Part 2: 5 Marketing Skills Ministry Leaders Must Own

Chess king
(Flickr )

Leaders of ministries are usually strong producers of regular messages.

The question today is whether messages delivered in a formal presentation constitute "content" as it relates to marketing. I don't think a message to a defined group of "regulars" is the type of content useful for attracting new followers.

Would we consider the words spoken to a group of athletes during a pregame locker room speech to be content suitable for attracting an audience to the game? On some level, perhaps others would be interested in the speech but at a very low level of interest and usually because of curiosity rather a need to know. The locker room chat isn't relevant to the game experience.

Content answers questions, provides solutions or offers a benefit.

Get Spirit-filled content delivered right to your inbox! Click here to subscribe to our newsletter.

If we post our latest sermon online, let's not settle into a delusion that we are providing content. Certainly, it's fine to post messages for the convenience of our members but will most sermons really be useful for attracting visitors? As a whole, I don't think so.

Content is specific to the target audience. We may use social media to drive people to our website and hope that our message is compelling enough to gain a visitor. But ideally our website will deliver an experience similar to what a visitor would feel in the service.

Content delivers an experience, a feeling. The website doesn't "feel" like a website. The content is delivered in a flow rather an unending series of web pages about programs, facilities and product descriptions. Visitors only want to know about your product when they know, like, and trust YOU.  

How can your content create feelings? Tell stories. Don't tell me about when and where your youth group meets until you tell me about how transformation is occurring in your youth program. Pictures are relevant in the context of a story. I frequently see brochures, flyers and websites filled with pictures but very little content. Pages of pictures don't add much to the overall content.

Words matter. God's Word is without pictures except for the images created in our own minds. Even when I watch great movies and television shows about the life of Jesus, I feel the images are far less moving than the pictures painted by the Holy Spirit as I read His Word. 

Today's exercise is to review all of your marketing material with a new eye. Does your content deliver a message of hope? Will my heart rate increase when I read about your mission? Are the stories you tell relevant to where your target audience lives their lives? Do you pose and answer the right questions?

Look again at your website and all of your communication tools. Does your content create an experience that delivers a feeling?

Content is king!

Tomorrow:  Are you intentional about your platform?

"Jesus said to him, ' 'You shall love the Lord your God with all your heart, and with all your soul, and with all your mind.' This is the first and great commandment. And the second is like it: 'You shall love your neighbor as yourself.' On these two commandments hang all the Law and the Prophets' " (Matt. 22:37-40).

Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, Love Leads.

Get Spirit-filled content delivered right to your inbox! Click here to subscribe to our newsletter.

Dr. Steve Greene is now sharing stories, teachings, and conversations with guests who lead with love on Love Leads, a new podcast. Listen now.

Help Charisma stay strong for years to come as we report on life in the Spirit. Become an integral part of Charisma’s work by joining Charisma Media Partners. Click here to keep us strong!

Dr. Mark Rutland's

National Institute of Christian Leadership (NICL)

The NICL is one of the top leadership training programs in the U.S. Enroll in the FREE Mini-Course to experience Dr. Rutland's training for yourself and then enroll for the full training that will change your life and ministry.

FREE NICL MINI-COURSE - Enroll for 3-hours of training from Dr. Rutland's full leadership course. Experience the NICL and decide if this training is right for you and your team.

NICL Training offered in FL, TX and GA - Learn everything you wish someone had taught you about business and ministry before you finished seminary. Gain the knowledge that will help propel your life and ministry to the next level as you implement practical lessons from Dr. Rutland's training. Training Dates and Details.

The NICL Online is a brand new option for those church and ministry leaders who cannot attend the in-person training. Now, you can receive all 60-hours of Dr. Rutland's training from the comfort of your home or ministry for a full year. Learn more about NICL Online.

Your Turn

Comment Guidelines
View/Add Comments
Charisma Leader — Serving and empowering church leaders