Content Marketing ROI: Case Study

I am a facilitator at Parents Empowering Parents (PEP) Society, a non-profit organization that provides programming for families with children (youth or adult) struggling with addiction. I’m kind of a jack-of-all-trades with PEP. I facilitate group meetings, perform HR processes, create webinars and material for social media marketing efforts. Since we’ve been fully online during the pandemic, we struggle with:

•          attendance to our meetings and webinars and

•          awareness of the organization.

I will apply the steps learned in this LinkedIn Learning video series to PEP by exploring:

In addition, I will apply concepts gleaned from a blog post by Erin Gilday, which explicitly describes marketing rules for parents of young adults with addiction (Gilday, 2018). The Website was an exciting find in my research.

1.    PEP Stakeholders

PEP is a small non-profit organization, but there are still many stakeholders to consider.

Stakeholders with Authority:

  • Board of directors
  • Executive Director

Stakeholders impacted by the success of a content marketing strategy are:

  • the facilitators
  • the participants who attend the meetings
  • the communities affected by healthier families
  • the workplaces of the families
  • HR person (if more families attend, we may have to hire more facilitators)

Stakeholders who contribute are:

  • Executive Director (she oversees posting and keeping the Website up to date)
  • Me (I’m in charge of creating marketing materials)

2.    Identify Goals

Goal: Awareness

  • Increased awareness of our programming
  • Reaching more families who need our services
  • Community organizations becoming aware of us so that they can provide referrals
  • Reaching potential donors or sponsors

Goal: Engagement

  • Reactions and sharing of our social media content

Goal: Lead Generation

  • An increase of people signing up for our email list
  • An increase of those asking about our webinars
  • An increase of people who search for help, landing on our Website

Goal: “Sales”

  • An increase of participants attending a PEP meeting for the first time
  • An increase of people attending our free webinars
  • An increase in donations and grants

Goal: Retention

  • Retaining current participants through reminders of the need for family recovery
  • Getting recommended by current attendees

Goal: Cross “Selling”

  • For those who attended a free webinar to participate in a meeting
  • An increase of calls to our support line

1.    Primary Goal with the most significant impact: Brand Awareness

We all know someone who is dealing with addiction or a substance use issue. But, unfortunately, there are many families suffering who do not know there is help available. Addiction is a family disease, and, as such, families need support and recovery. Therefore, sadly, the demand and the need are present. However, if they do know, they are not aware of PEP. The more people who know and understand the impacts on families, and are aware that help like PEP exists, the more people we can help.

2.    Metrics aligned with our primary goal: Brand Awareness

  • The volume of searches for our service
  • Traffic to our Website
  • Number of impressions on our posts
  • Press mentions
  • Brand mentions online from other trusted organizations/people

Content Development

Considering the steps Wilson (2020) underlines as essential to keep in mind, I will apply these to PEP’s increasing awareness.

  1. Target Clients
  2. Content types
  3. Resources
  4. Content that will support organizational objectives

PEP’s Clients

The clients who attend PEP meetings are families who are often in a traumatized state. They are at their wit’s end; all they want is to save their children from the devastating outcomes of addiction.

They would most resonate with messages of hope and a knowledge that they are not alone; support and camaraderie are available.

Gilday (2018) points that those who are addicted may also land on our Website through a search. They could direct traffic to their families.

Gilday (2018) says that marketing to parents of those suffering from addiction is like marketing to parents of college students (para.10). They ask similar questions such as “how do you keep them safe?”

Content Types

  1. Our Website: pepsociety.ca
  2. Email Marketing
  3. Lead Magnets
  4. Gilday (2018) suggests creating Lead magnets. These are free pieces of content that they can get in exchange for their contact information. Examples that we could use are:

Resources

  • The primary resource for any campaign we create will be the Executive Director and me.
  • The Board of Directors includes families and concerned community members; we could ask them to contribute content
  • The other facilitators may feel called to write content
  • Financial resources will come in the form of grants and sponsorship
  • The time available is limited

Content that will support goals

Lead Magnets

  • Free eBooks
  • Infographics
  • Gilday (2018) suggests setting up a landing page dedicated to one Lead magnet
    • The 4 Cs of Family Recovery would be ideal: I can’t control, I can’t cure it, I didn’t cause it, but I can change.

Website content

  • According to Gilday (2018), providing a separate page specifically for parents makes it simple for them to find the information they need.
  • Ensure we answer the question, “how do you keep them safe” on our Website

Email Marketing

  • Speak directly to parents in the marketing campaigns addressing specific pain points about their children
  • Choose the right time
  • Use first names in the subject line
  • Send two emails per month, according to Gilday (2018)

More to apply

There is, of course, much more that I could apply. However, the information in this video series excites me and has given me much to consider. Therefore, I’ve set up a meeting with my Executive Director to brainstorm applying the skills in this series.

References

Bishop, A. (2017, January 6). Choosing an attribution model: when, not which. Retrieved from Search Engine Land: https://searchengineland.com/choosing-attribution-model-not-266909

Brenner, M. (2020, February 24). How to develop an effective content marketing strategy. Retrieved from Marketing Insider Group: https://marketinginsidergroup.com/content-marketing/develop-content-marketing-strategy-not-plan/

Gilday, E. (2018, May 14). 5 rules for marketing addiction treatment to parents of young adults with sud. Retrieved from Little Light Copywriting: https://www.littlelightcopywriting.com/blog/5-rules-for-marketing-addiction-treatment-to-parents-of-young-adults-with-sud

How to pick the right analytics attribution model when there’s no right answer. (2021). Retrieved from Neil Patel: https://neilpatel.com/blog/best-analytics-attribution-model/

The modern digital marketing funnel: explained. (2019, July 31). Retrieved from Blue Corona: Measurable marketing solutions: https://www.bluecorona.com/blog/new-digital-marketing-funnel-strategies/

Wilson, V. (2020, November 4). Content marketing: roi. retrieved from linkedin learning: https://www.linkedin.com/learning/content-marketing-roi/why-calculate-roi-of-content-marketing?u=2109516

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