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Purpose-focused Communications

Does Purpose Play a Role in Your B2B/B2C Content Strategy? If Not, Here’s Why It Should.

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UPDATED: February 2017

There is compelling evidence ranging from business and academic research to real world case studies that shows that purpose-focused content is the future of brand engagement.

This movement is well underway, with major brands such as Unilever and Chipotle experiencing success in content marketing by tapping into a rich vein of purpose-focused content ideas.

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.

[INFOGRAPHIC] How to Improve Lives and the Bottom Line through Content Marketing

Answers to the question “What’s Our Purpose?” can be an effective approach to conceptualizing content that engages both the heart and the mind. This infographic illustrates how and why you should create a purpose-focused content marketing engine.
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Cause Talk Radio: Starbucks Launches New Cause Content Platform Upstanders

FusionSpark Media CEO Russell Sparkman is interviewed by Cause Talk Radio about the strategic and tactical connection between Purpose and Content Marketing, touching upon the Starbucks Upstanders project as an example of purpose-focused, brand-sponsored storytelling done well.
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Purpose-focused Content Marketing: Content Marketing World Presentation 2016

This is the companion blog post to Russell Sparkman’s 2016 Content Marketing World presentation about which people said “Inspiring. More people need to hear that message,” and “This was one of the most detailed, helpful sessions of my conference.
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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.
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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.
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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.
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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.
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B2B: Why It’s Time for a Purpose-Driven Brand Strategy

Customers are being drawn closer to businesses through more meaningful and gratifying relationships.
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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.
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Internet Trends 2014 for Marketers

Venture capital firm Kleiner, Perkins, Caulfield & Byers identifies purpose-driven content as a key takeaway from recent research.
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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.
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Why Your Company Must Be Mission Driven

The Gallup Business Journal discusses how purpose drives customer engagement and boosts company performance.
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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.
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What Your B2B Content Marketing Strategy is Missing

Along with a documented content marketing strategy, B2B marketers are missing content with a clear purpose.
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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.
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Is Marketing Product, Promotion or Purpose?

This Social Media Today article describes why Purpose is one of the new “Ps” of marketing
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The Ultimate Marketing Machine

This Harvard Business Review article discusses how data-driven, purpose-focused marketing boosts sales
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Source: Harvard Business Review

Source: Harvard Business Review