Purpose in Content marketing


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“Putting Purpose before Process” for great #content marketing. Learn and read from Marriott International
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Purpose marketing

“Facebook’s head of advertising said he expects more marketers to join the trend of purpose-driven marketing, following a series of Super Bowl spots that went beyond cute dogs in favor of more meaningful messaging.” “During the game, other brands also voiced support for various causes as purpose-driven marketing gained prominence. Budweiser and 84 Lumber both aired spots on immigration, Audi promoted equal pay for women and Kia promoted environmentally friendly cars.”

Facebook’s Head of Advertising Says Purpose-Driven Marketing Won’t Slow Down

“So, the why must come before the what. This seems obvious, but most marketers have no mission statement or core strategy behind the content they develop.”

  1. The core audience target: entrepreneurs and business owners
  2. What will be delivered to the audience: useful information, advice, insights, resources, and inspiration
  3. The outcome for the audience: growing their businesses

What companies know best will always be their products and services, but there are other topics that fall within their areas of expertise that offer far more value to consumers. … a study found that 74 percent trusts content from companies that educate them on a topic, but when those same companies include a product-focused message in their content, credibility drops by 29 percent.”

Your readers already know and trust that you’ll provide the best content about your products and services. They come to your site for product information, hours of operation, and pricing. They turn to your social handles for customer service and support. They might even check your blog for company updates.

And just because a brand creates content that focuses on emotion doesn’t mean it has to avoid direct advertising about its products. Dove is one brand that embraces all three layers of content creation. Sometimes, Dove touts the benefits of its soap versus competitors. Other times, it talks more generally about hygiene. But its most compelling and viral pieces of content are about personality and emotion.

“You have to be consistent in terms of what you stand for in your values, beliefs or the common thread of what you’re trying to get across. But the way in which you deliver it needs to be constantly changing.” “It’s a bit like the emotional John Lewis Christmas ads that worked for a few years until everyone else copied it and it lost its impact. Last year’s ads were a bit funnier and the game had moved on,” says Douglas at VCCP.

“What brands need to do is break down their content, take a step back and ask, for their industry, what the role of content is. Whether it is to inspire, educating, help, reward, inform or entertain then rank them and work out what is a ‘must have’, where the opportunities are and what they should not be focusing on at all.”