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Creating a Purpose Driven Content Engine

HOW TO IMPROVE LIVES & IMPROVE THE BOTTOM LINE through – CONTENT MARKETING A Purpose-Driven Content Engine Introduction Consumers are Pressuring Brands to Be About Something Greater Marketing Communications Professionals Than Selling a Product or Service Have an Obligation "Today's customer activists are well-informed, media-savwy and mobile... you must become a purpose-driven, social brand to build your reputation, employee productivity, customer sales and social impact." to Help Their Companies Do Well, While Doing Good Simon Mainwaring Founder, We First "Communicators will have a profound influence on how the next 20-30 years will turn out. People need honest communication. You can do that." President Clinton Speaking to marketers, at Cannes Lions Festival of Creativity, 2012 Content Marketers Are Uniquely Qualified To Lead Through Purpose-Driven Content "Purpose-driven, branded content is a proven approach for authentically connecting brands to meaningful causes. This creates opportunities for remarkably useful and engaging content through enterprise and non-profit partnerships." Joe Pulizzi Founder, Content Marketing Institute To Create a Purpose-Driven Content Engine, Assemble the Following: PART A Corporate Social Responsibility What companies do for communities and society are all interconnected 8/% of employees consider Corporate Social Responsibility(CSR) when deciding where to work. 11011111 of employees do not think businesses do enough to instill a sense of meaningful purpose 68% A culture of purpose ensures that management and employees alike see each as a reason to go to work every day, and influences customer brand preferences in their work culture 87% of global consumers believe that business needs to place at least equal weight on society's interests as on business interests of consumers say they use Social Media to address or PART B 62% engage with companies around CSR Cause Marketing /Branding would help a brand promote their products or services if there is a good cause behind A business relationship in which a corporation and a nonprofit form a partnership that results in increased business for the them of consumers think it's OK for 76 brands to support good causes and make money at the corporation and a financial or marketing return for the nonprofit same time of global consumers would switch brands if a different 91% brand of similar price and quality supported a good cause And most importantly for our purposes: of global consumers think it is important for companies to make them aware of their efforts to address societal issues PART C 08 Content Marketing of consumers feel better about a 61% company that delivers custom content and are more likely to buy from that company 78% of consumers believe that organizations providing custom content are interested in building good relationships with them The process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience TOP3 The ranking of “interesting content" as a reason people follow brands on social media PART D 78% of CMOS think custom content is the future of marketing The Opportunity Corporate Social Cause Compelling Content Initiatives Marketing Responsibility Live at the Intersection of Corporate Social Responsibility, Cause Marketing and Content Marketing Content Marketing Here's What You Need To Succeed: GET REAL ABOUT AUTHENTICITY Tell stories about real people, doing real things, in alignment with brand mission, core values and vision INSPIRE, INFORM and INFLUENCE Offer purpose-driven content that solves problems and influences the audience to take aclions COLLABORATE OVER CAUSES Build brand and non-profit alliances through cause-related content initiatives that reach customers and employees alike PUT ENGAGE INTO ENGAGEMENT Go beyond the blog to creative interactive experiences that drive meaningful and measurable engagement MEASURE AND REPORT Ensure ongoing funding for purp0se-driven initiatives by measuring and reporting outcomes IMPROVE IMPROVE THE IMPROVE THE LIVES BOTTOME WORLD Sources: Infographic by: We'd like to thank the following people, companies and resources for the passion and care they've put into the topics of Corporate Social Responsibility, Cause Marketing and Content Marketing. Google 'em! FusionSpark Media FusionSpark Media creates compelling marketing communications and content marketing strategies for nonprofits, businesses, and government agencies. Simon Mainwaring's Marketing 3.0 Infographic 2012 Edelman GoodPurpose ® Study Our roots run deep in the development of purpose-driven storytelling and functional content that informs, inspires and influences audiences. Havas Media “Meaningful Brands" Global Report @FusionSpark [email protected] 360-221-4001 (Langley, Wa Office) 609-714-1754 (Medford, NJ Office) 2013 Deloitte Core Beliefs & Culture Survey http://bitly/K6T7Tb FusionSpark 2013 Cone Communications/ Echo Global CSR Study MEDI'A In Partnership With: Content Marketing Institute http://contentmarketinginstitu CONTENT For Momentum's Cause Marketing Terminology Field Guide cm MARKETING INSTITUTE

Creating a Purpose Driven Content Engine

shared by FusionSpark on Sep 11
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How to Improve Lives & Improve the Bottom Line through Content Marketing is about how to create momentous content initiatives at the intersection of Corporate Social Responsibility, Cause Marketing an...


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