our resources

We know what we are going through in our lives. We have our own deadlines, personal and personnel issues, calendar invitations, inboxes to manage, and all the other work considerations that require our attention. Most of us are managing way more inputs than we are comfortable navigating on our own.

In my last post, The Evolution of Search, we explored how the “blue link” era is fading, replaced by AI-generated summaries and conversational searches. We discussed the rise of zero-click searches, where Google provides the answer directly on the results page. But as a digital marketing analyst, I’m seeing a deeper, more urgent question emerge for our clients. If AI is choosing the answers, who is it choosing to ignore?

As the introduction clearly states above, the purpose of this monthly submission is to be a thought-starter and to help you make the change you’ve been pondering but are often slow to move on. Even though I may not hear from you, I realize this information is powerful and helpful.

As a nonprofit, sometimes it may feel like the odds are stacked against you, tight budgets, small teams, and the constant trading of one hat for another. Today you might be head volunteer coordinator, yet tomorrow you’re the special events manager or maybe the social media manager. The most tedious of all roles you might be tasked with is that of designer. You know your organization does good work, and you want to market it, but where do you start?

Marketing work? Let’s just leave that to chance. We’ll see if we need to turn the faucet on and get some leads flowing. If we feel like marketing or advertising, then we’ll jumpstart our outreach and watch the results roll in. Maybe that’s an extreme example and there are some structures in place at your company or nonprofit. Even in those cases – content too often – becomes an afterthought and not an integral part of the vibrant and proactive marketing strategy.Let’s examine why content should become your primary tool when it comes to marketing your organization.