Cultural and demographic shifts are playing a significant role in shaping this direction, particularly as Millennial’s values play a greater role in their purchase decisions as well as employment choices compared to previous generations.
[Share your purpose on our “What’s Your Purpose?” Facebook Page]
Explore the following insights in books, webinars, infographics and articles to learn why purpose is such a powerful driver of content initiatives.
The Purpose Economy
This book by entrepreneur Aaron Hurst explains the patterns in the economy that points to purpose as an important driver of relationships between businesses and consumers.
The Path to Engagement is Paved with Purpose [Recorded Webinar]
In this webinar, Russell Sparkman of FusionSpark Media and Robert Rose of Content Marketing Institute provide insight into the “business” purpose of content, the “utility” purpose of content and the “greater good” purpose of content.
Purpose-Driven Content Marketing: Brands that Give and Get
This Content Marketing Institute blog post discusses how a purpose-driven content marketing strategy is a way to build bonds between brands and customers.
Why Purpose-Driven Brands Will Win Marketing 3.0 [Infographic]
Simon Mainwaring shows how and why the “good” that a company does becomes a part of its competitive advantage.
B2B: Why It’s Time for a Purpose-Driven Brand Strategy
Customers are being drawn closer to businesses through more meaningful and gratifying relationships.
How General Mills is Creating a Content Factory
“Brand Purpose” anchors General Mills‘ content marketing activities and purpose-building exercises are key to its content strategy.
Internet Trends 2014 for Marketers
Venture capital firm Kleiner, Perkins, Caulfield & Byers identifies purpose-driven content as a key takeaway from recent research.
Combining Purpose with Profits
This MIT Sloan Management Review article discusses the role of purpose in motivating employees and how profit follows as a consequence.
Why Your Company Must Be Mission Driven
The Gallup Business Journal discusses how purpose drives customer engagement and boosts company performance.
How Nestle Combined Purpose and Product to Win at Social Marketing
Nestle used animated rapping babies extolling the virtues of breastfeeding in this example of purpose-focused content marketing.
What Your B2B Content Marketing Strategy is Missing
Along with a documented content marketing strategy, B2B marketers are missing content with a clear purpose.
Powerful Insight Leads to Inspiring Purpose for Brands and Leaders
Marketing Magazine describes how insight leads to purposeful content that creates inspirational brand experiences, building engagement and relationships with customers.
Is Marketing Product, Promotion or Purpose?
This Social Media Today article describes why Purpose is one of the new “Ps” of marketing
The Ultimate Marketing Machine
This Harvard Business Review article discusses how data-driven, purpose-focused marketing boosts sales