UPDATED: February 2017
This is the companion blog post to Russell Sparkman’s “Content that Matters” session at Content Marketing World in Cleveland, OH, September 8, 2016.
Here are some of the evaluation comments Russell received for this presentation:
- Inspiring. More people need to hear that message.
- This was one of the most detailed, helpful sessions of my conference. Thank you!
- Love Russell’s view. The purpose driver is strong with tremendous self-sustaining potential.
- Terrific perspective on creating content that’s meaningful — PURPOSE-focused content. Yes, yes, YES!
- One of the best speakers and content, yet. invite him back.
This post contains the following:
- Prepared tweets for the Content That Matters session
- FusionSpark Media’s relevant content about purpose
- A list of related books
- A list of related external resources
Prepared Tweets for the Content That Matters Session
The following set of prepared tweets accompanies Russell Sparkman’s First, Find Your Mission: How to Use Brand Purpose to Drive Content Marketing session, Thursday, September 8, 2016 (it’s a Lunch & Learn session).
8 Essentials of Purpose-Focused Content Marketing:
The following are the 8 essentials of purpose-focused content marketing. By addressing these 8 essentials, you have the foundation for consistently creating and distributing Content that Matters.
Mission and Goals are about your business; Purpose is outward facing, focused on your customers.
Purpose can be about values, or about providing practical value.
Your purpose is uniquely yours, not easily replicated, giving you competitive content advantage.
Purpose can, and should be, a shared value with your employees & customers.
Your purpose becomes part of the consumer conversation about your brand.
Purpose-focused content is about showing that you care.
Purpose is about improving lives while improving the bottom line.
It’s not enough for businesses to be trustworthy, they have to be meaningful.
FusionSpark Media’s Related Resources:
The following links are to Purpose-Focused Content Marketing related blog posts, curated content and infographics that we’ve produced.
Purpose-Focused Content Marketing – Pinterest Board
Content that Matters: How the Path to Engagement is Paved with Purpose – Blog Post
How Answering One Simple Question Can Unlock the Most Engaging Content Ideas – Blog Post
What CEOs Need to Know About Purpose-Focused Content Marketing – Blog Post
BrandZ Research Cites Purpose As a Driver of Value – Blog Post
How to Improve Lives and the Bottom Line through Content Marketing – Infographic
Purpose-related Research and Reports:
The following links are to respected marketing communications and business research firm’s reports on the role of purpose, trust and values in business.
Edelman Business & Social Purpose
Cone Communications Global CSR Study
2015 Cone Communications Milennial CSR Study
Deloitte Our Purpose, Our Impact Study
Millward Brown BrandZ Top 100 Global Brands
Purpose and Values Related Business and Marketing Books:
The following links are to books that we have helped influence our opinions about the need to create Content that Matters:
Contagious: Why Things Catch On, by Jonah Berger
Selling with Noble Purpose, by Lisa Earle McLeod
The DNA of Customer Experience, by Colin Shaw
Win-Win for the Greater Good, by Bruce W. Burtch
Delivering Happiness, A Path to Profits, Passion and Purpose, by Tony Hsieh
Authenticity: What Customers Really Want, by Gilmore and Pine
To Sell is Human, by Daniel Pink
Drive, The Surprising Truth About What Motivates Us, by Daniel Pink
Marketing 3.0, by Phil Kotler, et. al.
Good Works, by Phil Kotler, et. al.
From Survival to Significance, by Jeremy Waite
Content, Inc., by Joe Pulizzi
Experience, the 7th Era of Marketing, by Robert Rose, et. al.