As a marketer, it’s important to acknowledge the value behind a content strategy that displays your business’s purpose aside from collecting sales, such as a worthy cause, giving back to your community, or taking a stand. Success can be found in writing content with a purpose, but it takes more than content creation. Your business needs to show authenticity. Consumers want to see you getting involved—not just read about it. Build a long-term, purpose-driven strategy with a few of our tips:
What's Your Purpose?
68% of consumers are more willing to share content from purpose-driven brands with their social networks than content from traditional companies. That’s why this kind of content is so important. The first thing you should do is define your business’s purpose. Your purpose should be focused on the positive impact your business is making on the world.
For example, Lyft has partnered with a few voting-advocate organizations to help encourage others to get out and vote. They used their social networks to promote this cause, reminding their customers of voting deadlines. Lyft also handed out voter registration forms to their drivers to give out to consumers and offered in-office voter registration for employees.
Lyft also connected their purpose to their business’s main goal—providing free rides for communities that lacked affordable transportation and had no way to get to the voting polls.
Empower Your Consumers
According to a 2017 Cone survey, 87% of consumers in the U.S. said they would purchase a product because the company supported a cause they cared about. Mattel’s Dream Gap Project is a great example. This project focuses on the findings of a study that showed, “girls lose the confidence to imagine they can be anything they want to be. That pivotal moment where she loses her former confidence is called the dream gap.”
This initiative is funding research that looks for reasons young girls lose confidence, and how the perceptual gap between boys and girls can be closed. Mattel’s project is also creating content based on its most popular toy, Barbie, that speaks to young girls and their parents.
In today’s world, consumers are growing more interested in what causes your business is supporting and how you’re using your platform to help others. With a marketing strategy that incorporates purpose-driven content, your business can find a way to connect with consumers in ways you’ve never done before. Give it a try and watch the positive responses you’ll get!