INFOGRAPHIC: Purpose Driven Content Marketing

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A Purpose-Driven Content Engine Introduction What companies do for communities and society are all interconnected HOW TO IMPROVE LIVES & IMPROVE THE BOTTOM LINE throug h CONTENT MARKETING LIVES IMPROVE WORLD IMPROVE THE BOTTOM IMPROVE THE LINE “Today’s customer activists are well-informed, media-savvy and mobileyou must become a purpose-driven, social brand to build your reputation, employee productivity, customer sales and social impact.” “Communicators will have a profound influence on how the next 20-30 years will turn out. People need honest communication. You can do that." Founder, We First Simon Mainwaring "Purpose-driven, branded content is a proven approach for authentically connecting brands to meaningful causes. This creates opportunities for remarkably useful and engaging content through enterprise and non-profit partnerships. " Founder, Content Marketing Institute Joe Pulizzi President Clinton Speaking to marketers, at Cannes Lions Festival of Creativity, 2012 Something Greater Brands to Be About Than Selling a Product or Service Obligation Communications Professionals Have an to Help Their Companies Do Well, While Doing Good Marketers Content Are Uniquely Qualified To Lead Purpose-Driven Content Marketing Through Consumers are Pressuring A business relationship in which a corporation and a nonprofit form a partnership that results in increased business for the corporation and a financial or marketing return for the nonprofit A culture of purpose ensures that management and employees alike see each as a reason to go to work every day, and influences customer brand preferences The process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience PART A To Create a Purpose-Driven Content Engine, Assemble the Following: Corporate Social Responsibility of employees consider Corporate Social Responsibility(CSR) when deciding where to work. 81 68 87 of employees do not think businesses do enough to instill a sense of meaningful purpose in their work culture 62 of consumers say they use Social Media to address or engage with companies around CSR of global consumers believe that business needs to place at least equal weight on society’s interests as on business interests PART B PART C Cause Marketing /Branding 71 76 91 of consumers think it’s OK for brands to support good causes and make money at the same time would help a brand promote their products or services if there is a good cause behind them 80 of global consumers think it is important for companies to make them aware of their efforts to address societal issues of global consumers would switch brands if a different brand of similar price and quality supported a good cause And most importantly for our purposes: PART D Content Marketing The Opportunity Corporate Social Responsibility Cause Marketing Content Marketing Compelling Content Initiatives Live at the Intersection of Corporate Social Responsibility, Cause Marketing and Content Marketing Here’s What You Need To Succeed: GET REAL ABOUT AUTHENTICITY Tel l storie s about real people, doing r eal things, in alignment wi th brand mission, core values and vi sion INSPIRE, INFORM and INFLUENCE Offer purpe-driv en content that solve s problems and influences the audi enc e to take acti ons COLLABORATE OVER CAUSES Build brand and non-profit alliances through cause-r elated content ini tiatives that reach cus tomers and employees alike 61 78 3 TOP of consumers feel better about a company that delivers custom content and are more likely to buy from that company of consumers believe that organizations providing custom content are interested in building good relationships with them 78 of CMOs think custom content is the future of marketing The ranking of “interesting content” as a reason people follow brands on social media PUT ENGAGE INTO ENGAGEMENT Go beyond the blog t o creativ e int eractiv e periences that drive meaningl and measurable engagement MEASURE AND REPORT Ensure ongoing nding for purpe-driv en i nitiatives by measuring and reporting outcome s Sources: We’d like to thank the following people, companies and resources for the passion and care they’ve put into the topics of Corporate Social Responsibility, Cause Marketing and Content Marketing. Google ‘em! Simon Mainwaring’s Marketing 3.0 Infographic http://bit.ly/145YMrh 2012 Edelman GoodPurpose ® Study www.edelman.com/insights/intellectual-property/good-purpose/ Havas Media “Meaningful Brands” Global Report www.havasmedia.com/meaningful-brands 2013 Deloitte Core Beliefs & Culture Survey http://bit.ly/K6T7Tb 2013 Cone Communications / Echo Global CSR Study www.conecomm.com/global-csr-study Content Marketing Institute http://contentmarketinginstitute.com/ For Momentum’s Cause Marketing Terminology Field Guide www.formomentum.com/AboutCauseMarketing/CauseMarketingTerminology.aspx Infographic by: FusionSpark Media FusionSpark Media creates compelling marketing communications and content marketing strategies for nonprofits, businesses, and government agencies. Our roots run deep in the development of purpose-driven storytelling and functional content that informs, inspires and influences audiences. www.FusionSpark.com @FusionSpark [email protected] 360-221-4001 (Langley, Wa Office) 609-714-1754 (Medford, NJ Office) In Partnership With:

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At the intersection of Corporate Social Responsibility, Cause Branding and Content Marketing are deeply engaging story and content opportunities to Inspire Hearts, Inform Minds, and Influence Actions.

Transcript of INFOGRAPHIC: Purpose Driven Content Marketing

Page 1: INFOGRAPHIC: Purpose Driven Content Marketing

A Purpose-Driven Content Engine

Introduction

What companies do forcommunities and society

are all interconnected

HOW TO IMPROVE LIVES& IMPROVE THE BOTTOM LINE

throughCONTENT MARKETING

LIVESIMPROVE

WORLDIMPROVE THE

BOTTOMIMPROVE THELIN

E

“Today’s customer activists are well-informed, media-savvy and mobile… you must become a purpose-driven, social brand to

build your reputation, employee productivity, customersales and social impact.”

“Communicators will have a profound influence on how the next 20-30 years will turn out. People need

honest communication. You can do that."

Founder, We FirstSimon Mainwaring

"Purpose-driven, branded content is a proven approach for authentically connecting brands to meaningful causes. This creates opportunities for remarkably useful and engaging content through

enterprise and non-profit partnerships. "

Founder, Content Marketing InstituteJoe Pulizzi

President ClintonSpeaking to marketers, at Cannes Lions Festival of

Creativity, 2012

Something GreaterBrands to Be About

Than Selling a Product or ServiceObligation

Communications ProfessionalsHave an

to Help Their Companies Do Well,

While Doing Good

MarketersContentAre Uniquely Qualified To Lead

Purpose-DrivenContent

Marketing

Through

Consumers are Pressuring

A business relationship in which a corporation and a nonprofit form

a partnership that results in increased business for the

corporation and a financial or marketing return for

the nonprofit

A culture of purpose ensures that management and employees alike see each as a reason to go to work

every day, and influences customer brand preferences

The process of creating and distributing relevant and valuable

content to attract, acquire, and engage a clearly defined and understood target audience

PART A

To Create a Purpose-Driven Content Engine, Assemble the Following:

Corporate Social Responsibility

of employees consider CorporateSocial Responsibility(CSR)when deciding where to work.81

68

87

of employees do not think businesses do enough to instill a sense of meaningful purpose in their work culture

62of consumers say they use Social Media to address or engage with companies around CSR

of global consumers believe that business needs to place at least equal weight on society’s interests as on business interests

PART B

PART C

Cause Marketing /Branding

71

76

91

of consumers think it’s OK for brands to support good causes and make money at thesame time

would help a brand promote their products or services if there is a good cause behind them

80of global consumers think it is important for companies to make them aware of their efforts to address societal issues

of global consumers would switch brands if a different brand of similar price and quality supported a good cause

And most importantly for our purposes:

PART D

Content Marketing

The Opportunity

CorporateSocial

Responsibility

CauseMarketing

Content Marketing

CompellingContent Initiatives

Live at the Intersection ofCorporate Social Responsibility,

Cause Marketing andContent Marketing

Here’s What You Need To Succeed:

GET REAL ABOUT AUTHENTICITYTell stories about real people, doing real things,

in alignment with brand mission, core values and vision

INSPIRE, INFORM and INFLUENCEOffer purp�e-driven content that solves problems

and influences the audience to take actions

COLLABORATE OVER CAUSESBuild brand and non-profit alliances through

cause-related content initiatives that reach customersand employees alike

61

78

3TOP

of consumers feel better about a company that delivers custom content and are more likely to buy from that company

of consumers believe that organizations providing custom content are interested in building good relationships with them

78of CMOs think custom content is the future of marketing

The ranking of “interesting content” as a reason people follow brands on social media

PUT ENGAGE INTO ENGAGEMENTGo beyond the blog to creative interactive �periencesthat drive meaning�l and measurable engagement

MEASURE AND REPORTEnsure ongoing �nding for purp�e-driven initiatives

by measuring and reporting outcomes

Sources:We’d like to thank the following people, companies and resources for the passion and care they’ve put into the topics of Corporate Social Responsibility, Cause Marketing and Content Marketing. Google ‘em! Simon Mainwaring’s Marketing 3.0 Infographic http://bit.ly/145YMrh2012 Edelman GoodPurpose ® Studywww.edelman.com/insights/intellectual-property/good-purpose/Havas Media “Meaningful Brands” Global Reportwww.havasmedia.com/meaningful-brands2013 Deloitte Core Beliefs & Culture Surveyhttp://bit.ly/K6T7Tb2013 Cone Communications / Echo Global CSR Studywww.conecomm.com/global-csr-studyContent Marketing Institutehttp://contentmarketinginstitute.com/For Momentum’s Cause Marketing Terminology Field Guidewww.formomentum.com/AboutCauseMarketing/CauseMarketingTerminology.aspx

Infographic by:FusionSpark MediaFusionSpark Media creates compelling marketingcommunications and content marketing strategies for nonprofits, businesses, and government agencies. Our roots run deep in the development of purpose-driven storytelling and functional content that informs, inspires and influences audiences.

www.FusionSpark.com@[email protected] (Langley, Wa Office)609-714-1754 (Medford, NJ Office)

In Partnership With: