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Creating Content for Organizations, Unions, and Government Agencies

There's no doubt that your union, government agency, or national organization is devoted to a worthy cause. Even so, to attract new members and donors and to sustain relationships with past and present supporters, your group needs exciting, electric web content.

 

There's no doubt that your union, government agency, or national organization is devoted to a worthy cause. Even so, to attract new members and donors and to sustain relationships with past and present supporters, your group needs exciting, electric web content.

Remember that the more content your group's website has, the more material there is for Internet search engines to comb through. And the more often that search engines include your site in their results lists, the more people will find your site. 


Necessary Content 

Let’s survey the kinds of web content that your site should include. Brochures and similar forms of sales material provide colorful, easy-to-skim overviews of your services. Press releases share in a formal manner your group’s latest triumphs. Member descriptions spell out qualifications for membership and the responsibilities involved. And blog posts provide an engaging platform for discussing all kinds of topics related to the work that you do. 


Stay Trendy 

To increase your site’s odds of attracting people who've never heard of your group, try including trending topics in many of your posts. The term “trending topics” refers to names and phrases that Internet users are currently discussing and searching for at a high rate; naturally, these topics change all the time. For example, if a certain football player who's now making headlines once stopped by your shelter for homeless youth, you might order a blog post that tells the behind-the-scenes story of his visit.


Make Your Website R.E.D. (Relevant, Emotional, and Data-Rich) 

There are three important qualities that web content for organizations, unions, and agencies should possess. These pieces should be relevant to readers' lives. They should be emotional. And they should include data. As far as relevance goes, your content must convince people that your work improves their lives — tangentially if not directly. For instance, if your group provides job training for at-risk teenagers, you could post blog entries or press releases that explain how this training ultimately reduces levels of crime throughout the community. 

Professional writers of outsourced content are masterful at appealing to people's emotions. Therefore, when you compose blog post directions for such a writer, you can briefly outline a true story about an individual whom your group has assisted; just be sure to use a fake name. For example, maybe your government agency recently helped a military veteran earn a college scholarship. The writer will take the information that you provide and craft a poignant and tightly-structured narrative. This piece can even close with a direct call to action, one asking for donations or suggesting that readers become full-fledged members of your group. 

Finally, send your outsourced content writer a few pieces of data — or ask this person to find data through research — and instruct him or her to weave those figures into the text. Numbers help your site establish authority, and they can provide a sense of the scope of your group’s work.


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