Includes bibliographical references and index.

Finding a new path: the power of content marketing -- Hearing the call of the wild: the case for changing your communications approach -- Understanding this trek: how content marketing is different -- Planting your flag at the destination: setting content marketing goals and measuring progress -- Who will go with you: redefining your marketing relationships -- Making friends on the trail: what supporters, participants, and influencers want from you -- Deciding on your trail name: The voice and style you want to be known for -- Carrying the load: how to staff your content marketing strategy -- Envision the journey: preparing your content marketing plan -- Mapping it out: sketching out your big picture communications timeline -- What you'll talk about: deciding on the core topics you want to be known for -- Building your itinerary: designing your editorial calendar and adding your original content to it -- Conserving energy on the trail: repurposing your original content -- Handling surprises along the way: how to merge in what you can't plan -- Set out on your trek: implementing your content marketing strategy -- Living in the moment: create relevant content for here and now -- Your Swiss Army Knife: reliable nonprofit content that always works -- Foraging and filtering: curating content created by others -- The best trail mix recipe ever: adding metaphors and humor to your communications -- High tech on the trail: how technology helps -- The right provisions for the journey: what you need to know about the channels you choose -- Websites -- Blogs -- Email -- Print newsletters -- Facebook -- Twitter Google+ -- Video -- Images -- Pinterest -- Mobile devices.

This text arms nonprofit professionals with tools and strategies to help them create and use content effectively on and offline to gain the attention of the people their cause needs in order to achieve organizational goals and mission. Readers will learn how to create, manage, and share relevant and valuable content that attracts, educates, and inspires.