Professional Development with Online Webinars
MoFlow is a content marketing service geared toward not-for-profit organizations. I use information from MoFlow to come up with ideas for Inn From The Cold, where I’m a volunteer board member responsible for advising on marketing and communications. In addition, MoFlow helps me with ideas for writing my own blog and developing my own business.
The event I attended was a webinar presented by Marlene Oliveira called:
I’ve been a subscriber to MoFlow’s blog for a few years but have not been very engaged. I have great respect for Marlene as a content marketer. She does many activities to engage her followers, so I’m glad to have finally participated in one of her webinars.
How I interacted
I’d like to see a blog start on the Inn From The Cold’s website. So I asked the moderator how to find qualified volunteer bloggers to co-author so this task would not fall on the shoulders of just one person (probably me). She acknowledged that this can be tricky because you have to decide their level of involvement: Would they just write whatever they want (could be problematic), or would I become an editor, laying out their topics, deadlines and guidelines, plus editing the writing. This was a valid point. I hadn’t thought it may be just as much work supervising someone as it would be to write it myself.
In terms of actually finding a qualified person, she advised to always be open to people’s skills. Do they have good writing skills but need ideas? Or do they have lots of good ideas, but can’t write well? The best person, she advised, would have a combination of both skills.
She also recommended relationship building as the first step. She said, “Keep a lens on it” as you go about your business making contacts, and if you have a good, well-organized blog set up, most people will be flattered to be invited to co-author.
My best take aways
When starting a non-profit blog, participants were reminded to to ask themselves if they had defined 4 things first:
- The purpose of the blog
- The goals of the blog
- The audience
- The contributors
I often wonder how to find out more about the characteristics of a target audience. We have details from Facebook. But for a lot of personal descriptions, aren’t we just guessing? One of the best take aways from this webinar was a checklist for creating an audience persona. This came with the additional tip to choose someone you know in your target audience and interview them. For example, interview a volunteer to find a goldmine of information, such as their education, employment, religion, family status, likes/dislikes, hobbies, favourite topics, concerns and interests. After this, create an ideal reader in your mind.
Then go to work on another segment of your target audience, and build another persona – say, a major donor. In fact, we can accomplish building a persona while interviewing these people to write personality profiles as a blog posts.
A Quotable Quote
The moderator was answering a question about recycling content you already have in order to come up with blog ideas. She said,
“I recommend going back to the well.”
She said to look for the most popular topics, we could check our blog or web analytics to find out which links are clicked on the most and which web pages are most often visited. As for printed materials, look at specific pieces that are in demand and need frequent reprints. Good content is found all around each organization. It’s just a matter of pulling it out and repurposing it.
Future plans for similar events
I do occasionally participate in free webinars and I’m registered for a different one later this week. Some are very good like the one I attended today. Others I’ve found to be a waste of time. I will definitely register for another one of MoFlow’s webinars because the content is extremely useful to me and so there’s good value for the time I spend. If you are a communicator working at a not-for-profit organization, I’d highly recommend MoFlow’s blog.