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Purpose-focused Storytelling

The Path to Engagement is Paved with Purpose

Co-presented by Robert Rose, Chief Strategist, Content Marketing Institute and Russell Sparkman, FusionSpark Media, Inc.

Recorded on:

August 26, 2014
11:30 – 12:30 PT / 2:30 – 3:30 ET

About this Recorded Webinar

When it comes to marketing today, online or offline, the name of the game is building engagement, the type of engagement that converts to actions, from product or service sales if you’re a business, to fundraising and advocacy if you’re in the nonprofit world.

But engagement, true engagement, can be elusive.

In this webinar, content marketing and storytelling enthusiasts Russell Sparkman and Robert Rose will discuss and demonstrate how marketers use purpose to not only create content marketing initiatives that drive engagement, but how to do it based upon sound business decisions.

Russell and Robert will draw upon their own work, as well as that by others, to support the webinar’s primary topic.

Topics Discussed Include:

  • How to identify what business purpose your content or content marketing fulfills
  • How to use purpose-focused marketing to solve problems for prospects and customers
  • How to leverage purpose-focused marketing to create “greater good” content that drives engagement
  • The role a purpose-focus serves in strengthening customer and employee loyalty

About the Hosts

Russell Sparkman, CEO / Producer

FusionSpark Media, Inc.

Russell_Headshot_HatRussell Sparkman has been a practitioner of story-based, purpose-focused Content Marketing since long before the term became part of the marketer’s modern lexicon. Starting with the launch of One World Journeys in 2000 as a branded content experience for Seiko Epson corporation, Russell has been a content strategist, information architect, executive producer, photographer and videographer for a range of B2B, B2C, Nonprofit and Government clients and projects.

Russell’s passion is creating and delivering highly shareable, purpose-focused content that is aligned with measurable goals and desired outcomes. Russell has been a featured presenter and workshop leader at Content Marketing World, American Marketing Association Nonprofit Conference, Social Media Summit, Intelligent Content Conference and is the producer of the annual Content Marketing Retreat.

Outside of the office, Russell enjoys time with his wife and teens, his pets, and playing bass guitar in blues rock ensembles. @FusionSpark

Robert Rose, Chief Strategist

Content Marketing Institute

RobertRoseRobert is in the business of helping marketers become stellar storytellers.

As the Chief Strategist for the Content Marketing Institute, and Senior Contributing Analyst for Digital Clarity Group, Robert innovates creative and technology strategies for large companies such as 3M, Abbot Laboratories, AT&T, Allstate Insurance, Staples and Petco – helping them tell their story more effectively.

Robert was recently named #6 in the top fifty influencers in Content Marketing. He is a regular columnist for EContent Magazine, and a contributor to Chief Content Officer magazine, iMedia Connection and CMSWire.  He co-hosts the podcast This Old Marketing with Joe Pulizzi and Robert’s book with Joe, Managing Content Marketing, is widely considered the “owner’s manual” of the content marketing process.  It’s been translated into multiple languages and spent two weeks as a top ten marketing book on Amazon.com since its debut in 2011.