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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Decide on Your Mediums

Once you have a message to say, what is the most effective way to say it?

There’s no one-size-fits-all communications system or plan. Odds are, you could already guess where most of your audience is. But don’t hesitate to reach out and set up a time for a focus group, to brainstorm the most effective ways to reach people.

Ultimately, this comes down to effective stewardship. If you’re going to be spending time and money crafting shareable graphics, you want to make sure that they will be able to be seen and engaged with.

If you’re going to write a blog post, make sure that it’s going to be read. Do some research on common media channels - social media, blogs, video hosting sites, and determine the most effective two or three channels for your audience. It’s always easier to start small and build out your channels, than it is to start big and struggle to keep each one updated and fresh.

Evaluate Engagement

Once your content is out there, find out what’s resonating with your audience. See how people are engaging. Are people commenting on a particularly meaningful blog post on temptation? Consider expanding that into a larger series on the things we struggle with.

If something doesn’t receive much engagement, it’s worth asking if it was the wrong message, or perhaps the right message delivered at the wrong time. Evaluate if you simply posted at a bad time, like late in the afternoon on a Friday, for example. This step in the process can be daunting, because results usually aren’t immediate. But it is critical to ensuring that your time and energy is being well spent in the long run.

The problem with many traditional methods of marketing is that it’s difficult to measure your return on investment, or ROI. But with the advent of the digital age and the spread of digital marketing, it makes evaluating and measuring your posts and campaign a seamless experience.

There’s lots of free and cheap resources available for evaluating engagement. Facebook has natively analytics tools built in, Google Analytics is available for your website, and tools like Hootsuite, Buffer, and Sprout Social can help measure the impact of your social reach and posts.


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

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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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