Content. noun. Words and/or images you post on the interwebs to prove you are “part of the conversation."

Content Marketing. verb. To post link baity stuff online so people will come to your website, then pay and/or like you.

If you’re in the charitable sector and you’ve read anything online about communications lately, then you’ll have heard about “content marketing”. Perhaps you’ve even heard that content marketing is the secret to untold success.

Here’s the truth: Content marketing is horrifying.

First and foremost, if you’re running a charity, you probably have limited resources and limited communications opportunities. Don’t waste what you have by creating “filler”. Use what you have to change lives.

Second, content marketing is about laying internet traps to lure in unsuspecting readers/ customers so you can sell them something different later. Good marketing is about creating a product or service that people actually need, desire, and can use. Don’t insult people interested in your cause by throwing fluff at them. Give them actual information and ideas.

Third, if you’re a nonprofit leader then your job is to improve conditions for others. Not to get rich. Not to get famous. Not to be popular. If you don’t have something of value to say this week, then it’s okay to shut up. Use that time to think up the actual ideas that will save the world.

Bottom line - your cause is too important to be more white noise.

Looking for background? Here's a post from Forbes that's good and creepy (unless you like newsy content buffets that amaze and delight. P.S. only people who play instruments in rock and roll bands in front of thousands of people on a regular basis are rock stars.)