How to Create the Right Church Content for the Right People
In the Bible, Jesus used parables to awaken the imagination and emotions of those who listened to his stories. It only makes sense for modern churches to use that teaching style to develop church content that resonates with those wanting to learn more.
If you're a church leader, you and your team already have your hands full with organizing events and services, seeking donations, reaching those who are seeking, and planning out sermons. So, of course, the idea of brainstorming and developing church blog topics can seem like an extra burden.
But here's a fact that can't be overlooked: According to Grey Matter Research, 17 million people visit church websites annually, even if they're not regular churchgoers. This presents an opportunity to attract new people to your church and, ultimately, share the gospel. And articles are one of the best ways to draw people in through your website.
So, you might be wondering…
- “How can we maximize our existing church content?”
- “How do we align our content to match the goals of our church?”
We're going to get into all of that and more.
Are Church Blogs Worth Having?
In a previous post, we talked about the internet's impact on religion. Building a blog for your church is one of the ways you can leverage the internet to expand your reach and connect with more people, even non-members of your church.
The Barna Group published a research study citing that 54% of millennials in the Church watch spiritual and faith-based videos and content online. It's no secret that many congregations also maintain a social media presence.
A blog is a great platform to generate relevant church content that helps you build a connection with an online audience. Regular nonprofits use content marketing to attract donors and supporters, and churches can do the same.
According to a HubSpot report, blogging can generate up to 55% more website visitors. Your church can also reap the same benefit if you develop the right strategy.
Why You Need Different Types of Church Content
There's no one-size-fits-all approach to creating and brainstorming blog topic ideas for your church. Developing a diverse array of church content is often one of the best strategies, and here's why…
- Content creation builds an organic platform to invite more people to your church. The ultimate goal of marketing and content creation is to expand the reach of your community and message. Practical and relevant content can attract more website and in-house visitors, growing your church community and the Body of Christ as a whole.
- Your content can be a centerpiece for discussion online. When you create content online, it is easy to share and distribute it. This unlocks the potential of discussing topics that address specific needs or issues for individuals or groups. You can leverage that to generate attention for your church online.
- Developing different types of content makes people feel heard and understood. The importance of using stories is crucial in church marketing. It's even more critical in content development to speak directly to your audience and appeal to their emotions.
- Creating different types of content enables you to establish connections outside the walls of the church building. It solidifies your pastoral presence within the lives of those who are part of your congregation and those who are seeking a church home.
- It allows you to address all segments of your audience. When you use a variety of content, you can address members, those looking for a church home, believers and non-believers, potential donors, and anyone else you want to attract. This is essential.
Your mission is to fulfill the Great Commission. The key is to create church content and make connections that foster a lasting and growing relationship. Jesus didn't come to be served but to serve (Matt 20:28). Look for ways to serve both those who are connected and those looking for connection.
What to Consider in Your Church Content Strategy
How do you develop a content strategy for your blog that drives people to your church?
To answer that question, let's discuss the 3 categories of church content you need to cover…
TOFU (Top-of-the-Funnel) Content
This type of content aims to build brand awareness and generate engagement from your target audience. Here, it's essential to remember that your target audience might not be familiar with your church or even religious topics.
So, at this stage of your content strategy development, your focus is to provide information or address a need or question. You don't worry about immediately converting your website visitors into church members, regular attendees, or donors at this stage. You want to aid them in their faith journey.
MOFU (Middle-of-the-Funnel) Content
In the middle of the funnel, you can position your church as a potential guide to address an individual's faith and religious needs. This type of church content is best for individuals who've been to your church website before.
Since they are returning visitors, they are more likely to look for more in-depth content. Therefore, it is important to post your church sermons, videos, podcasts, and other more relevant content that will feed their desire to know more about the message you are conveying.
But remember that this category still includes many people who are not yet members or regular attendees of your church. So, you need to keep church insider language to a minimum and always explain what it means when you use it. Think about adding calls to action in your content, but be sure they work for both members and non-members.
BOFU (Bottom-of-the-Funnel) Content
Bottom-of-the-funnel content typically involves direct communication with prospective church members. At this point, your audience has shown interest in your cause and your church's mission. Your BOFU content can cement their decision to get involved in your church and grow their faith further with you as their guide.
It's important to demonstrate the value that membership and involvement in your congregation can provide or to show the difference a donation for your cause will make. You can demonstrate that by sharing video content of your church services and community activities you're involved in as a congregation.
Another content idea is to use testimonial videos of donors and other church members. Nothing is more compelling than seeing people speak about how your organization has transformed their lives.
It's easier for people to connect with stories than with a well-crafted organizational statement.
How to Map Out Church Blog Topics for All
Discerning good church content ideas from not-so-good ones can be tricky. Use this guide to plan out your church's content marketing strategy…
1) Build Your Pillar Content
The pillar content on your church blog is evergreen content that serves as the starting point from which all other content flows. It is relevant for all segments of your audience, including those new to your church or faith.
This type of content typically consists of a long-form page or blog on a singular topic, with links to other articles, podcasts, e-books, videos, etc., that take a deeper dive.
2) Create Micro-Content
Micro-content is a repurposed version of the pillar content. As the name implies, it can be shorter blog posts that delve deeper into sub-topics from the pillar content. You don't need to create anything new here. It can be short excerpts, quotes, or highlights from the main content to focus more on the idea.
3) Focus on Local Content
Churches are about being in a community with other believers with a common mission. Therefore, developing local content that highlights activities within your community makes sense. This is a great way to encourage those in your local community to get involved and show them how you serve those inside and outside the church. It is also a nice way to encourage and appreciate those who volunteer and serve within your church.
4) Craft Short Devotional Content
Devotional content appeals to various segments of your audience. Many Christians often start their day with devotions; hence, this type of content makes sense to attract people at any point in their faith journey. It is also a great way to establish a relationship with your audience, especially if you post a weekly or daily series.
5) Answer Questions
The internet is filled with information that is available at the tip of your fingers. Don't you want your church to provide answers to some of those faith-related questions? It would not only help increase your church presence but also help you build a connection with those you are trying to reach.
Takeaway
Like in the stories that Jesus told when preaching God's Word, developing church content that appeals to your audience can be just what your church needs to achieve marketing success. But before building that content, you must also be aware of who could interact with it. Each segment requires a unique approach, and you must match your content accordingly. Are you ready to spread your mission and message? Tap into the expertise of our team of church marketing experts to align your content planning with your overall mission and goals.
At Viral Solutions we are committed to seeing YOU succeed. It is our goal to grow your business with proven digital marketing strategies that will help your business for the long haul.
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