CiviCRM "Insights" (https://civicrm.com/insights) are intended to be big picture, longer form content that address broad topics, trends or issues.
The primary objectives of "Insights" include:
- Reclaim our own narrative and voice - when we are not active in producing content, others produce it (often wrongly) for us.
- Produce insightful, relevant content - provide users with high quality, authentic and relevant content that may help in their evaluation of any CRM.
- Optimize our brand - raise recognition of our brand and our community by developing and promoting high quality, relevant insights about CiviCRM, open source, and general nonprofit trends (to a lesser extent).
Process
- The Marketing Team will research relevant topics on a monthly or quarterly basis
- performing related search, competitor research, etc. to identify trends
- connecting with partners to determine "regional" opportunities, i.e. topics that may be specific to a region or to particular event
- The Marketing Team will solicit partner support in the development of articles
- The Marketing Team will develop an outline for partners to support content development objectives/efforts
- The partner(s) will be tasked with content development.
- The Marketing Team will provide final edits and revisions, include image work, meta data, etc.
- The Marketing Team will publisha and promote the insight.
Other
- Insights are produced by CiviCRM Partners and/or the CiviCRM Marketing Team
- Objective is to produce, on average, 1 insight per quarter
- Can be translated into other languages based on the relevance of the insight in the corresponding market
- Insights will be promoted via community communications and through official offsite channels