Content Marketing Models

There are numerous content marketing models to help mission-driven organizations connect with their audiences, foster engagement, and drive meaningful action. Each offers a distinct framework, often designed to guide content creation, audience targeting, or strategic planning. While this guide will focus on five specific models, it’s essential to remember there’s no one-size-fits-all solution. Mission-driven organizations, nonprofits, and policy influencers must test and refine different approaches based on their unique goals and audience.

This guide covers the AIDA, NAITDASE, REAN, See-Think-Do-Care, and STDC models—five proven strategies that are particularly effective for mission-driven organizations. Each model can be applied to time-sensitive content, such as news articles or insights, as well as evergreen content, such as “Issues” or “Topics” sections of a site. Importantly, these models can be used in tandem to maximize impact. Some are better suited for driving immediate action, while others are ideal for nurturing long-term relationships with supporters.

The key takeaway? There is no perfect model—only the right model for the right content and audience. Let’s explore how these five models can help mission-driven organizations achieve their objectives.

AIDA

Attention, Interest, Desire, Action

AIDA is a well-known marketing model focusing on leading the audience from awareness to action. It’s particularly effective for compelling content designed to elicit immediate responses, such as donations, signups, or advocacy actions.

• Time-sensitive content example:
  • Attention: Start with a compelling headline that pulls readers in, such as “1 in 3 Children Lack Access to Clean Water.”
  • Interest: Develop interest with gripping facts or storytelling, perhaps including testimonials or real-world impacts.
  • Desire: Spark a desire to help through emotional appeals or highlighting how action has made a tangible difference in the past.
  • Action: Include a clear, strong call to action, such as “Donate Now” or “Join the Campaign.”
• Evergreen content example:
  • Attention: Use strong visual elements or engaging headlines to introduce key issues.
  • Interest: Provide detailed information, supported by case studies and data, to build depth.
  • Desire: Evoke a sense of responsibility or opportunity for the reader to make an impact.
  • Action: Promote consistent actions, like signing up for newsletters, volunteering, or donating.

NAITDASE

Need, Attention, Interest, Trust, Desire, Action, Satisfaction, Evaluation

NAITDASE is a more extended model, ideal for mission-driven organizations that rely on trust and long-term supporter relationships. It’s particularly useful for policy- or issue-focused content where credibility is vital.

• Time-sensitive content example:
  • Need: Start by framing a critical need, such as “Addressing the Global Hunger Crisis.”
  • Attention: Use bold, impactful stats to grab attention.
  • Interest: Build interest with detailed analysis, research, or expert opinions.
  • Trust: Reinforce trust by showcasing partnerships with respected organizations or certifications.
  • Desire: Appeal to emotional or logical desires to act, highlighting the positive results of past actions.
  • Action: Provide a direct pathway to take action: donate, sign petitions, or volunteer.
  • Satisfaction: After the action, reinforce the user’s choice by showing how their support makes an impact.
  • Evaluation: Offer follow-up communication to show the effectiveness of their support, like progress reports or success stories.
• Evergreen content example:
  • Need: Define the broad issue clearly, explaining why it’s urgent.
  • Trust: Use long-term statistics and expert partnerships to build credibility.
  • Action: Encourage ongoing participation through a clear call to action.
  • Evaluation: Regular updates or newsletters to inform supporters about ongoing progress.

REAN

Reach, Engage, Activate, Nurture

REAN is a cyclical model that focuses on building long-term relationships with an audience, making it highly effective for campaigns that require sustained engagement over time. It’s especially useful when nurturing a community around a cause.

• Time-sensitive content example:
  • Reach: Use a news article to introduce an issue to a broader audience through social media, emails, or digital advertising.
  • Engage: Offer interactive elements like downloadable resources, videos, or infographics to engage readers deeply.
  • Activate: Encourage the audience to take a specific action, whether that’s signing a petition, sharing content, or donating.
  • Nurture: Keep them engaged long-term through email updates, social media, or further resources.
• Evergreen content example:
  • Reach: Ensure the content is search-engine optimized to reach a wide audience.
  • Engage: Use in-depth, educational resources to engage users with the issue.
  • Activate: Ask the user to take a significant action like joining a campaign or donating.
  • Nurture: Provide ongoing updates through content, newsletters, or exclusive reports.

See-Think-Do-Care

This model breaks the audience’s journey into four distinct stages and is particularly helpful for fostering both awareness and long-term engagement. It emphasizes nurturing a relationship well beyond the first action.

• Time-sensitive content example:
  • See: A news article introduces the audience to a specific cause or issue, creating awareness.
  • Think: Provide thought-provoking data or stories, encouraging the reader to think about the issue’s broader impact.
  • Do: Present a specific action they can take immediately, such as sharing the article or donating.
  • Care: Continue the relationship with follow-up emails, updates on the issue, or new volunteer opportunities.
• Evergreen content example:
  • See: Content starts by simply presenting the issue, often with general information or introductory videos.
  • Think: In-depth articles or insights provide deeper exploration of the issue.
  • Do: Encourage participation, such as by joining mailing lists, signing petitions, or making donations.
  • Care: Continue nurturing through regular communication or exclusive content.

STDC

Strategy, Targeting, Delivery, Content

STDC focuses on the strategic planning of content for maximum impact. It’s ideal for organizations with multiple audience segments, each needing tailored messaging.

• Time-sensitive content example:
  • Strategy: Define the strategic goal of the content, such as driving legislative change or raising funds for a specific project.
  • Targeting: Craft the message to suit the audience, whether policymakers, activists, or corporate sponsors.
  • Delivery: Distribute the article through the right channels: email newsletters, social media, or direct outreach.
  • Content: Ensure the content is well-researched, credible, and compelling to the targeted audience.
• Evergreen content example:
  • Strategy: Ensure the site’s evergreen content aligns with long-term goals, such as education, advocacy, or donor retention.
  • Targeting: Customize sections of the website to different audiences, such as policy advocates, volunteers, and donors.
  • Delivery: Use SEO, paid search, or email to promote content.
  • Content: Develop authoritative, research-backed content that builds trust over time.

Using Multiple Models

These models are flexible and can be used together depending on the type of content and the desired outcomes. For example:

• AIDA can drive immediate action within REAN, where the focus moves to nurturing relationships after the first action is taken.
• See-Think-Do-Care works hand-in-hand with NAITDASE by focusing on the trust and long-term engagement that sustain action.
• STDC and REAN can collaborate by strategically planning campaigns that evolve from outreach (Reach) to nurturing an ongoing supporter base (Nurture).

By combining these models, organizations can tailor their content strategy to meet both immediate and long-term goals. Whether it’s a news article, policy insight, or evergreen issue page, aligning the right model with the right content maximizes engagement and drives meaningful action.

Conclusion

Content marketing for mission-driven organizations requires flexibility, creativity, and strategic insight. Testing different models, refining approaches, and being open to collaboration between strategies will ensure a more effective and sustainable content marketing plan. By understanding which model suits which type of content, organizations can achieve greater engagement, build trust, and create lasting impact with their supporters.