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.

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
http://bit.ly/145YMrh
2012 Edelman GoodPurpose ® Study
www.edelman.com/insights/intellectual-property/good-purpose/
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
www.havasmedia.com/meaningful-brands
www.FusionSpark.com
@FusionSpark
Info@FusionSpark.com
360-221-4001 (Langley, Wa Office)
609-714-1754 (Medford, NJ Office)
2013 Deloitte Core Beliefs & Culture Survey
http://bit.ly/K6T7Tb
2013 Cone Communications / Echo Global CSR Study
www.conecomm.com/global-csr-study
Content Marketing Institute
http://contentmarketinginstitute.com/
For Momentum’s Cause Marketing Terminology Field Guide
www.formomentum.com/AboutCauseMarketing/CauseMarketingTerminology.aspx
In Partnership With: