INFOGRAPHIC: Purpose Driven Content Marketing


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At the intersection of Corporate Social Responsibility, Cause Branding and Content Marketing are deeply engaging story and content opportunities to Inspire Hearts, Inform Minds, and Influence Actions.

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INFOGRAPHIC: Purpose Driven Content Marketing

  1. 1. 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 “Today’s customer activists are well-informed, media-savvy and mobile… you must become a purpose-driven, social brand to build your reputation, employee productivity, customer sales and social impact.” Obligation 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 81 of employees consider Corporate Social Responsibility(CSR) when deciding where to work. 68 of employees do not think businesses do enough to instill a sense of meaningful purpose 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 62 What companies do for communities and society are all interconnected of consumers say they use Social Media to address or engage with companies around CSR 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 PART B Cause Marketing /Branding 71 76 of consumers think it’s OK for brands to support good causes and make money at the same time 91 A business relationship in which a corporation and a nonprofit form a partnership that results in increased business for the corporation and a financial or marketing return for the nonprofit would help a brand promote their products or services if there is a good cause behind them of global consumers would switch brands if a different brand of similar price and quality supported a good cause And most importantly for our purposes: PART C of global consumers think it is important for companies to make them aware of their efforts to address societal issues 80 Content Marketing of consumers feel better about a company that delivers custom content and are more likely to buy from that company 61 78 of consumers believe that organizations providing custom content are interested in building good relationships with them TOP3 The process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience The ranking of “interesting content” as a reason people follow brands on social media 78 PART D of CMOs think custom content is the future of marketing The Opportunity Corporate Social Responsibility Compelling Content Initiatives Cause Marketing 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 actions 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 purpose-driven initiatives by measuring and reporting outcomes LIVES IMPROVE THE BOTTOM LINE IMPROVE IMPROVE THE 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 Simon Mainwaring’s Marketing 3.0 Infographic 2012 Edelman GoodPurpose ® Study FusionSpark Media creates compelling marketing communications and content marketing strategies for nonprofits, businesses, and government agencies. 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 360-221-4001 (Langley, Wa Office) 609-714-1754 (Medford, NJ Office) 2013 Deloitte Core Beliefs & Culture Survey 2013 Cone Communications / Echo Global CSR Study Content Marketing Institute For Momentum’s Cause Marketing Terminology Field Guide In Partnership With: