Manufacturing Transformation Driven by External Forces [Infographic]
INFOGRAPHIC: Purpose Driven Content Marketing
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Transcript of 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: