
A Clearly
Defined
Audience
Earn the
Right to
Invite
THINK ABOUT IT…
These are the
people you’re
trying to
reach.
You’ve
already got
this!
This is what
you want
them to do.

9. Why Churches DON’T Use
Content Marketing
I KNOW IT SOUNDS WIERD…

10. Some churches
don’t know how
to use content marketing.
I agree…It sounds like something
for corporations.

11. Most churches don’t want to
spam people.
Also true…which is why you’re
NOT going to do that.

12. A lot of churches are already busy
with existing programs and
outreach methods.
How are they working?
Could they work better?

13. Why Your Church SHOULD use
Content Marketing

14. It’s cheaper than your
current strategy.
Postcards, banners and ads are
expensive and often don’t work.

15. It’s more effective than your
current strategy.
If something works better, it’s
good stewardship to try it.

16. It’s scalable and repeatable.
Once you figure out this system,
you can use it time and time
again.

17. It’s a digital form of outreach.
The term “content marketing”
might not resonate, but it’s really
just a modern form of outreach.

18. Five Steps to Creating Content
That Serves Your Community

19. CREATE A
GIVEAWAY
1

20. Instead of blasting people with
information, create something of
value they actually want.

21. You may not need to
start from scratch!
Repurpose existing content.
Make it shorter and sharable.
GOOD NEWS!

22. Put your giveaway in an
easy-to-download format
like an eBook, checklist or
a short video.

23. Ask yourself, “What do
people in our community
want to know or do?”
Here are some ideas…

24. EBOOK: I’m Brand New
In Town
PDF: Ten Affordable
Date Nights
VIDEO: Helping Kids Become
Teenagers

25. Download a whole list of
giveaway ideas for free.

26. MAKE A
WEBPAGE
2

27. Not a website with menus
and pages and options…a
one-page website called
a LANDING PAGE.

28. Great landing pages usually don’t
have a navigation menu.
!

29. !
Great landing pages have a strong
headline to grab attention.

30. !
You can use an image or video to
create interest.

31. !
Focus all of your words on
describing the benefits.

32. !
Great landing pages have a clear
and compelling call to action.

33. Landing Pages are about
ONE THING. Make one to
describe and “sell” your
free giveaway.

34. WRITE SOME
EMAILS
3

35. Once people ask for your
giveaway, you have
permission and
opportunity to have a
conversation.

36. You can use a
free tool like
MailChimp to
automatically
deliver a series
of time-delayed
emails.

37. Here are the five emails
you should write and
automatically deliver to
those who ask for your
giveaway.

38. #1 - Here’s the free thing you
asked for…
#2 - Here’s some more help on
the the same topic…
#3 - Can I ask you a question
about the topic…

39. #4 - Here’s some more help
and a little hint…
#5 - I’d like to invite you to
do this…
Then…you can send relevant
“one-off” emails…

40. Learn more about this
strategy in our free
eBook.

41. PROMOTE
WEBPAGE
4

42. Once you’ve got a
giveaway, an
autoresponder and a
landing page, your
system is all set. But…

43. It’s time to get as many
people as possible to
LOOK AT that landing
page.

44. Tip #1: Put your
call to action everywhere.

45. !
Here’s a tasteful popup
banner on a website.

46. Tip #2: Ask your church
to share.

47. Tip #3: Run targeted ads
on the channel of your choice.

48. !
Here’s a good
looking Facebook
mobile ad from
Ramit Sethi. If
you do it right,
you can “buy”
clicks for just a
few pennies.

49. I ran this ad for
one of my
giveaways and
got 1500 clicks
for $150.

50. MEASURE
RESULTS
5

51. The reason content
marketing works is you can
measure real-time results
and track activity. It’s based
on fact, not feeling.

52. !
These are the stats for some of my
giveaways. I measure the
conversion rate (how well the page
is working)

53. Conversion
Rate of
Landing
Page
Open Rate
of Emails
Click Rate
of Emails
THREE NUMBERS TO TRACK

54. Learn more about this
strategy in our free
eBook.