Is Written Content Important in Content Marketing for Nonprofits?

Our friends at the Content Marketing Institute define content marketing as “ a strategic marketing approach,

focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer action.”

Nonprofits have been creating content to engage constituents and donor prospects for as long as the nonprofit vertical has existed.

In fact, 92% of nonprofits surveyed in the nonprofit content marketing report published by np ENGAGE in 2014 said that they were using content marketing.

These days we hear a lot about how video is taking over the internet and dominating content marketing.

In their 4th annual “State of Video Marketing Survey” Wyzowl claims that video consumption by consumers is on the rise. 

Their survey showed that the average respondent typically watches video content for 1.5 hours per day. Moreover, 15% of the respondents watch videos more than 3 hours a day.

Has the popularity of the written word in content marketing regressed?

As consumers we’re all overloaded with information.

At the same time, we’re searching the internet to gain knowledge about new things.

Great content is the key to being found and capturing the attention of those you need to reach.

Some people still love to read.

Often, we aren’t able to listen to video and for many types of content, we still prefer to read.

Here are 5 reasons why written content should continue to be a staple in content marketing for nonprofits;

Written Content is Less Expensive to Produce

Cost is a major factor in any nonprofit marketing budget. While the cost of video production has come down,

 of a professionally produced video of one to two minutes without motion graphics runs $5,000.00-10,000.00. 

Still, anyone can shoot a basic video on their smart phone. The quality is likely to be poor which could impact the credibility of your business, especially with so much competition online.

Compare this to the cost of a written blog post.

If you have a computer, and a word processing program like Microsoft word and if your content is good it’s a great way to generate interest for your nonprofit with very little cost.

Written Content Will Help Your Videos Rank Higher

Search engine bots are quite clever but they can’t read videos. 

They still rely on written words to help them rank each piece of content for relevance in search.

Video’s need written words to secure their search engine rankings. 

You Tube which is owned by Google, requires a 200 word well written, unique summary to explain the video.

Without this summary even the most informative video can disappear into online obscurity.

Blog Posts Can Inform More Quickly

Online videos are short but a well written article can give you the information you are looking for more quickly.

That’s because well written blog posts are easy to skim so you can quickly and efficiently find the information you are looking for.

Generally, articles are divided into concise paragraphs under clear headlines making it easy to find the parts that are relevant to your interests.

With video, you need to watch the entire segment to find out what it’s about and it’s easy to miss something as you scroll backwards and forwards along the video progress bar.

Written Text Doesn’t Have Sound

The sound with video content can be intrusive and inconsistent from one video to the next.

In close office quarters, watching a loud video can break the concentration of your neighbor.

There are many settings where reading written content is less obtrusive and more appropriate that watching a video.

Reading Has Become More Prominent

Pew’s 2014 Internet and Life Survey reports that about 28% of American adults read one e-book per year which is up from 23% in 2012.

Moreover, the sales of printed books was up 10.9% in 2017 compared to 2013.


Something that top-ranking websites have in common is that they have a wide assortment of content. 

A successful nonprofit content marketing strategy will have a variety of different content types including blog posts, videos, infographics and webinars.

The idea is to offer something for everyone, so visitors will stay on your site longer.

 The more content you have, the more links you are likely to generate which in turn will help your SEO ranking.

The more appealing you can make your content, the greater number of people you will reach.

Like content marketing, inbound marketing is centered on focusing your communication and marketing strategies on the people who are the most likely to support and become donors to your cause through permission-based marketing using internet media such as blogs, social media platforms, video and web site optimization.

To learn more about this agile approach to cultivating donors, download our eGuide entitled; How to Use Inbound Marketing to Attract New Donors 

You can download it here.