Church Communications: Content Marketing for the Church

This is a concept to go the second mile, beyond those well-known approaches, to serve people with things that will help them, add value to their lives, and provide an avenue for us to ultimately point them to Christ.

Church Communications: Content Marketing for the Church
It’s important to note that this is not a campaign to get rid of some of the more traditional methods that we often use to get the word out about our churches. Billboards, mailers, radio spots, flyers in coffee shops, can all be effective, when done well and in the right context.
Church Communications: Content Marketing for the Church
It’s important to note that this is not a campaign to get rid of some of the more traditional methods that we often use to get the word out about our churches. Billboards, mailers, radio spots, flyers in coffee shops, can all be effective, when done well and in the right context.

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Much of the buzz in communications circles these days centers around content marketing - providing value to people at a low cost (i.e., “free”) in the hopes that you can loop them into your email list/social media accounts/blog/etc., and turn them into a lifelong customer, who will be willing to pay for your products down the road.

The problem with many traditional methods of marketing is that it’s difficult to measure your return on investment, or ROI.

In the church, we have a prime opportunity to create content that meets and engages people where they are.

At the end of the day, the ultimate goal of creating valuable content is to serve our communities and our people; not to just get them to sign up for an event or give financially. By adding value, earning their trust, and speaking the truth in love, the hope is that they will see our churches as a place that offers them what is most important in their lives.

It’s important to note that this is not a campaign to get rid of some of the more traditional methods that we often use to get the word out about our churches. Billboards, mailers, radio spots, flyers in coffee shops, can all be effective, when done well and in the right context. Rather, this is a concept to go the second mile, beyond those well-known approaches, to serve people with things that will help them, add value to their lives, and provide an avenue for us to ultimately point them to Christ.

Look at How You Can Add Value

For many of us, it’s difficult to look at how we can create more content, especially when most of our resources are already tied up in creating Sunday worship gatherings.

Fortunately, much of our content is already created for us, in the form of Sunday services, Bible studies, worship songs, and the like. Simply repackaging these “content hubs” into smaller, bit-sized pieces is an easy way to add value throughout the week, without taking up much valuable time and resources.

If you have the capacity, host a brainstorming session for additional content. What are the things the people you are connected to, are struggling with? How can you speak specifically to those within your community? Don’t limit yourself to what your people experience in your church on Sundays. Figure out how you can speak into their lives on a Wednesday. It can be suggestions for family devotions, a short mini-series on managing their money, or any number of other topics.


More About Greg Saffles
Greg Saffles is the Creative Director at Shoreline Church in Knoxville, Tenn. He has a passion for using environments in the local church to display the glory of God. Previous to Shoreline, he spent four years as lighting designer at Long Hollow Baptist Church in Hendersonville, Tenn. During this time, he discovered a passion for using production to bring glory to God, the use of technology within the church, and for the creative process as a whole.
Get in Touch: greg@shorelineknox.com    More by Greg Saffles

Latest Resource

Worship Facilities Magazine, March-April 2018
The March-April 2018 issue of Worship Facilities Magazine offers articles about how to prepare, prevent and respond to church violence, a look into what church management software can do for your church community, and a piece on how a once popular nightclub venue was transitioned to become Shoreline Church's new home.


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