Crafting Purpose-focused Food & Lifestyle Brands

Purpose-focused B2B Content Marketing: MAPI Webinar



This is the companion blog post to the “Purpose-focused Content for B2B Marketing” webinar presented by Russell Sparkman for the Manufacturers Alliance for Productivity and Innovation.

The on-demand version of the recorded webinar can be viewed here.

Statistics, Trends

Social Impact Statistics That You Should KnowView List

If you work at the intersection of profit and purpose, you undoubtedly need quick access to research to support your daily work, whether you’re presenting to the C-Suite or potential partners. When it comes to brand purpose and corporate social responsibility, there’s a growing mountain of evidence that links doing well and doing good. Here are a few top-line cause marketing and social impact statistics from 2016 – 2018 you’ll want to share.” Source: Engage for Good


8 Principles of Purpose-focused Content Marketing

Mission and goals are transactional statements about the business. Purpose is more transcendental, related to the company’s impact.

Purpose can be about core values, or about providing practical value.

Purpose can and should be a shared value between your employees and your customers.

Your purpose is uniquely your, not easily replicated, giving you competitive advantage.

Purpose is about showing that you care.

Your purpose is part of the conversation about your brand and your culture.

It’s not enough to be trustworthy. You have to be meaningful, too.

Purpose is about improving lives, while improving the bottom line.

Cited Blog Posts from the Webinar

FusionSpark Media’s Content that Matters blog has research, analysis and case studies about purpose-focused content marketing. The full blog can be reached here, or you can go directly to the stories cited in the webinar by following the links below.

TELUS Walks with SandwichesRead Post 

A Story about Improving Lives puts a Shine on AppleRead Post

How Patagonia Turned Good Deeds into Good Content and Why That’s a Good ThingRead Post

Massive Mob Overwhelms Cop (in a nice way!) –  Read Post

Starbuck’s Upstanders:  Purpose-focused Storytelling about Our Shared HumanityRead Post

Panamei Journey: Seafood Brand Hooks into Purpose-focused ContentRead Post

Purpose Sparks Lincoln Electrics B2B ContentRead Post


Presenter: Russell Sparkman, CEO, FusionSpark Media, Inc.

Russell Sparkman is an award-winning, purpose-focused communications pioneer whose client list includes Apple, Toyota, Epson, Wyeth Pharmaceuticals, American Liver Foundation, Florida Department of Environmental Protection, and many smaller nonprofits and small-to-medium businesses.

From promoting consumer brand products to promoting causes ranging from environmental protection to protecting women and girls against violence, Sparkman’s projects have always been purpose-focused. Recognition and awards for this work have come from the Society of Environmental Journalists, the Jackson Hole Wildlife Film Festival, the Webbys, W3Awards, Davey Awards, and induction into the Computerworld Honors program (in partnership with the Smithsonian) for the use of information technology to address social issues.

Sparkman is a sought-after speaker on the topic of applying purpose to digital marketing strategies and is a Keynote Track Speaker at Content Marketing World, a gathering of over 3500 senior level marketers from small businesses to Fortune 500 companies.

In 2016, Sparkman successfully led the effort at FusionSpark Media to become a Certified B Corp.

Would you like to explore how your brand purpose can be translated into Content that Matters? Contact Us to learn more!