By: Kenn Dixon, M.A., CDMP, APR
Content only works when it gives people something they want. Yet many organizations still treat social media like a megaphone shouting about events, fundraisers, and internal achievements. That’s not content—that’s noise.
Value-first marketing flips the script. Instead of constantly asking your audience for attention or money, you give them something worth sticking around for. Educational posts. Behind-the-scenes glimpses. Quick wins. Micro-stories. Tools. Inspiration. Insight. Humor. Humanity.
Use the 70/20/10 rule:
• 70% helpful, relevant content that improves your audience’s life
• 20% engaging storytelling
• 10% direct asks
This builds trust long before you make the ask.
A great test for leaders: would you follow your own organization’s content? If not, it’s time for a refresh.
Plan content in themes so your feed becomes predictable in a good way. For example: Mondays = mission moments, Wednesdays = behind-the-scenes, Fridays = Q&A.
And please—stop treating your audience like walking wallets. Imagine a first date where someone asks you for money within five minutes. That’s how most organizational content feels.
When you lead with value, you don’t have to chase audiences. They come to you.
Call to Action: Build better relationships. Find more tools at www.dixongroupllc.com/resources.