Crafting Purpose-focused Food & Lifestyle Brands

Purpose-focused Content Marketing: Content Marketing World Presentation 2016

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 PurposeBlog Post

How Answering One Simple Question Can Unlock the Most Engaging Content IdeasBlog Post

What CEOs Need to Know About Purpose-Focused Content MarketingBlog Post

BrandZ Research Cites Purpose As a Driver of ValueBlog 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

Havas Meaningful Brands

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.