Are you doing all you can with your nonprofit blog?

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It’s the standard for every website (nonprofit or for profit) these days to have a blog—but are you getting the most mileage from yours?

Blogs can be incredible marketing tools. In fact, they can be the most powerful element of your nonprofit website content. A blog can take an organization to the next level. They aren’t just used to provide updated information to your audience anymore; they have many uses across many channels.

First of all, your blog should always incorporate your organization’s core mission. No matter what you decide to post about, keep the end goal in mind and always come back to it. A blog is supposed to create a dynamic community and enhance your nonprofit communications, so never forget whom you’re communicating to and what you want them to know about your work.

A blog is the perfect place to tell your story and gain public awareness. Here you can explain to the public exactly who you are, what you do, and why. The intimate nature of blogs also often encourages commentary and feedback. This is helpful because rather than just reading, visitors to your blog will become very engaged through your storytelling.

Through a blog, you have repurposed weekly, monthly, or quarterly newsletter content to bring your readers updates, tips on how they can help, photos, statistics, and anything else you think they might respond to or want to know about.

Video content is extremely popular these days, and many bloggers choose to harness its success to promote their own message. Blogging can mean posting a video with your latest message, so make sure your website has the ability to easily allow video uploads to your blog. A good video can be worth a thousand words in mere seconds.

When it comes to getting your message across these days, it’s all about Instagram, Facebook, Twitter, and other social media outlets. Fortunately, your blog can very easily be linked up with your social media platforms in order to post all of your blogs as soon as they are published. Not only does this allow your blog to be seen and shared across social media—it will also lead your readers back to your nonprofit website, where they can donate.

Most blogs are outwardly directed to the public; however, if you have a larger nonprofit, you might want to consider developing a blog specifically for your staff, volunteers, and others who would benefit from hearing more about what’s going on within the organization.

A regularly-updated blog provides a constant flow of new content, which will enhance your website’s search engine appeal. This means that the more and better content you post on your blog, the more Google “likes” your website. And the more it likes your website, the higher it will climb onto the first pages of the search engine.

Consider a few things regarding your nonprofit blog:

• Is there someone within the organization who can become your “blog champion,” making sure content and updates aren’t just regular, but also compelling and driven to get the message across?
• Will enough people have a genuine interest in reading and contributing to your blog?
• Do you have controls in place to manage the content to ensure that it’s consistent with your core message?
• Is someone on your staff comfortable with the technology and willing to take on the challenge?

Here are a few blogging best practices:

• It’s wise to link to other articles and blogs from different websites that are relevant to your topics.
• Cross-promote your blog with your website, social media channels, YouTube channel, newsletter, and other communications materials.
• Allow your volunteers and/or staffers to contribute to the blog if they’re interested. Different voices have a significant effect. Just be sure to get everything proofread to maintain a professional consistency and brand voice.
• Invite experts or interesting figures to contribute as guest bloggers.
• Make sure every single blog posted is professional, clear, well-written, and always proofread.